Amsterdam is the most visited city in Europe for corporate events and one of the most frequently cited as disappointing by incentive buyers who have been there more than once. The source of the disappointment is not the city — it is the programme formula that has accumulated around it: the canal boat dinner, the Heineken Experience, the Keukenhof day trip, the gala dinner in a warehouse with a DJ.

Belgium receives more MICE visitors than it receives incentive travel visitors, by a large margin. The distinction is significant. The conference and congress market comes to Brussels for the EU institutions, NATO, and the international regulatory bodies whose physical concentration in the capital has made Belgium a permanent fixture on the Central European conference circuit.

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.

Vienna is the fifth most visited MICE destination in Europe by delegate volume, and the most consistently underperforming as an incentive destination.

Burgundy is the most requested wine destination for incentive and corporate travel in Europe and, as a direct consequence, the most formulaic.

Switzerland charges a premium for everything and remains consistently in demand. This is not an anomaly; it is the correct outcome of a value proposition that the rest of Europe has not replicated.

The Scottish Highland estate retreat is one of the most requested formats in senior leadership and board programme planning, and one of the most consistently misunderstood.