• October 7, 2025

A journey into the unexpected: X: by micebook 2025 highlights

A journey into the unexpected: X: by micebook 2025 highlights

A journey into the unexpected: X: by micebook 2025 highlights 1024 683 micebook.

Not all beaches are golden. Not all Journeys are straight. Not all mountains have a peak. And what if the top isn’t really the top?

That was our key messaging and theme for the inaugural X: by micebook last week, a three-day event designed entirely around expecting the unexpected.

In the spectacular backdrop of Puerto de la Cruz, a hidden gem in the north of Tenerife, 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.

Originally due to be hosted at the new Gran Hotel Taoro, the micebook team also had to embrace the unexpected when the hotel’s opening was delayed.

But the Taoro team ensured the X by micebook experience continued seamlessly — reimagined at the nearby Meliá Costa Atlantis in Puerto de la Cruz. And our buyer attendees still got the opportunity to have a sneak peek at the spectacular property, which will open its doors and be ready to start welcoming its first groups very soon.

Pre-event, all attendees took part in a quiz, which unlocked four different mindset pathways – Trailblazers, Scribes, Mavericks and Igniters. On arrival, our X-plorers were given a coloured bracelet created by social enterprise Colors for Good, which symbolised their mindset group and determined their activity for X Day.

On the first night, guests enjoyed a welcome reception and dinner at La Ganania, complete with masquerade masks and a surprise post-dinner carnival performance –who knew Tenerife hosts the second largest carnival in the world after Rio?

Throughout the evening, the intrigue for X Day started to build, with attendees keen to see who was in their mindset group and guessing what their activity would be.

The suspense continued to grow throughout day 2, as our buyers and suppliers took part in pre-scheduled meetings throughout the day and hit fever pitch by the time they hit the hotel bar in the evening, with speculation including shopping days, goat yoga, spa time and paragliding.

Rory Sutherland, Vice Chairman of Ogilvy and one of the most influential voices in behavioural science and marketing, delivered a thought-provoking keynote, challenging delegates to think differently and design for the unexpected with discretionary generosity in mind, which fit perfectly with our theme.

In a talk that covered everything from speedometers to popsicle hotlines, he kept the audience enthralled (read our 5 key takeaways from the many golden nuggets he shared here), before we headed out for our second evening at another beautiful venue, Casa Del Vino.

And when they got back to their rooms, our mindset groups finally found out what their X Day expedition was.

With blue skies and glorious sunshine, the final morning saw our trailblazers set off on a volcano trek, the Igniters embarked on an e-bike tour, while the Mavericks jumped on jeeps for a journey into the national park, followed by a cable car to the top of Mount Teide, with the Scribes enjoying a cultural experience in La Laguna, Tenerife’s old capital.

And before we knew it, the X journey was coming to an end at our final gala night, with another spectacular dinner and backdrop at Isla del Lago.

Thanks to our wonderful buyers and supplier partners for being bold and supporting our inaugural X: by micebook. A huge thank you to our incredible sponsors and partners – Tenerife Convention Bureau, Capital Incentive DMC, TenTravel DMC, Gran Hotel Taoro, All About Flights and Grip – for helping us make the magic happen.

X: by micebook will return in 2026 on 1-4 October, taking place at the Kempinski Hotel Muscat in Oman.

Check out our photo galleries from the event here

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