Vice President, Americas
Singapore Exhibition and Convention Bureau
Gregory Yap is Vice President at the Singapore Tourism Board, based in San Francisco. He leads its work across the Americas in future tourism, meetings and events, and leisure travel partnerships.
During more than 12 years at the Singapore Tourism Board, Gregory has held roles in experience development and international market development. His work covers business tourism, strategic partnerships, travel trade and emerging technology, with a focus on creating new opportunities that support Singapore’s tourism growth.
Gregory also founded TAB, a start-up connecting business travelers and event organizers with distinctive destination experiences.
He serves on the Global Business Travel Association Meetings & Events Committee and has volunteered with the American Society of Association Executives International Associations Advisory Council.
Gregory graduated magna cum laude from the University of Nevada, Las Vegas with a degree in Hospitality, Meetings and Event Management. He has been a Certified Meeting Professional since 2014. Outside work, Gregory enjoys cooking and staying active.
Date

Direct selling companies invest billions in incentive travel each year, yet the sector rarely receives dedicated industry education. Drawing on original research conducted by SITE with senior incentive buyers from major direct selling companies, this panel explores how these programs are designed, what buyers look for in destinations and how expectations are evolving. Gain practical, buyer-led insights into a high-value market segment and discover how to position your destination or offering more effectively.
Learning outcomes:
Understand how direct selling incentive programs differ from traditional corporate incentive travel
Apply destination selection criteria used by direct selling buyers to strengthen destination positioning
Identify emerging trends shaping direct selling incentive travel