SITE's 2025 Incentive Summit Americas kicked off on April 1 in Stowe, Vermont.

Here's a short preview of what we've learned and discovered so far, direct from our homebase at the Lodge at Spruce Peak. 

Use humor to elevate your communications  

This year's Incentive Summit Americas (ISA) educational programming began with a fireside chat between Destination Canada's Michael Beale​ and event psychology expert Victoria Matey. 

During their half-hour conversation, Victoria advised attendees to lean into humor as a universal emotional driver that can shape more impactful incentive campaigns: showcasing examples from Iceland and Oslo as two destinations doing this well, in their recent marketing efforts. 

"Competitive socializing" as a trend to watch

Another up-and-coming trend Victoria sees on the horizon is the successful inclusion of program elements that encourage friendly competition amongst participants. Think: activities like axe throwing, as one example Victoria gave. 

These kinds of activities are successful, she said, because they capitalize on the innate human needs to have fun and feel like you're achieving something. 

Show, don't tell, what makes your incentive destination special 

Stowe truly started coming to life during the first afternoon of destination exploration, as everyone ventured to the von Trapp Family Lodge & Resort. 

Some of this year's Summit attendees might've been a bit skeptical about tour options like meeting the cows that call the resort home, or trekking into the woods to learn the ins and outs of maple sugaring — but a splash reel played at the end of the general session quickly earned tons of ooos and awws, and the immensely talented team at the von Trapp Lodge then brought these experiences to life so incredibly well. 

But if you have to tell: bring your best presenters

Virtually every Vermonter featured as part of the Summit has brought the destination to life through their storytelling and clear passion for their destination. 

Maple sugaring tour participants agreed that Chris Poach (who goes by the moniker "Farmer Poach") from the von Trapp Lodge clearly missed his theatrical calling, for instance, as he recounted the labor-intensive process of gathering sap and turning it into fresh maple syrup during the afternoon at the Lodge. Just as passionate was the brewery team later in the evening, from those working the taps at the onsite Bierhall to the team behind the brews. 

The energy was infectious, with smile popping out across the group as each tale unwound and everyone collectively discovered what makes an up-and-coming incentive locale like Stowe uniquely special.  

"Land can have charisma" 

Stunning landscapes, a strong farm-to-table commitment in its food & beverage offerings, and even a snow flurry or two rounded out the first full day in Vermont. And as Farmer Poach put it, while walking through a maple forest in Stowe: 

“Land can have charisma. For whatever reason, this place just resonates with people: whether you come with questions; to heal from something; or just to celebrate."

Sounds like a transformational incentive travel destination to us!