X: by micebook – Second Edition will now take place in Andalucía, Spain from 1–4 October 2026. Oman, originally planned as this year’s destination, will now host the event in 2027.
Andalucía is a place built on story and connection, where cultures have met, ideas have travelled, and exploration has shaped everything from architecture to cuisine. It’s a destination that invites curiosity and rewards those willing to step a little further off the expected path, which makes it the perfect setting for the next edition of X.
“At X, we’ve always believed the journey is shaped by curiosity, perspective, and the courage to move when the compass points somewhere new,” said Nic Sancho, director of growth & creative strategy at micebook.
“Over the past weeks, we’ve been in close conversation with our partners in Oman while continuing to monitor developments across the region. Together, we’ve decided to allow a little more time for this remarkable destination to be experienced exactly as it deserves.”
This year’s event will now be hosted at OKU Andalusia, a contemporary beachfront retreat on Spain’s southern coast, known for its laid-back luxury, design-led spaces and a setting that naturally brings people together.
The pillars remain the same: X-periment, X-celerate and X-plore, grounded in curiosity, connection and destination discovery.
We look forward to working with a number of partners across the region, including Tourismo Andaluz, Visit Costa Del Sol, Fairmont La Hacienda, SO/ Sotogrande and Accor Luxury & Lifestyle to create an exciting three-day programme designed around expecting the unexpected.
Oman remains very much part of the journey. In partnership with the Oman Convention Bureau and our destination partners, Oman will now host X: by micebook in 2027, when the moment feels right for the experience we want to create together.
The inaugural X: by micebook took place in Puerto de la Cruz in Tenerife last October, where we challenged 100 event buyers and suppliers to embrace the unexpected as they joined us on a three-day immersive journey of teasers, surprises, identity bracelets and curated connections.
Check out the 2025 highlights here
Find out more and register your interest for X: by micebook – Second Edition, Andalucía