The three-year memorandum of understanding is aiming to foster shared goals of industry development, research contribution, talent growth and sector visibility.
The partnership formalises each organisation’s commitment to advancing the business events and incentive travel sectors by supporting emerging talent, expanding access to research and education programs, and amplifying the voice of the business events industry.
“This agreement will help to develop specialist capabilities and give emerging talent clear pathways into our profession,” says SITE Australia and New Zealand Chapter president Tanya Wick.
“It’s a practical step that connects ANZ market needs with essential knowledge and data.”
ABEA CEO Melissa Brown says the partnership will deliver member value and strengthen Australia’s contribution to the business events and visitor economy.
“Through this collaboration, ABEA will deliver tangible value for members while attracting and supporting the next generation of talent within our sector,” she says.
“It’s about creating impact where it matters most: capability, visibility and outcomes for industry.”
The new collaboration will cover six key areas:
Research collaboration
SITE and ABEA will lift Australia and New Zealand’s participation in the annual Incentive Travel Index (ITI) to deliver greater regional insight into incentive travel trends, motivations and outcomes.
Education and professional development
The collaboration will include education programs, webinars and conference content, ensuring members at all career stages have access to high-quality, industry-relevant learning opportunities, including SITE’s Certified Incentive Specialist (CIS) and Certified Incentive Travel Professional (CITP) programs.
Young leaders and mentoring
SITE’s globally recognised Young Leaders cohort and ABEA’s Peer XChange initiative will connect experienced and developing professionals for ongoing mentorship, and new pathways for professional growth.
Advocacy and engagement with Tourism Australia
Joint engagement through the Tourism Australia Incentive Roundtable will ensure a more cohesive industry voice in national conversations around workforce development, education and market positioning.
Mutual promotion and membership development
Promotion of each other’s initiatives, events and research will benefit SITE and ABEA, and their respective memberships, including shared insights on how to attract, support and engage professionals within the sector.
Communication and visibility
Shared communications will enhance sector visibility and highlight the contribution of incentive travel to Australia’s business events ecosystem.
Photo at top: iStock/Skynesher.
