THIRD EDITION
The key event defining the future of tourism excellence in Spain
25 October 2024
09:30 a 19:30
The Royal Academy of Fine Arts of San Fernando
Coming Up! A landmark event: Why you can't miss it?
Aimed at luxury and premium tourism companies, as well as those wishing to improve their positioning in the market, attendees at this annual meeting will learn first-hand about the new trends that will shape the sector in 2025.
It is undoubtedly also an ideal occasion for companies working in the tourism sector.
2023 was a great success and 2024 will be no less. We invite you to reminisce about the Coming Up! of 2023, then we know your answer will be clear - you're joining in!
An exceptional day
You will be able to enjoy four round tables with topics and leading experts that will transform your vision of tourism excellence in Spain.
Lecture on tourismphobia
From 10:00 to 11:00
Through an expert perspective, key questions will be answered such as: How did we get to tourismphobia? How can the problem be solved?
Ana Alonso
(CEO of SIE, Spain is excellence).
Sustainability Roundtable
From 11:00 to 12:00
A point of inspiration for the private sector based on sustainability success stories.
Teresa Parejo Navajas
(Director of Sustainability at Iberia).
Juan Manuel González Serna
(First Vice-Chairman and Coordinating Director of Iberdrola).
Ilona Shekyants Kazaryan
(Deputy Director of Tourism Development and Sustainability, General Secretariat of Tourism).
Jaime de Jaraíz Lozano
(President and CEO of LG Electronics España).
Cultural tourism round table
12:30 a 13:30
The keys to change in cultural tourism and the means to connect with all generations will be unveiled.
Alfredo Pérez de Armiñan y de la Serna
(Deputy Director-Treasurer of the San Fernando Royal Academy of Fine Arts).
Maribel Hipólito Herrero
(Head of Tourism Promotion at the Museo Nacional Thyssen-Bornemisza).
Javier Fitz-James Stuart Soto
(President, Castles and Palaces Historical Heritage Network).
Marisa Vázquez-Shelly
(Director of Private Patronage of the Teatro Real).
Attraction and Loyalty Desk
of talent
From 13:30 to 14:30
It will address one of the most topical issues in the tourism sector in general and in the excellence sector in particular.
Borja Martín Guridi
(Chef Concierge at the Mandarin Oriental Ritz and President of Les Clefs d'Or Spain).
Iñigo Pérez
(General Manager of Catenon)
Guillermo García Martínez
(Assistant to General Management at Lifegourmet).
Paloma Arias-Perero
(Senior Director of People & Culture at Four Seasons Hotels & Resorts).
Private cocktail party in Galería Canalejas
From 14:30 to 16:00
Access by invitation only
Experiences to cultivate the five senses
And, in the afternoon... Immerse yourself in experiences designed and personalised for the first time for you, in two iconic venues: the Four Seasons Hotel Madrid and Galería Canalejas. Spaces created for dialogue, inspiration, learning and the creation of collaborative synergies.
Four Seasons Hotel Madrid
Calle de Sevilla, 3, 28014 Madrid, Spain.
How to look after your skin when travelling in Spain
by Godwana and Sisley
16:00 a 17:00
You will discover how to adapt your skincare routine to different climates, inspired by four unique destinations in Spain. Each step of the routine will be designed according to the conditions of these places: the freshness of the north, the dryness of the south, the humidity of the Mediterranean and the mountains of the interior. A sensory journey that combines beauty and wellbeing!
Art & Aroma Thyssen Museum x Alqvimia
17:30 a 18:30
You will explore the olfactory connection between art and nature through a sensory tasting of pure essential oils, inspired by the four seasons, the aromas will be aligned with the museum's masterpieces, creating a unique dialogue between each painting and its fragrances.
An experience that will awaken all your senses!
Canalejas Gallery
Pl. de Canalejas, 1, Centro, 28014 Madrid, Spain.
Trends in home decoration by The Arc Collection
From 17:00 to 18:00
We will delve into a variety of home decorating trends. Through the guidance of experts in the field, we will explore innovative styles and techniques that will transform your space, providing inspiration and practical knowledge to create an environment that reflects your personality and lifestyle.
Pairing of sacred art with Leonese wines
From 18:30 to 19:30
Each work of art will be accompanied by a wine, whose profile has been chosen according to the nuances and essence of each painting, creating a harmony between visual art and the sensory pleasure of wine.
Sponsors of the experiences
With the support of
We look forward to seeing you at Coming Up! 2024
Book your place and attend the most awaited tourism event of the year
of the year free of charge
Sponsors of the event
With the support of
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