Coming Up! 2026

5th EDITION

The key event that defines excellence in tourism in Spain

WHEN?

26 October 2026

WHAT TIME?

9.00 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 and consumer 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

10.00 am – 10.45 am

Round Table: Spain as a home and a destination. The expat traveller’s new perspective

Ana Alonso (CEO of SIE) and Helena Lamers (Head of International Markets) will analyse how expatriates living in Spain – a group with high purchasing power and in-depth knowledge of the destination – are transforming the concept of travel and setting new trends in tourism consumption.

MODERATORS

Ana Alonso, CEO of SIE, Spain Is Excellence

SPEAKERS

Helena Lamers, Director of International Markets, SIE, Spain is Excellence

Sonsoles González-Ferro, founder of SGF Club

Roger Cooke, MBA, FRICS, Trustee and Member of the Executive Committee of the Hispano-British Foundation

Alba Lucía Reyes Contreras, Head of Communications, Marketing and PR at Café Juan Valdez Spain

10.45 am –
11.15 am

Coffee Break

11:15h -
2.00 pm

Round-table discussions: market trends

11:15h -
12:00

Escaping the crowds: The holiday begins where the queue ends

The most popular destinations remain a major draw, but the challenge lies in discovering them in a different way. The experiences, initiatives and campaigns organised by local authorities can help spread visitor numbers, encourage longer stays and showcase a more authentic side of the destination, beyond the tourist icons

MODERATOR

Noemí Navas, senior economics editor, La Vanguardia

SPEAKER

Fernando Márquez de la Plata, founder and CEO of Inspiring Soho

Beatiz Nubiola, Director of Product Development at the Catalan Tourist Board

12:00 –
12.45 pm

The Power of Partnerships

Today’s traveller does not simply consume individual products, but rather complete experiences. Collaboration between companies from different sectors — hotels, gastronomy, culture, transport, wellbeing, fashion, sport and luxury — makes it possible to create more attractive and distinctive offerings that are better able to appeal to the same customer profile.

MODERATOR

Ana Márquez, journalist and editor-in-chief of COOL

SPEAKERS

Andrés Aberasturi, CEO and founder of PELONIO GROUP

Andrea de Juan, CMO at Silbon

Laura del Pozo, Head of Communications and Public Relations at Rosewood Villa Magna

12.45 –
1.30 pm

Gastronomy as a Destination: Evolution and Trends

Today’s traveller is looking for something more: authenticity, the food itself, the story behind it, the atmosphere, hospitality and a connection with the destination. These days, a memorable meal depends not just on the food itself, but on everything that happens around the table.