The Society for Incentive Travel Excellence (SITE) opened its Global Conference 2026, 12 February at The Ritz-Carlton Abu Dhabi, Grand Canal. Delegates began four days of learning, community, and industry celebration under the conference theme of ‘Wonder, Awe & Curiosity’. The agenda is for attendees to explore what drives human motivation, strengthens performance, and builds measurable value through incentive travel.
The opening session, which included the Chapter Excellence Awards, set the tone with a clear message: incentive travel is not an optional ‘nice to have’, it is a strategic lever that helps organisations attract and retain talent, build culture, strengthen partner relationships, and accelerate results when programmes are designed with intention and measured for impact. Sessions throughout the event will focus on the realities incentive travel leaders are navigating, including evolving business models, risk and security, responsible technology adoption, sustainability, wellness, and creating demonstrable ROI.
Award-winning keynote speaker, author, and advisor on creativity, innovation, and AI, James Taylor will challenge delegates to rethink how people and intelligent machines can collaborate creatively, and how curiosity can translate into smarter strategies and stronger outcomes.
Annette Gregg, CEO of SITE, said: “SITE Global Conference is where our community comes together to reconnect with purpose and return to our organisations with ideas we can apply immediately. This week in Abu Dhabi, we are focusing on wonder, awe and curiosity because those mindsets unlock better design, stronger partnerships, and more meaningful experiences for participants. At the same time, we will stay grounded in what leaders need most right now: practical tools, responsible innovation, and a clear business case for incentive travel that stands up in any boardroom.”
Mubarak Al Shamsi, director of host organisation Abu Dhabi Convention and Exhibition Bureau, said: “SITE’s first global conference in the region will showcase the very best of what Abu Dhabi has to offer to leading travel professionals. From beaches to museums, from fine dining to world-class hotels, Abu Dhabi is an ‘incentive ready’ destination and incentive travel is a key element of our Tourism Strategy 2030. We value ongoing collaboration with SITE members, and we are ready to work together to grow the incentive travel segment for the emirate.”
