IV EDITION
The benchmark event that defines tourism excellence in Spain.
WHEN?
27 October 2025
WHAT TIME?
9:30h - 15:00h
WHERE?
Hotel VP Plaza de España
WHAT IS COMING UP?
A benchmark event in the Spanish tourism sector organised by SIE, Spain Is Excellence.
This annual conference explores the latest market trends and consumer trends in the tourism sector. It is aimed at luxury and premium tourism companies, as well as those wishing to improve their market positioning. It is also ideal for companies working in or for the tourism sector and looking to be at the forefront of best practices and opportunities in tourism.
A day at the highest level
On 27 October you will be able to enjoy a live interview and three round tables that will transform your vision of Spanish tourism of excellence.
Are you going to miss it?
9:30h - 9:45h
Welcome and presentation on Connectivity
Ana Alonso, CEO of SIE, Spain Is Excellence
Javier Sanchez Ciudad,Marketing and Sales Manager of O2 and Esimflag
9:45h - 10:30h
Emerging Market: Argentine and Chilean
MODERATOR
Crismeidy Ureña, Founder and Director of Soy Caribe Premium Magazine and CEO of the communication agency Kleverlink.
Alejandro Nimo, Attaché to the President of Argentina in Spain and Head of Investment and International Trade International Trade
10:30h - 11:15h
Emerging Market: South East Asia
MODERATOR
Helena Lamers, Head of International Markets at SIE, Spain Is Excellence
Amadeo Jensana, Director of the Department of Economics and Business in Casa Asia
11:15h -
11:45h
Coffee Break & Networking
11:45h - 12:00h
Visa interview
MODERATOR
Ana Alonso, CEO of SIE, Spain Is Excellence
Eduardo Prieto, General Manager of Visa in Spain
12:00h - 12:45h
Round Table: Community of Madrid as an Excellent Destination
MODERATOR
Jesús Morales, Director of 20minutos
Beatriz López, CEO of Inspirience Viajes Sostenibles
Rafael Aguilar Rosa, General Manager Tierra Calma Winery and Vineyards
Silvia Martínez de Tejada, Director of Tourism of Galería Canalejas
Raquel González Aguilar, Head of the Promotion Department of the Directorate General for Tourism and Hotel Management in Tourism of the Community of Madrid.
12:45h - 13:30h
Roundtable: Growing Up Travelling
MODERATOR
Susana Gómez, Independent Director and Senior Advisor (SIE, HENNEO and Sherpa Capital)
Mano Soler, Director of Les Roches Marbella
Pablo Zunzunegui, CEO & Founder Unique Galicia
Michele Quintano, Deputy Director Executive Education Esade Business School
13.30h - 14:15h
Round Table: Women Travellers
MODERATOR
María de León, freelance entrepreneur, communicator, writer and humanist.
Charo Izquierdo, Editorial Advisor of Magas and Director of Enclave ODS. Director of the Degree in Fashion Management and Communication at Camilo José Cela University.
Alice Fauveau, CEO of Focus On Women
Iolanda Casalà Surribas, Head of Effectiveness of McCann Worldgroup and Head of Strategy at McCann Barcelona
14:30h - 16:00h
Closing cocktail reception and private lunch
*Access by invitation only
We look forward to seeing you at Coming Up! 2025
Book your place and attend the most awaited tourism event of the year for free.
Reserve your place
SPONSORS
