Congratulations to Glenn McCormack, one of nine Global Conference scholarship recipients.
Glenn will be attending our 2026 Global Conference in Abu Dhabi thanks to the generous support of SITE Foundation.
Here is Glenn’s winning essay, packed with lessons he readily shares
The impact of the meetings, incentive travel, events and overall hospitality industry on my life has been total – transformational, professional, personal, and now, profoundly generational.
What began with pouring drinks and clearing plates has grown into a life of leadership, global connection, and now, legacy-building.
The industry gave me not only a career. It gave me confidence, purpose, lifelong friendships, and the ability to inspire others to follow a similar path.
Like so many of us in hospitality, I started young, working in a local bar and restaurant during school holidays. What struck me from the beginning wasn’t just the pace or the buzz, it was the power of human connection.
Every service interaction, every birthday celebration and every family event: these moments were rich with significance for the people experiencing them. I loved being part of that. I wasn’t just doing a shift, I was helping to create lasting memories.
That early curiosity led me to undertake a Business Studies degree with a specialisation in Event Management. The more I learned, the more I wanted to see.
During my undergrad studies, I took time out to gain further industry experience and spent a year working on a student sports festival in Spain, where I first experienced how cultural and logistical complexity could be met with creativity and collaboration.
It confirmed what I already suspected – this was the right industry for me.
After graduation, I jumped straight into the hotel sector, eager to gain hands-on experience. Through connections with a college lecturer (who later has become a colleague), I pursued an opportunity with Hilton in the UK, working at one of their largest and busiest properties for conference and banqueting.
I was involved in designing and delivering a vast array of events – from large-scale meetings, to high-touch experiences. The scope was huge, the pace intense, and the learning curve steep. But it was also where I found my footing.
At Hilton, I was fortunate to work under leaders who believed in investing in people. I received exceptional training in client handling, negotiation, and venue showcasing, and benefited from managers who coached me, challenged me, and ultimately shaped my own leadership style. These early mentors gave me the tools and the confidence to lead, and the belief that great leadership should always be shared.
After my time overseas, I returned home to Ireland to work at Dublin’s renowned Burlington Hotel – the city’s largest conference hotel. There, I began to develop a deeper appreciation for the Irish MICE community and ecosystem.
It was also the first time I saw how destination marketing worked up close. I found myself among passionate professionals who had dedicated their lives to putting Ireland on the map for meetings and incentives.
Their dedication and generosity drew me in, and I’ve never looked back.
The next major chapter of my career came at Ireland’s most visited tourist attraction: the Guinness Storehouse.
Over more than a decade, I had the incredible opportunity to position this iconic venue as a world-class host for international incentive groups and corporate events. We created spectacular experiences, sometimes hosting thousands of guests across multiple floors, transforming a globally recognised site into an immersive cultural celebration.
Working in such a high-profile venue sharpened my skills in brand stewardship, experience design, and stakeholder engagement. It also taught me how to balance tradition and innovation, a lesson I carry with me.
But more than anything, it deepened my passion for incentive travel.
I saw first-hand how powerful these reward programs can be, not only for attendees, but in the value it can bring for destinations, venues, suppliers, and communities.
I became an advocate, collaborating closely with local partners, the tourism authority, convention bureau, and international agencies to ensure Ireland remained top of mind.
I invested heavily in partner relationships and made it a personal mission to understand how coopetition could strengthen, and not threaten, our industry.
This would later become the foundation of my postgraduate research on coopetition within the Irish international business events industry.
Over time, I realised that one of the greatest impacts I could make was not just through delivering exceptional events, but by empowering others to do the same.
That’s why, in 2024, I made a major career shift. I stepped into a new role as a lecturer in Tourism, Hospitality, and Event Management.
This decision was deeply intentional. I wanted to give back to an industry that had given me so much, and to ensure that the next generation of professionals entered the field with the confidence, insight, and ethical grounding to thrive.
As a lecturer, I now teach, mentor, and guide students. Many of whom have never considered the MICE sector as a viable or fulfilling career.
I use my real-world experience to help them understand what’s possible. I share stories from across the globe, offer practical insights, and connect them with industry networks.
I also bring the SITE mission into the classroom, helping students to see the importance of community, learning, and cross-cultural collaboration.
I want them to feel what I felt in those early days: a sense of belonging, of shared purpose, of being part of something bigger than yourself.
In parallel with my academic role, I continue to serve on the board of the SITE Ireland Chapter, where I’ve been a member for several years.
Since 2023, I’ve acted as Co-Director of Membership, and supported the chapter’s communications and social media efforts. My focus has been on making SITE more accessible, especially to early-career professionals and those who may not see themselves reflected in traditional industry networks.
I believe SITE plays a critical role in building a more inclusive, dynamic, and resilient future for our sector, and I am proud to be part of that mission.
On a personal level, the industry has played a significant part in shaping who I am. It’s provided me with a sense of direction, lifelong friendships, and a purpose-driven career.
My family has witnessed my growth, my passion, and the joy I find in my work, and they’ve celebrated every step of the journey with me. The industry has given me a world of opportunity, and in return, I want to help build its future.
Being selected for the SITE Global Conference Scholarship is an incredible honour. It will allow me to further my professional development, connect with global thought leaders, and bring those learnings directly back to both my classroom and to the wider SITE Ireland community.
I see this as a way to amplify impact not just for myself, but for the students and peers I influence every year. The ripple effect of incentive travel is real. It inspires individuals, fuels economies, strengthens relationships, and fosters global understanding. I’ve lived and breathed that impact on a daily basis during my career in industry, and I now teach it.
With the support of this scholarship, I hope to continue championing this industry, growing its future leaders, and ensuring that its impact endures.
Support SITE Foundation and shape the future of incentive travel with us
Help grow our industry! Your gift to SITE Foundation will power future grants, scholarships, and industry research.
