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This case study focuses on the development of an incentive event, by students in groups, based on detailed specifications. The case is targeted to senior undergraduate students in tourism management and is aimed at teaching the students the complexities of event planning through hands-on experience. The students are supported by professionals from the industry within a mentor-mentee framework. Mentorship programmes are included as part of the strategic work to combine theory and practice ( Arnesson & Albinsson, 2017 ). The case is designed to use well-known planning tools, such as mind mapping, and to address specific issues that may constrain the planning of the event, such as risk management, use of corporate social responsibility, etc., as embedded within the event.
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