2 - 5 Oct 25 It Begins
with X
An immersive, 1-2-1 meetings experience — reimagined.

- 20 curated, pre-scheduled meetings
- Destination exploration designed to challenge
- Collaborative tools, shared briefs, and fresh formats
INTERESTED?
2 - 5 Oct 25 Unleash Your
Potential
Not all beaches are golden.
Not all journeys are straight.
Not all mountains have a peak.

Join us in Puerto De La Cruz
DISCOVER...
2 - 5 Oct 25 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. INTERESTED?

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

2 - 5 Oct 25 Location:
Puerto de la Cruz
The bold don’t wait for answers—they find them. If you are ready to X-plore with us and discover more, ask below...

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