About SITE

Society for Incentive Travel Excellence.

Society for Incentive Travel Excellence – SITE

SITE is the only truly global business events association dedicated exclusively to incentive travel.

Founded in 1973, we are a professional association of 3,600+ members located in 90 countries, working in corporations, agencies, airlines, cruise companies, and across the entire destination supply chain.

We bring value to our members at both global and local chapter level by networking, online resources, education, certification, and advocacy. SITE is deeply committed to the new generation and operates a best-in-class Young Leaders program and dedicated annual conference.

Meet the SITE board

Our mission and vision

Our mission – to advance the business case for incentive travel & motivational experiences through global connections, education and advocacy by building and bridging cultures through the transformative power of incentive travel & motivational experiences.

Our Vision – to build and bridge cultures through the transformative power of incentive travel & motivational experiences.

Our Strategic Pillars – Community, Education, Advocacy, Operational Excellence.

Download a PDF of our Strategic Architecture here.

Our value proposition

Be part of the world’s only professional association dedicated exclusively to incentive travel and its impact on individuals, destinations, businesses and society at large.

According to recent research conducted by the Events Industry Council (EIC), the business events industry (or MICE, meetings, incentives, conferences, exhibitions / events) is worth USD$1.07 trillion.

Constituting about 7% of this, Incentive Travel is worth around USD$75B. Incentive Travel is also the fastest growing and highest per capita spend of all business events categories and the best performing sector in “Group Travel”.

1.07 trillion – all Business Events
$75 billion – Incentive Travel
Fastest growing sector
Highest per person spend
Widest economic impact
Best performing sector in “Group Travel”

Why SITE?

Education and certification opportunities to help you build skills and stand out from the competition.
Access to the right incentive customers to take your business further.
Connections with a community of experts and peers around the world.
Research to keep you at the pulse of leading practices and market challenges.
Access to a community of like-minded professionals following a common creed and code of ethics.
In-person events like Incentive Summit Americas (ISA) and Incentive Summit Europe (ISE) to connect, learn and discover with other incentive travel professionals.
Digital and social media platforms connecting you to the global incentive travel community.

Our History

The first meeting of the Society of Incentive Travel Executives (the original meaning of the SITE acronym) came to order at the Americana Hotel in New York City on December 4 1973.

It was the beginning of the only international, professional, not-for-profit association dedicated exclusively to the pursuit of excellence in incentives.

The 11 attendees included Joel Grossman, Bob Guerriero, Chris Perks and Anne Wold-Graham. They decided that there was a place for an organisation that addressed the needs of incentive professionals and corporate end-users and that would enhance and promote the growth of the incentive travel industry through education.

Anne Wold-Graham was elected the first SITE president.

We are indebted to former SITE (1988) and SITE Foundation President, Fay Beauchine, CITE, for the beautiful presentation of the history of SITE.

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SITE Strategic Plan 2026 – 2028

Our plan reflects SITE’s unwavering commitment to our members and the incentive travel industry. Our planning process was designed to ensure we arrived at a plan that is both aspirational and practical. It is a dynamic road map articulating our vision for where we want to be in the future while providing concrete strategies that guide and focus all aspects of our organization.

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FAQs

What is SITE?

SITE — the Society for Incentive Travel Excellence — is the only global professional association dedicated exclusively to the incentive travel industry. Founded in 1973 by a group of industry pioneers in New York, SITE exists to unite practitioners across every sector of the incentive travel supply chain, advance the business case for incentive travel, and set the standard for professional excellence worldwide.

What does SITE stand for?

SITE stands for Society for Incentive Travel Excellence. The name reflects the organisation’s founding purpose: to champion excellence in the design and delivery of incentive travel programmes that drive measurable business results.

How large is SITE?

SITE has more than 3,600 members in over 90 countries, making it the largest and most diverse community of incentive travel professionals in the world. The global membership spans corporations, incentive agencies, destination management companies (DMCs), hotels, airlines, cruise lines, tourism boards, and every other part of the incentive travel ecosystem.

What is SITE’s mission?

SITE’s mission is to demonstrate that incentive travel is a uniquely powerful tool for improving business performance — and to support the professionals who design and deliver those experiences. The organisation achieves this through education, research, certification, advocacy, and a global community of practice.

Who can benefit from engaging with SITE?

SITE serves the full incentive travel supply chain. This includes:

Corporate incentive and recognition programme managers
Third-party incentive houses and programme design agencies
Destination management companies (DMCs)
Hotels, resorts, and cruise companies
National and regional tourism boards
Airlines and ground transportation providers
Anyone entering the incentive travel industry for the first time

What is incentive travel?

Incentive travel is a motivational tool used by organisations to reward and recognise exceptional performance among employees, sales teams, or channel partners through carefully designed travel experiences. Unlike standard corporate travel, incentive travel programmes are crafted to be aspirational and memorable — the experience itself is the reward. Research consistently shows that well-designed incentive travel programmes deliver measurable improvements in productivity, employee retention, and loyalty.