Launching a New SITE Chapter Affiliate in Southeast Europe
Industry Leaders Unite to Strengthen Collaboration and Global Visibility for Incentive Travel in Slovenia, Croatia, and Montenegro.
As global demand for unique and memorable incentive travel experiences continues to rise, Southeast Europe is emerging as an exciting destination for planners seeking fresh locations for incentive travel programs and business events. With its diverse landscapes, rich cultural heritage, and exceptional hospitality, the region—particularly Slovenia, Croatia, and Montenegro—offers strong potential for growth in the global incentive travel market. To strengthen the region’s visibility and collaboration within the industry, leaders have launched a new SITE Chapter Affiliate, bringing together key stakeholders to promote the destination more strategically, foster industry connections, and support long-term development. We spoke with Miha Kovacic, a member of the new SITE Adriatic Chapter Affiliate, about the vision behind the initiative and what it means for the future of incentive travel in the region.
Q. What inspired the creation of this new chapter affiliate, and what gap does it aim to fill within the incentive travel community?
SITE is a unique global professional association dedicated to the incentive travel industry. Establishing a Chapter Affiliate—and eventually a full Chapter—will allow our region to connect more effectively, present itself more strategically, and promote its capabilities to the global market.
Without active collaboration between stakeholders, developing a strong presence in the incentive travel market is much more challenging. SITE offers a proven platform for building those connections and strengthening the industry.
The new Chapter Affiliate will help bring together key suppliers and stakeholders across the region. This collaboration will raise awareness of incentive travel as a high-value tourism segment and encourage both public and private investment in the sector—from infrastructure to education and professional development. Ultimately, this will help position the region more strongly and cohesively on the global stage.
Q. What makes your local market unique when it comes to incentive travel and business events?
Our region is still perceived as something of a hidden gem. In many ways, that is both our advantage and our challenge.
On the positive side, incentive buyers are always searching for fresh and inspiring destinations, and our region offers exactly that. Slovenia, Croatia, and Montenegro are geographically well positioned and together offer an exceptional diversity of experiences—from stunning natural landscapes and rich cultural heritage to high-quality hospitality and creative event programs.
At the same time, global awareness of the region is still developing, which means demand has not yet fully reached its potential. However, this is gradually changing thanks to significant infrastructure investments and more focused on international marketing efforts.
What truly stands out is the feedback we receive. Incentive participants are consistently impressed by their experiences here, and many return later as leisure travelers. Event organizers also rate our programs highly for their creativity, innovation, and quality of execution. These responses confirm that our region has all the ingredients to become a leading incentive destination.
Q. What are your top priorities or goals for the chapter in its first year?
As a Chapter Affiliate, we are approaching this journey step by step, fully aware that building a strong community takes time. During the first year, our focus will be on education and strengthening connections among members, using the tools, knowledge, and global network that SITE provides.
We will also implement targeted marketing initiatives to increase awareness of the region and opportunities within the incentive sector. Equally important is ensuring that members clearly recognize the value the chapter brings to them individually and professionally.
One of the highlights this year will be hosting the SITE Executive Summit in Istria, Croatia, this November. This event will bring leading global expertise in incentive travel to our region while also providing an exceptional opportunity to showcase our destinations directly to international buyers.
Q. How can members (both local and global) get involved or support the chapter’s growth?
Every SITE Chapter develops its own priorities depending on the region and its membership base. Our initial focus will be on engaging local members and helping them fully recognize the value and opportunities that come with being part of the SITE community. That foundation is essential for long-term success.
At the same time, collaboration with the broader global SITE network will be key. By building strong relationships with members and chapters around the world, we can strengthen the visibility and competitiveness of our region within the global incentive travel market.
Personally, I have been part of SITE for more than 15 years and have also been involved in establishing a chapter in the past. From that experience, I know that the strength of the SITE community lies in collaboration. When members work together toward shared goals while also pursuing their own professional growth, the chapter becomes stronger.
And in the incentive travel industry, success is always a long-term journey—there are no quick wins, only consistent effort and collaboration.
