The annual SITE GB Summit took place on 27 April, bringing together more than 50 UK incentive professionals for a day of insight, discussion and connection at Crafted at Powdermills.
Buyers from companies including Dell, Input OutPut, Black Book, Chew Events, Principal Global Events, FIRST, Reed & Mackay, Win Events and Yellow Fish attended, alongside suppliers including Destination Vancouver, Corinthia Hotels, Preferred Hotels & Resorts, ALHI, Mundus Representation, Belmond, Accor, and MEP Business Solutions, which also sponsored the event.
The morning opened with a presentation by Melissa Moten, vice president, Experience & Event Solutions at The Collective, BCD Meetings & Events and chair of the SITE Research Committee, who explored how brands can move “from brand to belonging”, highlighting the importance of emotional connection in driving engagement, loyalty and business results.
This was followed by two panel sessions – the first of which delved into how global instability is influencing destination choice, pricing and planning. Insights shared during the session highlighted a clear shift towards “safe” destinations, with demand compressing into regions perceived as stable, alongside shorter booking windows and increased pressure on availability and pricing.
Panellists also discussed how clients are adopting a “wait and see” approach, with more flexibility required from suppliers and planners alike, and how uncertainty and rising flight costs are driving both creativity and caution in programme design.
The second panel, The Next Generation Gap: Are We Losing Young Talent?, brought a candid and honest perspective from SITE GB Young Leaders. The discussion highlighted several challenges facing the industry, including declining entry-level participation, barriers to entry, and a lack of clear career pathways.
A recurring theme was the importance of trust, visibility and progression. Panellists emphasised that younger professionals are not just looking for roles, but for meaningful contribution, development opportunities and a clearer sense of future direction. The conversation also touched on perception versus reality, from expectations around the industry to the need for greater awareness of events as a viable and rewarding career path.
In the afternoon, attendees connected over a range of interactive activities, including tarot card making, pottery, and wellness experiences such as cold-water swimming and saunas.
The day concluded with a relaxed evening, including an al fresco dinner on the terrace and drinks in the venue’s private members’ space.
Here’s some photos from the day (CREDIT: Dean Rossiter Photography)
















































