Curious About Places. Passionate About People.

If you ask me what I enjoy most outside of work, the answer is simple: travelling.

But I don’t travel to tick countries off a list. I travel because I’m curious about people — how they live, what traditions they carry, and what makes each place unique.

Whenever I arrive somewhere new, I’m less interested in ticking off famous landmarks and more curious about experiencing the place itself — sitting in a local cafe, wandering through markets, getting lost in beautiful streets, or having a conversation with an 80-year-old local man who still follows the same daily routines.

Over the years, I’ve realised that these small, unexpected encounters are often the moments I remember most, rather than the photos in my phone gallery.

Interestingly, this is also what drew me to the events industry — but perhaps not the part of it people usually picture first.

When people hear the word “MICE”, they often imagine hundreds of people in a ballroom, giant stages, impressive lighting and sound systems, huge screens and carefully choreographed productions. And yes, that is part of our world.

But the letter “I” in MICE is much broader than that.

According to 2025 market research, the incentive segment represents approximately 10–15% of the global MICE market and is expected to be one of the fastest-growing categories between 2026 and 2035.

And perhaps this is not surprising. People want to travel — and when travel becomes part of an incentive, it can become much more than a trip.

Incentive sits somewhere between business and leisure. It brings people somewhere new — not necessarily to see something they have never seen before, but to experience something they might not have experienced otherwise.

A local neighbourhood instead of the obvious tourist spot.

A hidden viewpoint instead of the most photographed one.

A restaurant you would never have found on your own.

A conversation that was never part of the itinerary.

Take people out of their usual environment, and something changes.

Conversations become different. Hierarchies feel less important. People reveal sides of themselves that may never appear in a meeting room. And suddenly, the experience they are sharing becomes the thing that connects them.

The numbers seem to support this too: 70% of incentive participants report feeling more aligned with their colleagues after participating in an incentive experience.

It is not simply about where you take people. It is about what happens when you give them the opportunity to experience a place — and each other — differently.

That, to me, is the real power of incentive travel.

Maybe this is why my passion for people and travel naturally found its way into this industry.

I love being curious about destinations and creating experiences that give people the opportunity to see each other differently — while discovering a destination together, through my own lens.

And ultimately, sending people home with a new story to tell.