When SITE recently asked members what the association means to them, it’s no surprise that our global community had a lot to share!
Here’s an excerpt from one of our favorite stories, shared by Paula Wongjunpen from SITE Thailand.
Becoming the first Thai lady to hold the title of Madam President [for SITE Thailand] has been a defining moment in both my professional career and personal growth. The role has offered me the unique opportunity to shape the future of Thailand’s incentive travel industry, while also standing as a symbol of empowerment and progress for women in leadership.
Through my leadership, I have had the privilege of guiding and inspiring fellow professionals in Thailand and across the ASEAN region. I am incredibly proud to announce that we have achieved a record-breaking milestone, growing our membership to over 60 passionate professionals.
This success is a testament to the collective efforts of our dedicated committee, whose unwavering support and shared vision have positioned us as the leading force in incentive travel within the region. We are now setting our sights on an even greater goal: establishing a SITE ASEAN Chapter in 2025.
Being part of SITE has transformed not only my career but my entire outlook on what it means to be a leader. Through SITE, I have gained access to a global network of professionals, educators, and innovators who have challenged me to think differently, act boldly, and continuously push the boundaries of what incentive travel can achieve.
By leveraging SITE’s global resources and expertise, I have been able to introduce new ideas such as sustainable and inclusive incentive travel programs that align with corporate social responsibility (CSR) and sustainability goals.
Working alongside talented professionals from around the world has shown me the power of collective effort in achieving shared goals. Whether it’s organizing international conferences, hosting educational workshops, or developing strategic partnerships, the work I’ve done with SITE has been rooted in teamwork and the shared desire to elevate Thailand’s incentive travel industry to new heights.
Our membership team also doubled down on the inspiration Paula shared, with a follow-up Q&A session to learn more about her passion for SITE.
What course of study did you follow prior to joining our industry?
A: I didn’t follow a specific academic course when I first joined the incentive travel industry. Instead, I embraced a learning-by-doing approach, gaining hands-on experience in local management and refining my skills through trial and error. This practical foundation gave me a deep understanding of real-world challenges and opportunities.
As I progressed, I realized the importance of formalizing my expertise and pursuing global standards. I earned certifications such as Certified Incentive Specialist (CIS), Digital Event Strategist (DES), Certified Exhibition Management (CEM), and Sustainable Event Professional Certificate (SEPC). These achievements allowed me to specialize further and contribute to the industry’s global evolution.
I also have a master’s degree in Tourism, Hotel, and Event Management from Silpakorn University. I am currently pursuing a PhD in the same field, focusing on creating a sustainable and innovative industry environment.
If you didn’t work in your current incentive travel industry segment, which one would you like to work in? Why?
A: If I were not in the incentive travel segment as a DMC, I would likely choose to work in a Destination Marketing Organization (DMO).
My extensive experience with the industry’s key stakeholders has given me deep insight into emerging trends such as ESG, community support, and sustainable destination development. A role in a DMO would allow me to implement these insights on a broader scale, while collaborating with local communities and global markets to craft compelling narratives that inspire travelers.
I am particularly passionate about promoting inclusivity, sustainability, and innovative experiences — values that align perfectly with the mission of a DMO. This path would not only leverage my expertise in creating memorable travel experiences but also empower me to advocate for Thailand and the region as premier destinations for incentive travel, taking the industry to new heights of creativity and excellence.
If budget was no obstacle and you were SITE’s CEO, what project or initiative would you immediately implement?
A: I would expand upon the groundwork I’ve already started with SITE Chapter collaborations to launch a “Global Incentive Sustainability & Innovation Hub.”
My vision would be to unite SITE Chapters worldwide and leverage our collective strength to create a thriving, connected, and resilient future for our members. Together, we could achieve quick wins and long-term impact by harnessing our shared resources and knowledge. Imagine a ripple effect where a single innovative initiative from one chapter inspires others, driving sustainability, inclusivity, and creativity across our global network.
Additionally, I would enhance the strength of SITE’s global network by establishing regional impact hubs to tailor initiatives to local markets and provide scholarships and mentorship for young professionals and SMEs in emerging regions.
What’s the best career advice you ever received?
A: The best career advice I ever received was, “Success is measured by the impact on others, the happiness within, and the sustainable change you drive for the community and industry.”
This advice has shaped my leadership philosophy profoundly. I believe that true success starts with personal fulfillment and happiness, because when we are aligned with our values and passionate about our work, we naturally inspire and uplift those around us.
