Puerto Rico hosted SITE Classic 2026 for the first time, welcoming approximately 280 industry professionals, including hosted buyers and suppliers, to connect, learn, and experience firsthand what the destination offers the incentive travel market. Hosting SITE Classic provided an opportunity to showcase Puerto Rico directly to professionals involved in selecting and planning incentive travel programs.
Organized by the Society for Incentive Travel Excellence (SITE) in collaboration with Discover Puerto Rico, the program was primarily hosted at El Conquistador Resort and combined educational sessions, networking opportunities, and destination experiences.
Destination Puerto Rico and Castillo Destination Management served as destination management partners and co-sponsors, reinforcing the important role local suppliers play in developing and executing customized group experiences. Throughout the program, planners experienced firsthand the collaboration among Discover Puerto Rico, hotel partners, and local suppliers, coming together as one destination to deliver personalized programs tailored to the needs of incentive groups.
Connecting Industry Leadership with Puerto Rico
SITE Classic kicked off with a SITE Foundation Board of Trustees meeting, which included Fred Edson, Director of Incentive Sales at Discover Puerto Rico and a SITE Foundation board member.
The opening general session featured remarks from Annette Gregg, CEO of SITE; Sharyl Toko, General Manager of El Conquistador Resort; and Ed Carey, Chief Sales Officer of Discover Puerto Rico. The program continued with SITE business updates, industry research and data, panel discussions, and educational sessions addressing topics shaping the incentive travel sector.
Experiencing Puerto Rico Beyond the Meeting Room
Beyond the educational program, SITE Classic gave attendees an opportunity to experience firsthand several of the destination's attributes for incentive travel programs.
Participants took part in a variety of experiences, including catamaran sailing and snorkeling, exploring historic Old San Juan, and visiting the El Yunque National Forest rainforest. These experiences allowed planners to see how Puerto Rico’s natural landscapes, culture, history, and culinary offerings can be incorporated into incentive travel programs.
Day two concluded with the SITE Foundation’s live and silent auction, sponsored by Wyndham Grand Rio Mar Rainforest, Beach and Golf Resort. Attendees also participated in a property tour, an exclusive reception, and a culinary experience featuring dishes inspired by the resort’s top restaurants. The auction raised more than $275,000 for the SITE Foundation, which supports scholarships, disaster relief, industry research, community outreach, professional education, and other initiatives that strengthen the global incentive travel industry.
The program concluded with a final evening in collaboration with El Conquistador, Destination Puerto Rico, Castillo Destination Management, and SAK Entertainment on Palomino Island. The evening brought attendees together to experience Puerto Rican culture, celebrate the destination, and close out the SITE Classic experience.
Beyond SITE Classic: The Puerto Rico Experience Continues
Engagement with buyers continued after SITE Classic concluded. Following the event, Discover Puerto Rico hosted a three-day, two-night familiarization trip for 11 highly qualified customers in collaboration with Condado Vanderbilt Hotel, Destination Puerto Rico, and Castillo Destination Management.
During the FAM, participants toured several of Puerto Rico’s frequently sourced resorts and took part in cultural and destination experiences, further expanding their understanding of the Island’s capabilities for future incentive travel programs.
By combining education, networking, and immersive destination experiences, SITE Classic went beyond presenting Puerto Rico as an event host. For the local tourism industry, the program provided an opportunity to showcase the destination directly to specialized incentive travel buyers, connect local partners with this important market, and demonstrate how Puerto Rico’s diverse accommodations, experiences, and suppliers can come together to support customized incentive travel programs.