The Australian Business Events Association (ABEA) and Society for Incentive Travel Excellence (SITE) Australia and New Zealand Chapter have signed a three-year Memorandum of Understanding (MoU) focused on strengthening the business events sector.
This agreement formalises a collaboration centred on joint research, unified advocacy, professional education, and the development of young leaders.
Key initiatives include connecting experienced and developing professionals through SITE’s Young Leaders cohort and ABEA’s Peer XChange mentorship programme. The partnership will also expand access to high-quality education, including webinars and SITE’s Certified Incentive Specialist and Certified Incentive Travel Professional certification programmes.
Furthermore, the collaboration will deliver richer regional data by jointly working to increase Australia and New Zealand’s participation in the annual Incentive Travel Index.
For advocacy, the organisations will engage jointly in forums like the Tourism Australia Incentive Roundtable to ensure a cohesive industry voice on critical national conversations, including workforce development and market positioning.
The mutual promotion and shared communications between ABEA and SITE are expected to enhance sector visibility and underscore the significant contribution of incentive travel to the broader Australian visitor economy.
