A Special Moment at IBTM
Being on stage at the IBTM Rising Leadership Summit was an unforgettable experience that brought together two of my greatest passions: the World Cup and incentive travel. For years, I have admired how IBTM creates a space where industry leaders, associations, and future voices come together to discuss the future of meetings, incentives, conferences, and events. This year, I wasn’t just in the audience taking notes—I was given the opportunity to share my own story and perspective with an international crowd.
It wasn’t just another panel; it was a chance to talk about how teamwork shapes global events, why the FIFA World Cup 2026 will be unlike any other, and how a childhood experience of incentive travel planted the seed for my career path today.
The Rising Leadership Summit: Building Bridges in the Meetings Industry
The Rising Leadership Summit is designed for young leaders and professionals who are passionate about shaping the future of our industry. This year, the theme was “Teamwork for FIFA World Cup 2026,” and it couldn’t have been more fitting.
We brought together four of the most influential associations in the meetings and incentives world—PCMA, SITE, ICCA, and MPI. Each of them represents different areas of expertise, but together they share one common mission: to connect people, inspire innovation, and strengthen collaboration. Hearing their perspectives on how they approach partnerships gave the audience a masterclass in teamwork.
Global events like the World Cup don’t happen in silos. They require seamless coordination between governments, associations, corporations, and communities. That’s what this panel emphasized—no one succeeds alone.
My Journey to the Stage: Sharing the World Cup Vision
When it was my turn to take the stage, I felt both humbled and energized. I had the chance to share why the FIFA World Cup 2026 will stand apart from every edition that came before it.
For the first time in history, the tournament will expand from 32 to 48 teams. This change isn’t just a numbers game—it means more matches, more countries represented, and more fans traveling across continents to support their teams. The scale of this event will be unmatched, and with it comes both opportunities and challenges.
Equally historic is the hosting arrangement. The 2026 World Cup will be the first to be jointly hosted by three countries: USA, Canada, and Mexico. Within Mexico, three vibrant cities—Mexico City, Guadalajara, and Monterrey—will welcome millions of fans from around the globe.
During the summit, we invited representatives from these three host cities to share how they’re preparing. Listening to their plans was eye-opening. From expanding stadium capacities to upgrading public transport, from boosting hospitality services to creating welcoming spaces for fan zones, each city is investing heavily in ensuring visitors have an unforgettable experience. It’s more than just building infrastructure—it’s about creating a sense of belonging for every fan who arrives.
A Personal Connection: My First Incentive Travel Experience
While the panel was about teamwork and planning, I also wanted to bring a personal touch to the discussion. I shared the story of my first incentive travel experience, which took place when I was just 10 years old.
Back in 2006, my family organized a trip to the World Cup in Germany. At the time, I didn’t fully understand what incentive travel was. To me, it was simply an exciting family trip to watch football. But looking back, that journey was my first real taste of how travel can be used as a reward and motivator. The joy of being in a foreign country, surrounded by passionate fans from all over the world, made me realize that travel experiences go far beyond logistics—they inspire people, connect cultures, and create lifelong memories.
That moment planted a seed. It showed me how powerful incentive travel can be, and it’s no coincidence that today I work in an industry where I get to help shape similar experiences for others. Standing on stage at IBTM, I couldn’t help but reflect on how that trip to Germany influenced the path I am walking now.
Key Takeaways from the Panel
The panel was rich in insights, but a few themes stood out the most.
First, incentive travel and sports are deeply interconnected. Major events like the World Cup naturally become aspirational destinations for incentive trips. Companies often use tickets, travel packages, or experiences tied to these events to motivate employees or reward high achievers. In this way, sports and business travel align perfectly to create value for both organizations and individuals.
Second, the role of associations cannot be overstated. PCMA, SITE, ICCA, and MPI all highlighted how collaboration and shared knowledge make these large-scale events possible. They don’t just plan conferences; they provide frameworks for best practices, foster international connections, and act as bridges between industries. Their work ensures that when millions of people descend on host cities, everything runs smoothly—from transport to hospitality to overall guest experience.
Why This World Cup Will Be Different
The FIFA World Cup 2026 will not only be bigger in scale but also in impact. With 48 teams, three host countries, and multiple host cities, it represents the most ambitious World Cup in history.
In Mexico, the transformation of Mexico City, Guadalajara, and Monterrey is already underway. These cities aren’t just preparing stadiums—they’re rethinking urban spaces, hospitality offerings, and even cultural programming to make sure visitors feel at home. The ripple effect will be long-lasting, boosting tourism, creating jobs, and strengthening Mexico’s position as a global destination.
For the meetings and incentives industry, the opportunities are immense. Companies and associations will design trips, events, and experiences around the World Cup. From incentive travel programs tied to match tickets, to corporate events held in host cities, the synergy between sports and business travel will be stronger than ever.
FAQs About the World Cup and Incentive Travel
1. What makes the FIFA World Cup 2026 unique?
It’s the first World Cup with 48 teams and hosted across three countries: USA, Canada, and Mexico.
2. How does incentive travel connect to the World Cup?
Major sports events like the World Cup are often used as destinations for incentive trips, rewarding employees and creating unforgettable memories.
3. Why are Mexico City, Guadalajara, and Monterrey important for the World Cup?
They are the three Mexican host cities, each preparing infrastructure and tourism offerings to welcome millions of fans.
4. What role do industry associations play in mega events?
Organizations like PCMA, SITE, ICCA, and MPI bring knowledge, strategy, and collaboration that help ensure the success of large-scale events.
5. What opportunities does the World Cup create for the business events industry?
It creates demand for corporate events, incentive trips, hospitality programs, and citywide engagement with international audiences.
Conclusion: A Legacy of Inspiration
For me, the IBTM Rising Leadership Summit wasn’t just a panel discussion—it was a personal milestone. I got to connect my childhood experience of incentive travel at the 2006 World Cup in Germany with the future of the World Cup 2026.
This journey reminded me that incentive travel is more than just a perk; it’s a powerful tool that inspires, motivates, and leaves lasting legacies. Likewise, the World Cup is more than just football—it’s a platform for connection, teamwork, and transformation.
As the world looks forward to 2026, I feel honored to have shared this stage, this vision, and this passion with industry peers. And I can’t wait to see how the power of travel and sport continues to shape lives around the globe.
