ABU DHABI — SITE Global Conference 2026 has officially opened at The Ritz-Carlton Abu Dhabi, Grand Canal. The four-day gathering runs from February 12 to 15 and brings together incentive travel professionals from across the world.
This year’s theme, “Wonder, Awe & Curiosity,” sets the tone for both inspiration and strategy. Organisers designed the programme to explore how incentive travel drives performance, builds culture and creates measurable value.
From the start, the message was clear. Incentive travel is not optional. Instead, it serves as a strategic tool for talent retention, engagement and long-term business growth.
Industry leaders focus on real-time challenges
During the opening session, Annette Gregg, CEO of SITE, addressed delegates directly. She emphasized that the conference aims to deliver practical value, not abstract theory.
“SITE Global Conference is where our community reconnects with purpose,” Gregg said. “We want leaders to return home with ideas they can apply immediately.”
Throughout the week, speakers will address key industry issues. These include evolving business models, risk management, sustainability and responsible technology use. In addition, sessions will examine how leaders can clearly demonstrate return on investment.
James Taylor, an award-winning keynote speaker, will also take the stage. He will challenge delegates to rethink how creativity and artificial intelligence can work together. As a result, attendees will explore how curiosity translates into smarter strategy.
Abu Dhabi steps forward as an incentive-ready destination
For the first time, SITE has brought its global conference to the region. Consequently, Abu Dhabi now showcases its position as a leading incentive destination.
Mubarak Al Shamsi, Director of Abu Dhabi Convention and Exhibition Bureau, welcomed attendees and highlighted the emirate’s tourism strategy.
“Hosting SITE Global Conference reflects our commitment to growing the incentive travel sector,” Al Shamsi said. “We look forward to working closely with industry leaders to strengthen partnerships.”
Delegates will experience curated activities across the city. These programmes aim to demonstrate how culture, innovation and hospitality combine to create high-impact incentive events.
Chapter Excellence Awards recognise leadership
A major highlight of opening day was the SITE Chapter Excellence Awards 2026. These awards honour chapters that demonstrate leadership, education and measurable impact.
SITE Northeast received Excellence in Young Leaders for its structured mentorship programme. Meanwhile, SITE Northern California earned Excellence in Membership for strong growth and engagement.
SITE Minnesota secured Excellence in Education after delivering its largest learning programme to date. In addition, SITE Scotland won Excellence in Special Event for a destination-driven experience that blended sustainability and storytelling.
SITE Florida & Caribbean claimed Excellence in Sustainable Event for its Earth Day programme, which prioritised plant-based menus and zero-waste operations. Furthermore, SITE Spain & Portugal was named Rising Star Chapter of the Year after completing a successful regional merge.
Finally, SITE Midwest received Chapter of the Year honours. Judges cited consistent leadership and strong collaboration as key factors in the decision.
Gregg praised the winning chapters and called them the foundation of the organisation’s global strength.
A conference built on connection
Beyond education sessions, the conference emphasises relationship building. Networking events and shared experiences create space for meaningful dialogue.
As the week continues, attendees will exchange ideas, form partnerships and explore new opportunities. Ultimately, organisers believe connection drives both innovation and measurable business results.
SITE Global Conference 2026 continues through February 15 in Abu Dhabi.
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