The fourth edition of Coming Up!, organised by SIE, Spain is Excellence, consolidates Spain as a world reference in tourism.
At SIE, Spain Is Excellence We understand that art and craftsmanship are key elements in attracting the luxury traveller. In this sense, our recent event in Úbeda was a clear demonstration of this commitment, bringing together experts, creators and authorities from the sector to reflect on the fundamental role of culture and creativity in the transformation of tourism.
The event was held at the emblematic atelier more&more Designa leading member of SIE and a benchmark in design and handcrafted luxury. This exclusive space, directed by Sandra GranaThe event was the perfect setting for a day of reflection and networking, focusing on a new model of tourism that values the authentic and the exceptional.
"The luxury traveller is no longer just looking for five-star hotels or high-end restaurants. They are looking for genuine experiences, stories to tell and traditions to discover. Craftsmanship is one of the most authentic ways to connect with the soul of a destination," Grana emphasised, reaffirming the importance of unique experiences for the tourist of excellence.
During the event, we had the privilege of having the presence of Esther Morenoartist and designer and founder of more&more Design, who shared her vision on how art and craftsmanship are fundamental elements for differentiation in luxury tourism. In addition, she presented the exclusive SIE and SIE Laurel stampsdesigned by hand in his studio.
"Every piece we create at more&more Design has a story, an essence. And that is what the luxury traveller is looking for: authenticity. The SIE seals represent that commitment to quality, sustainability and exclusivity," Moreno said.
A key moment of the day was the presentation of the SIE and SIE Laurel stampsa pioneering initiative in Spain that recognises destinations and establishments that elevate the tourist experience to extraordinary levels.
"With these labels we want to do in tourism what the Michelin Guide did in gastronomy: highlight those who are really transforming the sector and offering memorable experiences," he said. Sandra Grana.
The choice of Úbeda as the venue for this event was no coincidence. Its priceless Renaissance heritage, its commitment to craftsmanship and its growing recognition as a top cultural destination position it as a perfect enclave within the SIE network of excellence.
"Cities like Úbeda show that luxury is not just a matter of ostentation, but of authenticity. The traveller of excellence seeks to be moved, to connect with history and to feel part of something unique," added Grana.
The day culminated with a toast at the atelier more&more Designwhere attendees were able to exchange ideas on the future of luxury tourism in Spain, while exploring the creations of Esther Moreno, a true expression of handcrafted luxury.
At SIE, Spain Is Excellence We continue to work to position Spain as a global benchmark in luxury tourism, highlighting those destinations and projects that make a difference. With initiatives such as this one, we reaffirm our commitment to a tourism model based on the authenticitythe sustainability and the exclusivity.
We continue to move forward, elevating art, craftsmanship and excellence as fundamental pillars of a tourism that not only attracts travellers, but also leaves an indelible mark.
The fourth edition of Coming Up!, organised by SIE, Spain is Excellence, consolidates Spain as a world reference in tourism.
From 16 to 20 September, SIE welcomed an exclusive group of six high-level agencies.
Santa Casilda: the light of the Spanish Baroque in the Thyssen-Bornemisza Museum
Saint Casilda, painted by Zurbarán around 1635, is a jewel of Spanish Baroque art. In the Thyssen-Bornemisza Museum it dazzles with its
