Society for Incentive Travel Excellence (SITE) Global Conference 2026 in Abu Dhabi demonstrated findings from the Incentive Travel Index report.
- Incentive planners are choosing new destinations for their qualifiers—but not too far away. Rotating the annual conference outside North America every other year makes it more accessible for global members and highlights different incentive destinations.
- Incentive planners are looking for robust lift. Abu Dhabi happens to be home to five airports with Zayed International Airport (AHU) serving as the main hub.
- Incentive planners want locations that are welcoming and safe. SITE released a safety statement for prospective attendees that read, “As we prepare for our 2026 Global Conference in Abu Dhabi, we are actively monitoring any developments that may occur in the region.”
- Incentive planners showed an affinity for destinations known for wellness and authenticity. Activations included tours of Sheikh Zayed Grand Mosque and the artistic beauty of the Louvre Abu Dhabi along with camel rides in the desert.
Wonder, awe and curiosity were the touchstones when 750 leading incentive professionals traveled from all over the world to Abu Dhabi in the United Arab Emirates for Society for Incentive Travel Excellence (SITE) Global Conference 2026. This was the first time the event had staked a place in the Middle East and pointed to the importance of meetings and events in the travel mix of the destination.
Abu Dhabi represents a rare paradox. It is a global power that prioritizes its ancient traditions as much as its bold innovations. Culture and heritage meets business and vision. The narrative of the future is being written through a delicate balance of legacy and leap-forward technology. The spotlight for SITE Global was firmly on a city that has mastered the art of “regeneration” without erasure.
The host hotel, The Ritz-Carlton Abu Dhabi, Grand Canal embodies this blending through Venetian-inspired buildings affording more than 500 guest rooms forming a crescent surrounding one of the city’s largest outdoor pools. Luxurious Arabian touches reminded guests of the exotic location at every turn. World-class dining is available at eight on-site restaurants with cuisine to please a diverse palate.
Hospitality is a sacred tradition in this city of 4.14 million, one of the fastest-growing places in the world. In fact, Abu Dhabi Department of Culture and Tourism strategically positions the city as a “Mindful Museum” where landmarks serve as bridges between past and present. The city’s Tourism Strategy 2030 outlines plans for expansion and reinvention that will make the destination a hub for sustainable, culturally-rich business travel.
A Global Mission
SITE CEO Annette Gregg explained that while 57% of the association’s membership is based in North America, SITE intentionally rotates the annual conference outside the region every other year. This helps make it more accessible for global members and highlights different incentive destinations. SITE Global is designed to include activities that planners could use if they are producing an incentive experience in the destination.
This year, that included the architectural wonder of the Sheikh Zayed Grand Mosque and the artistic beauty of the Louvre Abu Dhabi. It also included the natural magnificence of camel rides in the desert.
And the education went both ways. Gregg explained that rotating the location exposes the local hospitality community to the power of incentive travel, an industry worth over $300 billion annually.
Something Completely Different
The diversion from the usual fits with findings from the most recent Incentive Travel Index sponsored by SITE Foundation, which found some interesting shifts in attendee and corporate values for incentives.
Planners are choosing new destinations for their qualifiers—but not too far away. They don’t want to spend all their time or budget on flights, which leads to the next finding. Secondary destinations with robust air accessibility are measurably more attractive to international planners. Abu Dhabi happens to be home to five airports with Zayed International Airport (AHU) serving as the main hub. It is filled with luxury lounges, spas and an airport hotel, AU Hotel Abu Dhabi Airport Transit Hotel.
Buyers also want locations that are welcoming and safe. “Planners need to overcommunicate about how participants can get into a destination easily, and how safe it is once they get there,” said Gregg.
SITE released a safety statement for prospective attendees that read, “As we prepare for our 2026 Global Conference in Abu Dhabi, we are actively monitoring any developments that may occur in the region. In close coordination with our local hosts and the appropriate government authorities, we are fully committed to providing a safe, secure, and welcoming experience for all attendees.”
Gregg also hosted a virtual session with Mubarak Al Shamisi from Abu Dhabi Convention and Exhibition Bureau for a download of what to expect.
Finally, respondents showed an affinity for destinations known for wellness and authenticity. “Participants want a healthy balance of downtime and want to experience the destination as the locals do,” she concluded.
Note: Image of The Ritz-Carlton Abu Dhabi, Grand Canal with Sheikh Zayed Grand Mosque in the background from The Ritz-Carton Abu Dhabi, Grand Canal.
