The SITE Global Conference 2025 (SITE 2025) has brought together 557 incentive travel professionals from 42 global destinations, transforming Tulum into a hub for industry leaders.
Hosted at the Hilton Tulum Riviera Maya All-Inclusive Resort, this year’s event emphasized collaboration, innovation, and cultural exchange under the theme “Building & Bridging Cultures.”
With over 180 first-time attendees, SITE reinforced its role as a global platform for networking and professional growth in incentive travel.
This year’s event introduced several new initiatives, including the inaugural C-Suite Agency Summit, an exclusive forum for senior executives of leading incentive travel agencies, and a restructured educational program designed to drive deeper engagement through Peer2Peer sessions, Deep Dive discussions, and Immersive Workshops.
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.”
Set against the stunning landscapes of Tulum’s Mayan heritage sites and the pristine Caribbean coastline, the conference showcased how incentive travel can foster cultural understanding and promote sustainability. The Mexican Caribbean Convention & Visitors Bureau supported the event, highlighting the region’s commitment to hosting world-class business events.
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.”
Attendees participated in high-impact educational sessions, covering topics such as AI in incentive travel, DEIAB (Diversity, Equity, Inclusion, Accessibility, and Belonging), sustainability, and mental well-being.
They also engaged in immersive experiences, including visits to local artisan communities and guided explorations of Tulum’s cenotes and UNESCO-designated Sian Ka’an Biosphere Reserve.
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.”
With SITE Global Conference 2025 setting a new benchmark for engagement and innovation, SITE looks forward to continuing its mission of advancing the business case for incentive travel worldwide. Plans are already underway for SITE Global Conference 2026, which will take place in Abu Dhabi, the capital of the United Arab Emirates, from Feb 12-15, 2026.
