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Incentive travel is a powerful tool for businesses to reward and motivate top performers. Tina Husemoller, VP of Fox Meetings & Incentives at Fox World Travel, has led the charge in creating exceptional programs for over a decade.
A recent standout example was a Sales Summit in Costa Rica — an experience designed not only to reward participants but also to immerse them in the country’s vibrant culture and natural beauty. With a budget of $1.3 million and 18 months of planning, the summit provides valuable insights for incentive travel professionals.
Creating an Immersive Experience
A defining element of the program was its focus on immersion. Costa Rica’s rich rainforests, beaches, and culture offered a stunning setting. The opening ceremony featured a custom-built volcano that erupted every 15 minutes, followed by a fire dance performance by the Indigenous Boruca tribe — instantly connecting guests to the destination’s natural and cultural identity.
Our team went beyond sightseeing, offering activities like coffee roasting, Indigenous art workshops, and sustainable farming experiences. Event décor featured locally sourced materials, with living centerpieces made from plants grown by small-scale farmers. Local vendors and artisans contributed handmade gifts, reinforcing an authentic connection to the region.
What made the program truly unique was the client’s personal investment in cultural respect. A second site inspection involved a solo flight with the DMC to a protected area in Costa Rica’s Southern Pacific zone, where the client stayed in handmade homes with dirt floors and formed a bond with a local family. Despite the cultural gap, he invited the entire family to the event — an extraordinary gesture that reflected the program’s core value of genuine human connection.
Overcoming Challenges
Executing such a layered experience required thoughtful coordination. The team partnered closely with Costa Rica’s Convention & Visitors Bureau and destination management companies to manage logistics, including seamless airport and on-site transportation.
Cultural sensitivity played a major role. Working with vendors who had long-standing ties to the Boruca people ensured meaningful and respectful interactions. This collaboration allowed attendees to engage with Indigenous traditions in a way that felt both authentic and educational.
Creative Solutions
Creativity infused every aspect of the program. The erupting volcano was more than a spectacle; it honored Costa Rica’s geothermal energy and environmental uniqueness. The Boruca tribe’s participation continued at the Awards Gala, where they performed “the killing of the bull,” a symbolic ritual from the Fiesta de los Diablitos. This act, involving the burning of a bull costume, represents Indigenous resistance against colonization and was paired with a historical presentation that deepened attendees’ understanding of the Boruca people.
Sustainability was a consistent theme. In addition to eco-friendly décor, the event aligned with Costa Rica’s environmental values by supporting local economies and avoiding waste. This mindful approach resonated strongly with attendees and reinforced the event’s mission to leave a positive footprint.
Measuring Success
The program’s impact was measurable. The summit achieved a 20% increase in qualifying brokers—an impressive result in a competitive industry. Attendee feedback was overwhelmingly positive, citing the immersive, authentic experience as both motivating and memorable.
For planners seeking to create unforgettable programs, the Costa Rica summit offers several takeaways:
- Leverage Local Identity: Use the destination’s culture, environment, and traditions to shape your program’s narrative.
- Foster Authentic Connections: Go beyond surface-level experiences by integrating real, meaningful cultural exchanges.
- Partner Locally: Working with Indigenous communities and local vendors enhances authenticity and ensures cultural respect.
- Prioritize Sustainability: Eco-conscious design and sourcing reflect global values and support local communities.
- Think Beyond the Event: The strongest programs build lasting emotional connections between attendees and the destination.
Costa Rica was more than a destination—it was a transformative experience that set a new standard for incentive travel. By centering cultural immersion, creativity, and sustainability. Fox Meetings & Incentives delivered an event that not only motivated top performers but also strengthened the client’s brand and values. For planners aiming to elevate their programs, this case study serves as a powerful reminder: the most impactful incentive experiences are those that go beyond the ordinary and create genuine, lasting connections.
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