A career in events. A new journey with SITE, by Michel Kafrouny
People often assume that after fifteen years in the meetings and events industry, you’ve seen it all. The truth is, I don’t think that feeling ever comes, and I hope it never does.
What has kept me passionate about this profession isn’t just organizing events. It’s the opportunity to bring people together, create experiences that matter, and continue learning every step of the way. That’s what has motivated me throughout my career, and it’s exactly why I’m applying for the SITE Young Leaders Scholarship.
I’ve been fortunate to build a career that has taken me from organizing community events in the Middle East to leading national and international conferences, executive meetings, and employee engagement initiatives in Canada. Along the way, I’ve had the privilege of managing complex events, leading teams, overseeing significant budgets, and working with incredible people who have shaped the professional I am today.
But one thing has never changed: I still consider myself a student of this industry.
That mindset is what recently led me to enrol in my Master of Meetings and Event Management at San Diego State University. The program challenged me to think differently about leadership, event design, sustainability, innovation, and the future of our profession. More than anything, it reminded me that no matter how much experience we have, there is always something new to learn from the people around us.
Outside of my day-to-day work, giving back to the industry has always been important to me. Whether serving on volunteer boards, mentoring emerging professionals, or supporting industry initiatives, I’ve always believed that our profession becomes stronger when we invest in each other. I’ve been incredibly fortunate to learn from generous leaders throughout my career, and I hope to continue paying that forward.
One of the things I’m most excited about is that this would be my very first SITE conference. I’ve admired SITE and the impact the organization has on advancing incentive travel and developing future leaders, but I’ve never had the opportunity to experience it firsthand. As someone who has just completed a master’s degree focused on meetings and event management, I see this as the perfect opportunity to continue that learning journey beyond the classroom and gain a deeper understanding of the incentive travel sector.
More than anything, I’m looking forward to meeting people. Some of the most valuable lessons in my career haven’t come from presentations or textbooks, they’ve come from conversations over coffee, sharing ideas with peers, and hearing how others approach challenges differently. I’m excited to connect with professionals from around the world, learn from their experiences, and build relationships that continue long after the event ends.
I also hope to better understand the work SITE does globally and discover ways I can become more involved in the organization in the future. I don’t see this conference as a one-time experience. I see it as the beginning of a longer relationship with a community that shares the same passion for creating meaningful experiences and elevating our industry.
Receiving this scholarship would mean far more than attending a conference. It would be an opportunity to learn, grow, and connect with leaders who are shaping the future of incentive travel. I know I would leave with new ideas, new perspectives, and new relationships that I could bring back to my work, my volunteer commitments, and the broader events community.
Most importantly, I would leave inspired, and ready to give that inspiration back to others.
I believe that’s what leadership is all about.
-Michel Kafrouny
