The incentive industry in Australia and New Zealand is evolving rapidly.

New technologies, shifting client expectations, and global trends—like the rise of AI, the focus on wellbeing, and the non-negotiable standard of sustainability—are reshaping how we design, deliver, and measure the impact of incentive programs.  This begs the questions – how does our business events community stay ahead?

Through my role at SITE ANZ as VP Education, I have had the opportunity to meet global business leaders, educators and many enthusiastic professionals embarking on their careers in the incentive industry, and I’m excited for the future.

Image:  The graduating CIS class

 

As a SITE CIS Education trainer, during 2025, a highlight for me was travelling to Thailand to conduct a Certified Incentive Specialist (CIS) course, sponsored by the Thailand Convention & Exhibition Bureau (TCEB). TCEB’s commitment to educating their industry about the benefits of incentive travel is forward thinking.  The course brought together professionals from all sectors—hotels, bureaus, and DMCs—building a shared understanding of the incentive sector and how best to serve it. It was two days of learnings for me as well, being welcomed so warmly into the local MICE community, and witnessing first-hand their dedication to further education and professional growth.

What I found encouraging, was the willingness to learn about the incentive sector, and the recognition that it is a powerful sector of the tourism industry.  Not only for suppliers in the sector is revenue delivered, but the value of marketing through creating experiences that create memories that touch the heart, that generate business well beyond when the incentive group leaves the destination.  Having both myself from the APAC region and Anne Marie Rogers from North America, bought different global perspectives to the training.

Image:  Q&A

 

SITE is a community that fosters a culture of continuous learning, sharing best practices and develops professional growth & industry excellence.  The Certified Incentive Specialist (CIS) course and the Certified Incentive Travel Profession (CITP) course provide benchmarks that demonstrate an individuals commitment to learning and excellence within the incentive industry.

I invite every member of the incentive community to get involved – and consider how the educational tools that SITE provides can be incorporated into your business, as part of an onboarding program or continuing professional development program for your team.

Reach out, and let’s ensure that Australia & New Zealand remain at the forefront of global incentive excellence.