IV EDITION
The benchmark event that defines tourism excellence in Spain.
MEMORY OF THE EVENT
Coming Up! 2025 held on 27 October turned VP Plaza España Design into the epicentre of trends and strategies for the future of luxury tourism.
This conference brought together a select representation of leaders and experts in the tourism and digital sector to analyse the trends that redefine the high-value traveller experience and the projection of the Spain brand.
The event began with a welcome from Ana Alonso, CEO of Spain Is Excellence, who emphasised the importance of digital innovation and data as the new pillars of luxury. Discussions delved into how connectivity is becoming a must-have for the excellence traveller and how the power of data enables strategic destination planning.
The panel discussions confirmed the rise of Femmefluence and the tourism generated by elite training, identifying key markets such as Argentina and Southeast Asia. The day concluded by reaffirming that the future of tourism excellence lies in the commitment to the experience with purpose and the visit that matters, a commitment that the Community of Madrid is leading.
Gallery of the event
This was the high-level day
On 27 October we enjoyed the following agenda of interviews and round tables:
9:30h - 9:45h
Welcome and presentation on Connectivity
Ana Alonso, CEO of SIE, Spain Is Excellence
Javier Sanchez Ciudad, Marketing and Sales Manager, O2 and Esimflag
9:45h - 10:30h
Emerging Market: Argentino
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
Thank you for your interest!
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