The experience economy is now worth over a trillion dollars worldwide. According to Forbes, the sector's biggest challenge is closing the gap between promises and reality. Creativity is no longer the limit; execution, structure, and ecosystem integration are.
Madrid has been the place where these key conversations have taken place for the last three years with TEM: The Experience Economy Meeting. Now, the forum relaunches under a new identity: GXG — the Global Gathering of the Experience Economy.
The event, produced by Fever, will now have an expanded scope and a clearer focus. It will bring together more than 350 senior leaders from across live entertainment, immersive formats, touring exhibitions, venues, sports, IP, and cultural institutions.
The gathering is held at Green Patio, one of Madrid's few remaining historic printing presses. Its industrial structure and layered history make it a uniquely attractive event space in Madrid. More than just a venue, it earns its place in the programme.
A space to build
GXG 2026 is supported by official partners: MAD — Madrid Artes Digitales, Imagine, Proactiv Entertainment, Alegria Exhibition, and EFM Global.
Media partners for this edition include Forbes Spain, IQ Magazine, blooloop, TEO — the Touring Exhibitions Organisation, Experience UK, and the Secret Media Network.
Mariano Otero, SVP of business development at Fever, a global platform for discovering live entertainment, says:
"Touring producers, venue operators, creative studios, IP owners, promoters, and cultural institutions are all navigating similar challenges — but rarely in the same room, with the time and context to engage deeply across verticals.
"The real opportunity isn't in staying in our lanes — it's in building across them."
GXG was built to create that space.
This two-day programme explores key industry questions: how entertainment ideas scale while maintaining their core appeal; how IP moves and adapts across markets and formats; the changing dynamics among venues, brands, and audiences; and what the future of live experiences demands of creators.
The evening of 5 October will feature the GXG Awards. Additional speaker and session details will be announced soon.
For more information and to register, please click here.
Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.
