The Society for Incentive Travel Excellence (SITE) is the global business events association dedicated exclusively to incentive travel, bringing together more than 3,600 members across 90 countries. SITE China is the China chapter of SITE, connecting the global association’s expertise and network with incentive travel professionals in the Chinese market.
The partnership brings together SITE’s Chinese and international network, industry resources and professional expertise in incentive travel with CIMX’s international platform for China’s business events, meetings and incentives market. Through this collaboration, the two organizations will create new opportunities for industry learning, global exchange, buyer engagement and business connections across the incentive travel community.
Bringing Global Incentive Travel Intelligence to CIMX
A key highlight of the collaboration will be a SITE China keynote presenting findings from the 2026 Incentive Travel Index (ITI) at the CIMX Conference.
The ITI is a joint initiative of the Society for Incentive Travel Excellence (SITE) and the Incentive Research Foundation (IRF), undertaken in partnership with Oxford Economics. Recognized as a leading study of the global incentive travel market, the Index examines the development of the industry and its impact on corporations, agencies and destination supply chains, while providing an outlook on its future direction.
CIMX will also host a SITE China-led panel discussion exploring how incentive travel can create qualitative commercial value while advancing environmental and social objectives. The discussion will examine emerging approaches to purpose-led travel, corporate ESG considerations, and the growing demand for verified sustainable suppliers, alongside the role of local culture, conservation, philanthropy and community partnerships in creating distinctive and commercially viable incentive experiences.
Together, the keynote and panel will bring global research and practical industry perspectives to CIMX, providing incentive travel professionals with a broader view of market development, emerging trends and the evolving value of incentive travel.
Connecting CIMX with the Global Incentive Travel Community
The partnership will also expand CIMX’s engagement with qualified incentive travel agencies from China and international markets through SITE’s professional network. SITE China will identify and recommend qualified agencies specializing in incentive travel to participate in CIMX as Hosted Buyers, creating new opportunities to discover destinations, suppliers and business event solutions during the three-day trade show.
Through curated business connections and onsite networking, the collaboration will help bring together incentive travel professionals from different markets and foster greater exchange across the global incentive travel value chain.
Building Greater Value Through Incentive Travel
Through its collaboration with SITE China, CIMX aims to provide a platform where these priorities can be explored through international research, industry dialogue and direct business connections—supporting the continued professionalization and international development of the incentive travel industry.
“Incentive travel continues to evolve as companies place greater emphasis on meaningful experiences, business impact and responsible practices,” said Lisa Xu, President, SITE China. “Through our partnership with CIMX, we look forward to bringing global incentive travel perspectives and professional expertise into closer dialogue with China’s MICE community, while creating more opportunities for knowledge exchange, networking and international collaboration.”
“Incentive travel sits at the heart of the MICE industry, bringing together destinations, agencies, corporate decision-makers and experience providers around a shared focus on creating meaningful business and human impact,” said Nikolaos Swoch, Director, CIMX. “With SITE China’s active involvement in CIMX, we are strengthening the incentive travel dimension of this platform and creating a dedicated space for current industry intelligence, professional dialogue and new ideas.”
Through this partnership, CIMX and SITE China are reinforcing connections between China and the global incentive travel community, while creating new opportunities for knowledge exchange, collaboration and business growth.
