Destinations, be they countries, cities or shopping malls, are all competing for visitors and customers. Destination marketing organisations have abounded recently to plan, research, control and evaluate programmes and events they develop to attract and satisfy tourists and customers’ needs. This study investigates the use of destination marketing strategies to expose customers to a newly opened shopping mall in Port Elizabeth, South Africa. The mall management collaborated with the Nelson Mandela University Business School to host their annual team building event at the mall. The event took the form of an Amazing Race, where the tenants in the mall became the destinations and the MBA students in groups were the participants. The positivist paradigm was chosen, and the study was conducted using a quantitative approach. The students reside all over South Africa, with 40% living in Port Elizabeth, South Africa. A total of 95 students participated in the event and 65% responded to the survey, which was administered online using QuestionPro. The data were statistically analysed, including exploratory factor analysis. The findings indicate that the participants enjoyed the event. The event provided a platform for group interaction, they learned about the location and 97% said they would revisit the mall. A statistically significant correlation (r = 0.617, n = 65) was established between the factors Team Building Location and Team Building Event. Based on the success of the Amazing Race event, the Boardwalk Shopping Mall management has incorporated an Amazing Race team building event as part of their portfolio for clients.