The incentive travel industry in Latin America has been gaining momentum, and SITE is determined to ensure the region has a stronger voice and greater visibility on the global stage.
To make that happen, the SITE International Board of Directors created a LATAM taskforce, known as SITE LATAM Connect.
The task force’s mission is ambitious yet clear:
- Grow SITE membership across Latin America
- Capture insights from members about the opportunities and barriers in the region
- Use this knowledge to engage key stakeholders (DMOs, DMCs, hotels, and other suppliers) on how SITE can help develop inbound incentive travel markets
We caught up with Benoit Sauvage, SITE International Board of Directors member and leader of the LATAM taskforce, to learn more about the group’s progress, plans, and how SITE members can get involved.
Q: What is the purpose of the LATAM taskforce?
A: At its core, the LATAM Task Force is about connection. We want to connect SITE more deeply with Latin America, which means two things: first, growing our membership in the region, and second, making sure our global members understand both the challenges and opportunities here.
We’ve been listening carefully and collecting insights from agencies, corporates, and buyers about what’s holding back incentive travel in LATAM and what’s exciting them.
With that knowledge, we’re engaging destinations, suppliers, and local partners to show them how SITE can support the growth of inbound incentive markets.
Q: What has the taskforce accomplished this year?
A: 2025 has been a really dynamic year for us. One of the highlights was launching the LATAM Connect Survey, which gave us incredibly valuable feedback about both the opportunities and the barriers in the region. That research has already started shaping our conversations.
We also made big strides at global shows. At IMEX America, we are hosting a private LATAM VIP Strategy Session, right before SITE NITE. It will bring together DMOs, government reps, C-suite leaders, and key buyers. We plan to review early survey findings, brainstorm around regional challenges, and started mapping out strategies.
At IBTM Americas, we had a branded SITE booth, hosted an exclusive breakfast for 50 stakeholders, and pushed forward with education.
One thing I’m especially proud of is offering the CIS certification in Spanish at a discounted rate for DMOs. It’s a concrete way to make SITE more accessible.
We also held breakfast meetings with government officials to introduce SITE’s work and partnered with SITE Mexico for retreats with SITE Southern California and SITE Canada, strengthening cross-chapter collaboration.
Q: What is the taskforce looking forward to in 2026?
A: Next year is all about phase two of our three-year plan.
In 2025 we focused on awareness and research. In 2026, we move into tools and action. That means creating practical resources to help the region capture more incentive business.
We also want to attract more North American buyers. There’s so much untapped potential for groups to experience Latin America in new ways.
And finally, it’s about continuing to raise SITE’s visibility in places where we’re not yet a household name. More structured events, more outreach, more partnerships.
Q: How can SITE members support the taskforce’s work?
A: Honestly, the best thing members can do is share. Share your insights, your experiences, and your connections. If you know DMOs, ministries of tourism, or buyers who should be part of this conversation, bring them to the table.
We’d love to see members participating in our regional events, whether that’s at IMEX, IBTM, or our strategy sessions.
Encourage your local partners to join SITE or take advantage of certifications like the CIS in Spanish.
And if you can, help us by making introductions to sponsors or collaborators who want to be part of this growth.
Most importantly, if you’ve had a positive incentive experience in Latin America, tell that story. Those success stories help counter the challenges and change perceptions.
Q: Is there anything else you want to share?
Benoit: Yes, the taskforce roadmap.
We’re very intentional about this being a three-phase journey. 2025 was awareness and research. 2026 is about tools and buyer attraction. And in 2027, we’ll move into regional pricing models, deeper partnerships, and integrating SITE’s products into the region through translations, certifications, and sponsorships.
The task force has really become a bridge between SITE leadership and local stakeholders in LATAM. It’s giving the region a stronger voice in the global incentive travel conversation, and that’s exactly what we set out to do.
