The Society for Incentive Travel Excellence (SITE) and City Destinations Alliance (CityDNA) are proud to announce a new collaborative initiative focused on nurturing the next generation of industry professionals. 

This collaboration centres on education and talent development, with both organisations committing to shared contributions to CityDNA’s Summer School and SITE’s Young Leaders programme. These programmes will serve as entry points for students, young professionals, and newcomers seeking meaningful pathways into the visitor economy and the worlds of business events and incentive travel. 

The initiative is grounded in a spirit of cooperation, bringing together complementary expertise to support emerging talent through joint content, co-learning opportunities, and future-facing programming.

“This partnership reflects a shared belief in the transformative power of education and the importance of creating inclusive, accessible pathways for future leaders,” said Annette Gregg, CEO of SITE. “By working together with CityDNA, we can better align the role of incentive travel within the wider visitor economy and inspire new talent to see this industry as a meaningful and impactful career.”

Barbara Jamison-Woods, President of City Destinations Alliance, added: “CityDNA’s Summer School has long been a foundation for professional growth in our community. Collaborating with SITE allows us to amplify this programme and strengthen the connections between city promotion and the business events sector—especially incentive travel, which is a growing opportunity for many urban destinations.”

Initial efforts will include shared speaker contributions, cross-promotional activities, and the exploration of future collaborations in research, mentoring, and content development. Announcements of joint activities will follow at each organisation’s 2025 events.

About SITE

The Society for Incentive Travel Excellence (SITE) is the only global association dedicated exclusively to the incentive travel industry. SITE serves a worldwide network of professionals committed to delivering exceptional motivational experiences that drive business results.

About CityDNA

City Destinations Alliance (CityDNA) is the knowledge-sharing alliance for cities and urban destinations in Europe. With over 120 members, CityDNA promotes sustainable growth, community inclusion, and strategic destination development within the urban visitor economy.