SITE’s Executive Summit — held in Muscat, Oman, from November 9-13, 2024 — exemplifies the transformative potential of strategic relationships.
Over 18 months, SITE President Karim El Minabawy worked tirelessly with the team to bring this high-profile event to Oman, a Gulf region destination steadily gaining prominence in the incentive travel industry. His leadership underscores the importance of cultivating and leveraging relationships to unlock new opportunities for the industry.
Oman, a country known for its breathtaking landscapes, deep cultural heritage, and warm hospitality, hosted SITE’s International Board of Directors (IBOD) and senior leadership team.
The Summit, generously supported by Oman’s Ministry of Heritage and Tourism, was an exceptional platform to showcase the country’s incentive travel readiness to global leaders in the field.
The newly opened five-star Mandarin Oriental, Muscat, served as a luxurious backdrop for this prestigious gathering, reinforcing Oman’s commitment to offering world-class venues for high-caliber events.
A Summit of shared vision and industry advancement
With previous Executive Summits held on the African, the Mediterranean & the Middle East regions, namely in Egypt, Dubai, Türkiye, Rwanda, Abu Dhabi and Zimbabwe, the 2024 Executive Summit in Oman embodied the association’s mission of connecting professionals and driving excellence in the incentive travel industry in new and emerging destinations. It featured a dynamic agenda that combined education, destination discovery, and strategic planning.
A highlight of the summit was a SITE-led industry education day, drawing over 100 Omani professionals eager to enhance their incentive travel offerings. This session bridged local talent with global expertise, laying a foundation for Omani stakeholders to align with international standards and practices.
Karim El Minabawy’s passion for fostering partnerships helped align the interests of SITE, Oman’s Ministry of Heritage and Tourism, and local suppliers. These collaborations illuminated Oman’s potential as a premier destination for incentive travel, creating a ripple effect of opportunities for future events and partnerships.
Immersive experiences for industry leaders
Another standout element was the immersive destination discovery day, curated by Oasis Incentives, which allowed SITE delegates to explore Oman’s unique incentive travel product.
From Muscat’s vibrant markets and historical landmarks to the awe-inspiring desert landscapes and serene coastal vistas, participants experienced firsthand the diversity and appeal of Oman’s offerings.
A post-trip for several board members further enriched the summit experience, deepening their connection to this emerging destination.
Karim El Minabawy reflected on the summit’s impact, stating, “The 2024 Executive Summit showcased Oman’s incredible potential as a world-class incentive travel destination. From its warm hospitality to its rich cultural and natural offerings, Oman is now firmly on the map for incentive travel programs that seek unique and transformative experiences.”
“The SITE Executive Summit in Oman is more than an event— it is a powerful narrative of collaboration, exploration, and potential, underscoring how relationships can shape the future of destinations and the industry itself,” added SITE CEO Annette Gregg.
Building a strong future together
The success of the SITE Executive Summit in Oman is a testament to the power of relationships and the shared vision of industry leaders.
Khalid Walid Al Zadjali, Director of the Oman Convention Bureau at the Ministry of Heritage & Tourism, emphasized the significance of hosting this event: “By having SITE leadership explore the inspiring beauty, enriching experiences, and outstanding incentive product, we are confident this will solidify Oman’s future attractiveness as a unique incentive travel destination.”
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