The SITE Global Conference 2025 brought together 557 incentive travel professionals from 42 global destinations in Tulum, Mexico, 3-6 March. The event was hosted at the Hilton Tulum Riviera Maya All-Inclusive Resort and featured education, networking, and immersive cultural experiences, all under the theme ‘Building & Bridging Cultures’.
This year’s conference welcomed 180 first-time attendees and saw several new initiatives, including the inaugural C-Suite Agency Summit, Deep Dive discussions and Immersive Workshops.
Nitin Sachdeva, 2025 president of SITE and MD – India/CEO, HelmsBriscoe/Venture Marketing said: “SITE Global Conference in Tulum was a testament to the power of incentive travel to connect, inspire, and transform. As we gathered in this breathtaking location, enjoying exceptional Mexican hospitality, we saw first-hand how our industry builds bridges – across cultures, businesses, and individuals – while creating meaningful economic and social impact.”
The conference was supported by the Mexican Caribbean Convention & Visitors Bureau, highlighting the region’s commitment to hosting world-class business events. Ken Torres, the CVB’s director for North American business development said: “The SITE Global Conference has helped to position Tulum and the Mexican Caribbean as a top-tier destination for incentive travel. By bringing incentive travel industry leaders here, we’ve not only showcased the natural beauty, rich culture and exceptional hospitality of our region, but also reinforced the economic value of incentive programmes for destinations worldwide.”
Educational session topics such included AI in incentive travel, DEIAB (Diversity, Equity, Inclusion, Accessibility, and Belonging), sustainability, and mental wellbeing. Delegates also engaged in immersive experiences, including visits to local artisan communities and guided explorations of Tulum’s cenotes (water holes leading to caverns) and UNESCO-designated Sian Ka’an Biosphere Reserve.
Annette Gregg, CEO of SITE & SITE Foundation, said this year’s conference had been about creating an experience that resonated on a deeper level, with incentive travel being about transformation, both of individuals, and of the corporations that invest in these experiences, and of the destinations they visit. “The power of travel extends far beyond business,” she said, “it shapes perspectives, fosters understanding, and drives positive change in ways that are both personal and global.”
The conference in Tulum also offered an exclusive preview of the latest, fourth instalment of SITE’s proprietary inSITE series. It explores the data powering incentive programme destination selection, focusing on key factors that influence the destination selections of corporate buyers and incentive agencies.
Plans are already underway for SITE Global Conference 2026 which will take place in Abu Dhabi, 12-15 February 2026. For more information about SITE and future events, visit www.siteglobal.com.
