Congratulations to Giulia Gentile, one of nine Global Conference scholarship recipients.
Giulia will be attending our 2026 Global Conference in Abu Dhabi thanks to the generous support of SITE Foundation.
Here is Giulia’s winning essay,
Stepping into the professional world in 2025 as a young woman is not a simple transition, it is a conscious step toward shaping the future.
It means embracing complexity, cultivating resilience, and moving with strategic clarity through an industry that demands both precision and imagination.
In the field of incentive travel and events, these qualities are not optional: they are fundamental.
To design experiences that move people, that align with corporate purpose, and that leave a lasting imprint, one must possess more than technical expertise. One must understand people, stories, and the deep psychology of motivation.
Throughout my journey, I have consistently gravitated toward spaces where vision and execution meet.
In my early academic years, my attention to detail and relentless pursuit of perfection were already visible, even in the care I took with handwriting and planning.
But growth called for more. During university, I made the difficult decision to leave behind the familiar and start anew in a different city.
That pivotal choice unlocked a profound transformation. I later joined a European exchange program, which became a defining chapter in my life. Immersed in a new culture, I discovered the unifying force of shared experiences and the value of structured, meaningful events as tools of inclusion and identity.
It was during this time that I became involved in a European association promoting social integration among international students, primarily through the creation of culturally rich events and travel programs. These initiatives did more than entertain, they fostered belonging, community, and intercultural understanding.
Upon returning to Italy, I took on greater leadership responsibilities within the organization and eventually served as President of the local chapter. The role required strategic oversight, coordination across diverse teams, and the ability to communicate a shared vision.
It was a turning point. I realized that orchestrating impactful events was not simply a passion, it was my professional calling.
With a clear sense of direction, I moved to Rome to pursue a master’s degree, while simultaneously joining the team at Events In & Out.
What began as a training internship quickly evolved into a full-time professional path. Balancing advanced academic studies with the rigor of daily event production has been an intense, rewarding experience, sharpening both my operational capabilities and my strategic thinking. I now contribute actively to the design and execution of large-scale events, where each element — no matter how small — must speak the language of excellence.
What motivates me isn’t just a passion for organization, it’s the drive to create meaningful experiences.
Today, successful incentive programs go far beyond managing logistics. They’re strategic tools for aligning teams, engaging employees, and bringing a brand’s identity to life.
These programs need to inspire, recognize achievements, and reflect the values of the organization all at once. That’s why today’s incentive leader must think across disciplines with an understanding of communication, sustainability, behavioral psychology, and the nuances of global cultures.
As we look toward the future of this industry, we are witnessing the emergence of a new generation of leadership that is more inclusive, relational, and strategically attuned to global trends.
Women, in particular, are stepping into roles that redefine how success and influence are measured; not through hierarchy, but through collaboration, empathy, and the ability to craft transformative experiences.
This is not merely a demographic shift: it is a cultural realignment within our industry. And I am proud to be part of it.
What’s more, Europe stands as an unmatched epicenter for incentive travel worldwide, a continent where centuries of cultural richness meet cutting-edge innovation, where hospitality is not just a service but a deeply rooted value, and where each destination holds the power to inspire, surprise, and connect. It sets global benchmarks in creativity, excellence, and transformative experiences.
To work within this context is both a privilege and a responsibility: it demands agility, cultural fluency, and a relentless commitment to raising the bar.
That’s why the upcoming relaunch of the SITE Italy Affiliate is a pivotal moment for our entire industry. Italy has always been a protagonist on the global incentive stage, and reactivating its SITE community means reigniting a powerful voice within Europe and beyond. It means creating a national hub that reflects international standards, fosters meaningful collaboration, and becomes a catalyst for new energy, talent, and ideas. Being part of this rebirth isn’t just exciting, it’s essential.
Attending SITE Global Conference, in this light, is more than professional development. It is a conscious decision to engage, to lead, and to grow by listening to the global community, contributing with purpose, and bringing those insights home to fuel a stronger, more connected incentive ecosystem in Italy and across Europe.
I step into this chapter with deep gratitude, focus, and a long-term vision. The incentive industry has already shown me what is possible when intention meets execution. Now, I’m ready to elevate that impact by learning from the best, contributing to the global dialogue, and shaping experiences that go beyond reward and recognition to truly inspire.
But the truth is, the world of incentives has changed me far beyond the boundaries of a job description. It has touched something deeper both professionally and personally. It has taught me that purpose and performance are not opposites, but partners. That behind every incentive trip, every elegant venue or meticulously planned activity, lies a profound opportunity to change how people feel, think, and connect not only with each other, but with their organizations, their goals, and themselves.
On a professional level, working in this industry has sharpened my capacity to lead under pressure, to manage complexity with calm, and to think creatively even in moments of constraint.
It has shown me the value of listening not just to clients, but to the silent needs of a team, the subtle signals of a crowd, the emotional rhythm of a successful experience.
It has forced me to be agile, to make decisions with both speed and empathy, and to translate strategic intent into concrete, memorable realities.
Every event is a puzzle with countless moving pieces and yet, when done well, it feels effortless. That is the magic I strive for.
On a personal level, incentive travel has helped me reconnect with a part of myself I didn’t know was missing, the part that finds joy in human connection, in shared celebration, in the unrepeatable beauty of a collective moment.
Designing these moments is about creating spaces where people feel seen, valued, and energized. And in doing so, I’ve often surprised myself with how much I, too, grow.
With every challenge overcome, every smile exchanged, every barrier broken through culture, language, or expectation, I’ve come to realize that this work is not simply what I do, it’s who I am becoming.
Being part of this evolving world — where travel meets purpose, and performance meets passion — has given me a sense of belonging and direction I hadn’t imagined when I first stepped into it.
It is a world that asks much but gives more. It is fast-paced, yes, but also deeply human. It reminds me that excellence is not born in isolation, but through collaboration. And that leadership today means being open to feedback, to new perspectives, to change.
As I look ahead, I feel a deep sense of responsibility to honor what this industry has given me, not only by contributing my skills, but by mentoring others, by championing innovation, and by continuing to ask how we can make each experience more meaningful, more sustainable, more inclusive.
The incentive industry has shown me what is possible. Now, I want to be part of shaping what comes next.
Because this is more than a career. It is a calling.
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