Street in Pamplona for the Running of the Bulls

High-end 7-day incentive travel in the Basque region for a selected group of VIPs

Privileged access to the “Running of the bulls” with unpaired culinary experiences in Michelin-starred restaurants & extraordinary wine tastings in the world renowned La Rioja region.

Incentive travel
Association company
30 participants

Client’s expectations

A very exclusive association for top executives contacted us to organise a unique and luxurious multi-destination incentive travel programme.

The client specifically requested a high-end authentic experience in Spain, where guests could discover the culture, the people, and the flavours of the Basque Region, through Pamplona, San Sebastian, Bilbao, and La Rioja.

Their main stipulation: everything had to be perfect!
Although it was a small group, the participants were all leading executives accustomed to luxury. Privatisation of venues and attention to detail was crucial to the event's success.

The period chosen for the incentive trip was July when Pamplona hosts one of the most famous traditions in the world: The Running of the Bulls. Almost one million tourists every year attend this incredible event. And our client wanted to be part of this unique adrenaline-fuelled atmosphere that runs through the streets of Pamplona.

Our Solution to execute the high-end incentive travel:

We created an exclusive 7-day programme, combining the "Running of the Bulls" with culinary experiences and wine tastings.

We sourced exclusive VIP tickets to the San Fermin Festival by working in advance and collaborating with the Spanish authorities and institutions, delivering an immersive and once-in-a-lifetime experience.

Guests had the privilege of accessing the bullring every day and meeting with famous matadors while serving a traditional and exclusive lunch. From Pamplona, with private luxury transportation, the group set off to the foodie capital of the world, San Sebastian, for an exceptional culinary experience with Chef Andoni. Our relationships meant we could privatise one of the world's most acclaimed Michelin-starred restaurants, Mugaritz, where Chef Andoni exclusively created a special menu for our guests.

The programme also included an extraordinary wine tasting in Spain's best wine region, La Rioja. The group had the honour to visit one of the oldest wineries in the country while admiring and tasting some of the world's most precious and refined wines.

We provided 24/7 support, ensuring their every whim was met.

How we worked behind the scenes to meet client’s objectives:

The group was landing in Pamplona at the busiest time, with street closures and fiestas across the region providing a VIP experience with privatisation were the most significant challenges. Our relationships with local authorities meant that we could organise entry to areas that would usually be closed off to the public. Even with street closure, we managed to gain special access to ensure our group did not have to walk far through the crowds. Our network of partners meant that we could provide continuity of service and the feeling of exclusivity across the entire trip.

Client’s feedback:

An extraordinary trip that guests will never forget nor experience anywhere else. The client was delighted with the access all areas approach we delivered across the entire event, despite the crowds in Pamplona. We maintained the feeling of luxury while still immersing the group in Spain's culture and traditions, with the group saying they felt that they experienced something incredibly unique and authentic. Finally, the client rebooked a new incentive travel programme for the following year with us.

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