The Society for Incentive Travel Excellence (SITE) opened its 2026 Global Conference yesterday at The Ritz-Carlton Abu Dhabi, Grand Canal, marking the first time the organisation is holding its flagship event in the Middle East.
Held from February 12 to 15, the event gathers incentive travel professionals from across the globe to explore the strategic impact of the industry under the theme “Wonder, Awe & Curiosity”.
The four-day itinerary includes a mix of educational breakout sessions and destination discovery tours designed to showcase Abu Dhabi’s infrastructure to international planners.
Mubarak Al Shamsi, director of the Abu Dhabi Convention and Exhibition Bureau, stated: “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…”
Yesterday, the event’s opening sessions reframed incentive travel from a “nice-to-have” perk into a critical strategic lever for modern business. Programming focused on establishing boardroom-ready ROI and navigating complex modern challenges, including risk management and evolving business models. Additionally, the conference addressed the future of the industry through the lens of responsible AI adoption and sustainable event design.
As part of the opening festivities, SITE recognised several regional chapters for their contributions to education, sustainability, and membership growth. These awards highlighted the work of local chapters in fostering professional development and industry inclusion over the past year.
Keynote speaker James Taylor is also set to address the delegation, focusing on how human creativity and artificial intelligence can collaborate to improve organisational outcomes.
