Experience Gold Coast will host the prestigious Society for Incentive Travel Excellence (SITE) Global Conference in February 2028, the first time the event will be held in Australia and the Asia Pacific region.
The global incentive travel conference is expected to attract approximately 500 of the world’s leading incentive travel professionals, corporate planners, destination management companies, luxury travel brands, airline and hospitality partners, destination marketing organisations, and media.
Experience Gold Coast CEO John Warn said hosting the SITE Global Conference positions the Gold Coast as a globally competitive incentive destination capable of delivering world-class international business events.
“The incentive travel sector is considered one of the highest-yielding sectors within business events tourism, and this conference is expected to deliver economic impact well into the tens of millions of dollars for the Gold Coast visitor economy,” Warn said.
“The conference will also create valuable opportunities for our industry partners to showcase their products and experiences directly to global decision-makers through hosted buyer programs and pre- and post-event famil experiences.
“Securing this conference validates the significant investment made in our infrastructure, hotel development, international connectivity, and industry collaboration, further positioning the Gold Coast on the global stage.”
Tourism Australia managing director Robin Mack said “We’re thrilled the Gold Coast will host SITE Global 2028 – a first for Australia and a major win for our Bid Fund program. It’s an incredible opportunity to put the Gold Coast’s premier incentive offerings front and centre for decision-makers from around the world.”
Tourism and Events Queensland CEO Craig Davidson said securing the SITE Global Conference 2028 highlights Queensland’s growing reputation as a premium destination for global business events.
“The Gold Coast continues to demonstrate its strong capability in hosting world-class business events and securing the SITE Global Conference is a tremendous vote of confidence from one of the most influential organisations in the incentive travel sector,” Davidson said.
“This event will bring global buyers, planner, and travel leaders directly into our regions, creating long-term valuable opportunities for Queensland tourism operators while showcasing the depth and diversity available across the state.”
