Cultural immersion inspires a world-class incentive travel experience
How Conga connected its top performers to organizational culture amidst the vibrancy of Marrakesh, Morocco.
Conga, a software provider, aligned its Aspire incentive trip to a cornerstone of its organizational culture: Serving each other on a shared journey. They wanted to look beyond luxurious accommodations and infuse the trip with meaningful, place-based experiences for the group of 131 attendees. Activities highlighted the multifaceted intrigue of a global trading hub. Explorations encouraged team building, volunteerism and recognition—giving the mostly remote team the opportunity to bond over shared memories.
![Attendees participating in a team-building treasure hunt in the Medina market.]()
Attendees participated in a team-building treasure hunt in the mazelike Medina market.
Maximizing Moments in Morocco
Compelling heritage sights. Cosmopolitan amenities. Thrilling adventures. Marrakesh is an emerging destination for anyone seeking an escape from the everyday. Its arid climate and always-blue skies offer an appealing alternative to popular warm-weather spots. The dynamic city boasts more than a millennium’s worth of Berber, Arabian and European cultural influence at the foot of North Africa’s Atlas Mountains.
Exploring the Red City and the surrounding desert valley inspired unforgettable moments for Conga Aspire attendees. A team-building treasure hunt in the mazelike Medina market, a day of service and an upscale desert dance party brought everyone together under the same tent. Sometimes, literally.
Other activities, like shopping at the souk, an open-air market, and riding dune buggies, catered to personalized interests. After each full day of exploring, attendees returned to a warm welcome at the Four Seasons Resort Marrakesh.
Opening Doors
Authentic cultural experiences encouraged attendees to embrace Morocco’s many charms. Pops of Marrakesh’s unique ‘Majorelle blue’ hue wove local color through the details.
![incentive travel trip attendees dancing at evening event]()
Attendees got a taste of authentic cultural elements by receiving kaftan tunics to wear for the evening while dancing to traditional and contemporary Moroccan music.
Purposeful Play
The service day at Atlas Kinder Village was the top-rated experience for attendees during the action-packed trip.
![incentive travel trip attendee reading to local child in morocco]()
Attendees read to local children and delivered school supplies.
Clients trust ITA Group to secure transformational partnerships. Vetting NGOs and arranging service trip suppliers requires strong relationship and logistical management skills.
Spice of Life
Creative cuisine and destination dining made for many memorable meals on the five-day trip.
![incentive travel trip attendees and local children participate in cooking lesson]()
Children from Atlas Kinder Village played sous chef during a cooking class.
Delegating Destination Expertise
Designing each day required a keen understanding of both Marrakesh’s offerings and the vision Conga leaders held for the trip. Expert buyers with global experience and insider knowledge mapped activities to client goals. Site visits, local partnerships and creative insights brought the bold vision to life. The comprehensive Aspire itinerary tied perfectly to the setting, and to Conga’s culture of connectivity.
Local artisans demonstrated skills and sold their wares at a pop-up welcome market held at the resort, under glowing lanterns suspended from the trees.
Attendees enjoyed authentic, local cuisine.
Excursions to a palace, perfumery, museum and other must-visit sites exposed participants to cultural treasures.
Attendees recharged at a Bedouin encampment after the adrenaline rush of riding camels.
Attendees delivered school supplies and made crafts with orphaned children during a rewarding give-back experience that complemented Conga’s goals.
Building playground equipment and a climbing wall made a lasting impact.
Aspire awards drew inspiration from handcrafted Moroccan candle lanterns, reinforcing the tie between the trip and winners’ hard work.
The Aspire award ceremony allowed Conga to recognize in a way that felt authentic to the destination.
The natural atmosphere made the perfect backdrop for an evening event under the stars.
Stunning architecture at this elaborately tiled restaurant offered a feast for the eyes.