Welcome to X

Where the summit is a crater, and the beaches are black.

X isn’t just a meetings event — it’s a mindset shift.
We invite the bold to challenge assumptions, explore the unexpected, and redefine what it means to be successful in our industry.

Keynote Speaker

We’re super excited to reveal that Rory Sutherland, Vice Chairman at Ogilvy UK, behavioural science guru, author and unlikely TikTok sensation, will be joining the inaugural X: by micebook in October to deliver what promises to be a unique and dynamic keynote session.

Rethink the Peak

Inspired by Mount Teide, where the summit is a crater, this year’s theme challenges everything you think you know about success, leadership, and progress.
Over three days — X-periment, X-celerate, and X-plore — we’ll flip perspectives and shift mindsets.

Why Attend?

20 high-value business meetings with top-tier suppliers

Participate in curated content designed to make you think

Explore a destination that surprises and inspires

Be part of something different and designed to challenge yourself

Event Partners

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