The key event that defines tourism excellence in Spain.
What is Coming Up?
Organised by SIE, Spain Is Excellence, Coming Up! is the benchmark meeting for the luxury and premium tourism sector. It is an annual event aimed at companies and institutions that seek to be at the forefront, exploring new ways of latest trends market and consumption.
NEXT EDITION COMING UP
Don’t miss the fifth edition of our annual event! Coming Up! 2026
Date — 26 October 2026
Venue - Hotel VP Plaza España, Madrid
Luxury tourism is changing in Spain and across the board
worldwide at an unprecedented rate. New travellers, new
generations, new expectations and new ways of
Discovering, experiencing and living in destinations are redefining the
sector worldwide.
WHO IS IT AIMED AT?
Coming Up! is for you if you are a luxury or premium tourism company, or if you are looking to improve your market positioning.
It is the ideal meeting point for companies working in the sector that want to be at the forefront of best practices and business opportunities.
Every year, Coming Up! consolidates its position as an unmissable benchmark for the quality of its content and the collaborative environment it fosters. On a media level, the event generates great interest, positioning the members of the SIE Club, the Spain Brand and sponsors as leaders in tourism excellence. The success of each edition demonstrates our commitment to innovation and the future of the sector.
What will you take away from each edition?
Each edition of Coming Up! is carefully designed to offer you tangible value:
Expert content
Round tables and presentations with leading experts who will transform your vision of tourism excellence.
Networking
A unique opportunity to connect with the most relevant leaders and actors in the sector, creating valuable synergies.
Anticipating trends
You will learn first-hand about the innovations and trends that will shape the future of tourism.
Exclusive experiences
Events and activities designed to inspire and connect with excellence in a unique environment.
Do you want to be a sponsor or collaborator in the next edition?
Each edition is possible thanks to those who believe in the talent, innovation and potential of our country. If you also want to promote this project, write to us at events@spainsisexcellence.com.
