Coming Up! 2026

5th EDITION

The key event that defines excellence in tourism in Spain

WHEN?

26 October 2026

WHAT TIME?

9.30 am – 3.00 pm

WHERE?

Hotel VP Plaza de España

COMING UP! 2026

Luxury tourism is changing in Spain and around the world at an unprecedented rate.

An event that will bring together leaders, businesses and organisations to share knowledge, anticipate change and explore new ways of creating value in the premium and luxury tourism sectors. Because the traveller of the future is already changing the way we understand destinations, experiences and brands.

In this issue, we’ll be focusing on some of the major trends that are redefining the industry: the changing habits of expats in Spain, the search for experiences away from the crowds, the power of brand partnerships, and the evolution of gastronomy as an essential part of the travel experience.

Four perspectives on the same challenge: understanding what today’s traveller is looking for, so that we can anticipate what they will be looking for tomorrow. An opportunity to discover new perspectives, identify opportunities and connect with those who are driving the transformation of high-end tourism.

Because the future of the industry does not lie solely in following trends, but in to understand them, anticipate them and turn them into experiences that can make a difference.

Gallery of the event

A day at the highest level

On 26 October, you’ll be able to enjoy live interviews and explore the latest market trends and
consumption trends that are transforming the tourism sector
Are you going to miss it?

9.00 am –
9.30 am

Accreditations

9.30 am –
9.45 am

A welcome from Ana Alonso and a summary of the year

9.45 am – 11.00 am

Expatriates in Spain: What attracts them to travelling around our country

Ana Alonso (CEO of SIE) and Helena Lamers (Head of Markets
(international) will analyse how expatriates living in
Spain: a market with high purchasing power and a deep
knowledge of the destination is transforming the concept of travel
and setting new trends in tourism consumption.

Ana Alonso, CEO of SIE, Spain Is Excellence

Javier Sanchez Ciudad, Marketing and Sales Manager, O2 and Esimflag

11.00 –
11.30 am

Coffee Break & Networking

11.30 am –
2.00 pm

Round-table discussions: market trends

Escaping the crowds: The holiday begins where the queue ends

The most popular destinations remain a major draw, but the
The challenge is to discover them in a different way. The experiences, actions and
Campaigns run by institutions can spread the flow of people and expand the
stay and show a more authentic side of the destination, beyond the
tourist attractions

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

Co-branding: The power of partnerships

Today’s traveller does not consume individual products, but experiences
comprehensive. Collaboration between companies from different sectors — hotels,
gastronomy, culture, transport, wellbeing, fashion, sport or luxury—enables
create proposals that are more attractive, distinctive and better able to
to attract the same type of customer.

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

The Power of Gastronomy: Beyond the Stars

MODERATOR

Ana Alonso, CEO of SIE, Spain Is Excellence

Eduardo Prieto, General Manager of Visa in Spain

For years, culinary excellence has been associated with stars
Michelin: sophistication and innovation. However, today’s traveller
looks for something more: authenticity, the product, the story, the atmosphere, hospitality and
connection with the destination. These days, a memorable meal does not depend on
not just the dish itself, but everything that happens around the table.

12:00h - 12:45h