The incentive travel industry has spent considerable energy on the wrong question. The question most incentive briefs are structured around — "how do we design a programme that the participants will enjoy?" — is not the wrong question, but it is not the primary one.

San Sebastián (Donostia) is the most requested gastronomic incentive destination in Europe and, by the density of its Michelin-starred restaurants relative to its population, one of the most concentrated fine dining cities in the world.