The SITE Global Conference 2025 recently wrapped up at the Hilton Tulum Riviera Maya All-Inclusive Resort in Tulum, Mexico, attracting 557 professionals from the incentive travel sector, spanning 42 countries from Australia to Zimbabwe. This key event is recognized as a critical meeting point for those within the incentive travel industry and this year’s theme was “Building & Bridging Cultures,” featuring advanced educational opportunities, valuable networking, and unique cultural experiences.
The conference saw significant participation with over 180 new attendees, confirming its status as a vital center for collaboration, knowledge-sharing, and growth in the incentive travel field.
This edition of the conference introduced several fresh initiatives such as the first-ever C-Suite Agency Summit, a specialized gathering for top executives from prominent incentive travel agencies, along with a revamped educational lineup aimed at fostering more meaningful engagement through Peer2Peer exchanges, Deep Dive sessions, and Immersive Workshops.
The event’s location provided a picturesque backdrop with Tulum’s historic Mayan sites and the beautiful Caribbean coast, demonstrating the role of incentive travel in enhancing cultural appreciation and advancing sustainability. The Mexican Caribbean Convention & Visitors Bureau proudly supported the event, underscoring the area’s commitment to hosting leading business events.
Reflecting on the success of the conference, Nitin Sachdeva, 2025 President of SITE and Managing Director – India / CEO, HelmsBriscoe / Venture Marketing stated “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 firsthand how our industry builds bridges—across cultures, businesses, and individuals—while creating meaningful economic and social impact.”
Participants had the opportunity to attend impactful educational workshops that covered topics ranging from AI in incentive travel and DEIAB (Diversity, Equity, Inclusion, Accessibility, and Belonging) to sustainability and mental health. Additionally, they enjoyed hands-on experiences such as visits to local artisan villages and guided tours of Tulum’s cenotes and the Sian Ka’an Biosphere Reserve, recognized by UNESCO.
Ken Torres, Director, North American Business Development at host partner, the Mexican Caribbean Convention & Visitors Bureau emphasized: “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 programs for destinations worldwide.”
With the 2025 conference setting new standards for engagement and innovation, SITE is eager to continue promoting the value of incentive travel globally. Preparations are already in progress for the next SITE Global Conference, which is scheduled to be held in Abu Dhabi, UAE, from February 12-15, 2026.
Annette Gregg, MBA, CMM and CEO of SITE & SITE Foundation, remarked: “This year’s SITE Global Conference was about more than just education and networking—it was about creating an experience that resonates on a deeper level. Incentive travel is about transformation—of individuals, of the corporations that invest in these experiences, and of the destinations they visit. The power of travel extends far beyond business; it shapes perspectives, fosters understanding, and drives positive change in ways that are both personal and global.”
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