The Challenge

A leading U.S. pharmaceutical company wanted to reward its top 25 sales performers with something beyond the typical resort incentive. The VP of Sales had three requirements: a destination none of the participants had visited before, world-class golf integrated into the program, and cultural experiences that would create lasting memories and conversation back at the office.

The budget was generous but not unlimited. Previous incentive trips to Hawaii and Cancun had become predictable. They needed a destination that would generate genuine excitement when announced at the annual sales meeting.

Our Solution

Day 1: Arrival & Old City Welcome

Participants arrived on direct flights from Miami and were transferred to a boutique hotel in the walled city. After settling in, they gathered for a private walking tour through the historic streets, learning about the 500-year-old fortress city. The evening culminated with a welcome dinner on a rooftop terrace overlooking the cathedral, with a local chef preparing a five-course Colombian tasting menu paired with regional wines and cocktails.

Day 2: Championship Golf & Beach Club

The centerpiece of the trip: a full day at one of Cartagena’s premier golf clubs. The group played 18 holes on a championship course with Caribbean views, complete with on-course beverage service and a caddie for each player. A closest-to-the-pin competition and longest drive contest added friendly rivalry. After golf, the group transferred to a private beach club on the Rosario Islands for an afternoon of snorkeling, swimming, and a fresh seafood lunch on the sand.

Day 3: Cultural Immersion & Farewell

The final morning offered a choice: a second round of golf for the enthusiasts, or a hands-on Colombian cooking class in a colonial kitchen. Both groups reunited for a farewell lunch at a renowned restaurant in the Getsemani neighborhood, where a local musician performed traditional cumbia and vallenato. Awards were presented for golf tournament winners, and each participant received a handcrafted Colombian coffee gift set.

The Result

What Made It Work

Destination surprise factor — Colombia was not on anyone’s radar, which made the announcement itself a motivational moment. The ‘wow factor’ started before anyone boarded a plane.

Golf as the anchor — For a group of avid golfers, building the trip around a championship course gave the incentive a clear identity and created natural competition and camaraderie.

Cultural depth — Cartagena’s UNESCO-listed old city provided an authentic backdrop that no beach resort could match. Every meal, every walk became part of the experience.

Cost efficiency — Colombia’s favorable exchange rate meant the client could offer a premium experience at a fraction of what comparable trips cost in the U.S. or Caribbean islands.