From Strategy to Connection

A DHL Incentive Experience in Málaga

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Client DHL

Type Incentive & Leadership Offsite

Location Málaga, Spain

Date December 2025

Guests 50

Services Hotel and Venue Sourcing, Event Program Development, Transportation, Activities, On-site Event Management

The Context

Creating Contrast After Strategy

At the close of the year, DHL brought together its Benelux & Nordics leadership team for a strategic offsite, beginning with an intensive working session in Madrid. The second part of the program was designed as a deliberate counterbalance: a move south to Málaga, where the focus would shift from strategy to connection.

The objective was not simply to reward the group, but to create space — mentally and socially — for reflection, conversation and shared experience. The incentive needed to feel energising yet unforced, structured yet relaxed.

EVENTÔIR was asked to design and deliver a program that would guide this transition seamlessly.

Strategic Approach

Flow Over Fulfilment

The guiding principle behind the Málaga program was flow. Rather than packing the agenda with highlights, the experience was designed as a narrative journey, moving between city and nature, activity and stillness, group moments and individual freedom. The result was a program that felt rich, but never rushed.

Each element served a clear purpose:

Arrival without friction

Seamless transition from travel to experience.

Immersion into local life

Authentic moments over tourist traps.

Perspective through nature

Using landscape to shift mindset.

Connection around the table

Food as the catalyst for conversation.

Arrival in Málaga

A Warm First Impression

Upon arrival in Málaga, guests were met at the airport and transferred to Only YOU Hotel Málaga, a centrally located design hotel overlooking the harbour and historic city centre.

Only YOU Málaga was selected for its ability to combine contemporary elegance with a relaxed, welcoming atmosphere. Its interiors feel refined yet informal, setting the tone for an incentive that was high quality without being rigid. The hotel’s location allowed the group to experience Málaga immediately on foot or by bike, reinforcing a sense of arrival rather than transit.

After check-in and a short moment to settle, the program began gently.

Discovering the Coast

Biking to Pedregalejo

The first afternoon was designed to bring the group into the rhythm of the city. Guests set off on a relaxed biking tour along the coast towards Pedregalejo, a traditional seaside neighbourhood known for its laid-back atmosphere and local character.

Lunch was hosted at Las Palmeras, a beachfront restaurant where classic Spanish dishes were served in an informal setting. The combination of movement, sea air and shared lunch encouraged easy conversation and helped the group transition naturally from travel mode into experience mode.

The afternoon concluded with time to return to the hotel at one’s own pace.

Golden Hour Above the City

Rooftop Welcome

As evening approached, guests reconvened at Lola Rooftop Bar, the hotel’s rooftop bar. From this elevated vantage point, the group enjoyed panoramic views over the city as Málaga began to glow.

December in Málaga brings one of the city’s most magical traditions: the Christmas light show along Calle Larios. From the rooftop, guests were able to watch the illuminated choreography unfold below — a moment that felt both festive and distinctly local.

Welcome drinks were served as the city transformed, marking the official start of the incentive experience.

First Evening

Wine, Tapas and Movement

Following the rooftop welcome, the group set out on a curated wine and tapas tour through Málaga’s historic streets. Moving in smaller groups, guests explored a selection of local venues, tasting regional wines and traditional dishes along the way.

This format was chosen intentionally. By encouraging movement and rotation, conversations flowed naturally across teams and hierarchies. The evening felt social and dynamic, yet relaxed — an ideal first night to reconnect after a day of travel.

Off-road journey into the Andalusian countryside

Into Nature

Off-Road to El Caminito del Rey

The following morning began early, as the group departed the city in SUVs for an off-road journey into the Andalusian countryside. The route itself became part of the experience, with scenic tracks and a tasting stop along the way, gradually shifting the pace and perspective.

The destination was Caminito del Rey, one of the region’s most striking natural landmarks. Guests were offered the choice between the iconic walkway or an alternative guided hike, ensuring comfort and inclusivity for all participants.

Suspended between cliffs and open sky, the Caminito experience provided a powerful contrast to the meeting rooms of the previous days — expansive, grounding and memorable.

Lunch with a View

La Garganta

After the walk, the group gathered for lunch at La Garganta, a restaurant set directly within the dramatic landscape. Here, the experience slowed again, allowing guests to enjoy local cuisine while overlooking the surrounding nature.

This pause — between activity and return — proved essential. It allowed conversations to deepen and impressions to settle before moving back toward the city.

Andalusian Craft

Olive Oil at Molísur

On the return journey, the group stopped at Molísur, an olive oil mill and almazara dedicated to traditional production methods. Guests were welcomed for a guided visit and tasting, offering insight into one of Andalusia’s most emblematic products.

This stop added cultural depth to the day, connecting landscape, craft and taste in a way that felt authentic and unforced.

Farewell dinner at Trocadero Casa de Botes

Farewell Evening

Waterfront Celebration

Back in Málaga, guests enjoyed some personal time before reconvening for the farewell dinner at Trocadero Casa de Botes. Located directly on the waterfront, the venue offered an elegant yet relaxed setting to close the program.

Dinner was followed by an open bar on the terrace, allowing the evening to unfold organically. Conversations lingered, laughter carried, and the incentive concluded on a warm, celebratory note — without formality or pressure.

Departure

A Complete Arc

On Saturday morning, guests departed Málaga, returning home with shared memories that extended far beyond the strategic sessions that began the trip.

Results

Outcomes & Impact

The Málaga incentive achieved its purpose by creating a clear emotional and mental shift after an intensive strategic phase. By carefully balancing activity with ease, and structure with freedom, the program allowed relationships to strengthen naturally. The experience demonstrated how thoughtful pacing, strong destination choices and seamless execution can transform a simple incentive into a meaningful journey.

Reflection

Why This Worked

✓ Strategy and incentive were clearly separated, yet emotionally connected
✓ Málaga offered the ideal balance of city, culture and nature
✓ Every element had a reason — no filler, no overload
✓ Execution remained invisible, allowing guests to stay present

Visuals

Gallery

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