location_on date_range Puerto De La Cruz 2-5 October 2025 apply now
2-5 October 2025 | Puerto de la Cruz

X: by micebook

Sometimes, the best view comes from a different perspective.

X: by micebook is not just an event. It’s a journey—designed to flip expectations, challenge norms, and shift how we connect, think, and do business. Inspired by Tenerife’s Mount Teide, where the “top” isn’t a peak, but a crater—we’ll ask: What if where we thought we were heading… wasn’t really the destination?

Ready to rethink the journey?

what to expect

Challenge the norm. Embrace the unexpected.

  • Arrive in Puerto de la Cruz and prepare for perspective-shifting moments from the very beginning.
  • Check into the brand-new 5★ Gran Hotel Taoro
  • Get to know fellow attendees over a relaxed welcome dinner
  • Let the unexpected begin…

Build better connections in smarter ways.

  • Up to 20 high-impact 1:1 meetings, AI-matched for relevance
  • Network with 40–50 senior UK MICE buyers and international suppliers
  • Deepen conversations over hosted hospitality and scenic networking experiences
  • Evening Dinner full of delights

Push boundaries through discovery and adventure.

  • Start with a keynote on our mystery speaker on thinking unconventionally
  • Experience Tenerife’s landscapes and culture on an activity-based morning
  • Regroup at X Base Camp at the foot of Mount Teide for reflection and shared insights
  • Gala Dinner: a final moment to toast the journey

Departures throughout the day

X was never about the finish line. The summit isn’t the end—it’s the journey that transforms you.

  • Itinerary is subject to change
  • Your commitment includes being fully available from 2-5 October and 20 buyer supplier meetings
  • Participation fee of £125
  • Agreement with our buyer participation T&C

DISCOVER THE AUTHENTIC TENERIFE



Explore the wonders of northern Tenerife from the historic Gran Hotel Taoro, a place where the authentic essence of history comes to life. Surrounded by natural landscapes and picturesque villages, the hotel is the perfect starting point to discover the beauty, culture, and traditions that make this area of the island a unique destination.



Ready to rethink the journey?

Apply for X

DISCOVER THE AUTHENTIC TENERIFE Explore the wonders of northern Tenerife from the historic Gran Hotel Taoro, a place where the authentic essence of history comes to life. Surrounded by natural landscapes and picturesque villages, the hotel is the perfect starting point to discover the beauty, culture, and traditions that make this area of the island a unique destination.

Ready to rethink the journey?
Apply for X

Why Join X: by micebook

01
Content that Challenges

Big ideas, bold perspectives, and sessions designed to shake up your thinking.

02
Double the Value

20 x 1-2-1 meetings with top-tier suppliers — plus transformative conversations you won’t find anywhere else. Find our supplier list here.

03
Destination-Led Immersion

In a place where the summit is a crater and the beaches are black — every detail challenges expectations.

04
Fully Hosted, Fully Taken Care Of

Return flights, 5★ accommodation, food, drink, and curated activities — all on us.

RORY SUTHERLAND



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 sesion..



Ready to rethink the journey?

Join Rory Sutherland at X

RORY SUTHERLAND 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 sesion.

Ready to rethink the journey?
Join Rory Sutherland at X

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