TEM: The Experience Economy Meeting is set to return to Madrid on 29 & 30 September 2025. It serves as the premier international summit for those shaping the next wave of audience experiences.
Co-produced by Fever, Exhibition Hub, and Semmel Exhibitions, and held at Madrid’s Florida Park in El Retiro, the event will bring together over 200 senior decision-makers, including producers, brand leaders, venue operators, policymakers, and technology innovators.
As the experience economy surpasses expectations, this industry-focused summit gathers influential voices shaping the future of live entertainment, featuring Pulitzer Prize-winning cultural critic Robin Givhan as a keynote speaker.
The immersive sector is no longer a niche within the creative industry; it has become a worldwide economic powerhouse. In 2024 alone, the U.S. immersive market generated an estimated $3.9 billion in revenue and is expanding at a rate of over 21% per year, according to the Immersive Experience Institute and Gensler Research Institute.
The sector’s rise—heralded by the Financial Times as a “new gold rush for entertainment”—signifies a major shift in how audiences, cities, and companies connect with story, emotion, and space.
A cross-sector approach
Designed as a cutting-edge, industry-led event, TEM focuses on the creative and commercial frameworks that now define experience as both a product and a strategy.
Following its sold-out return in 2024, this year’s edition adopts a more ambitious cross-sector approach, reflecting how immersive formats now influence ticket sales, tourism strategies, fandom, IP valuation, and city branding worldwide.
The 2025 program will focus on pressing industry questions, including global touring and venue partnerships, the economics of fandom and branded worlds, data-driven storytelling and design, and creating scalable formats that transcend borders, audiences, and revenue streams.
It will also examine emotional return on investment and marketing psychology, as well as the role of cultural diplomacy and the growing influence of experiences as a form of soft power.
One of the event’s highlights is a live discussion with Robin Givhan, Pulitzer Prize-winning fashion and culture critic at The Washington Post. She will introduce her new book, Make It Ours: Crashing the Gates of Culture with Virgil Abloh, a powerful exploration of the visionary legacy of Virgil Abloh.
In an era when aesthetics, experience, and identity are deeply intertwined, Givhan’s presence encourages TEM audiences to consider how live formats are designed not only for engagement but also for meaning.
New for 2025
TEM 2025 also features the TEM Flea Market—a curated “show-and-sell” format where companies have brief time slots to pitch their IP, formats, or services. It provides a live glimpse into current trends, tourable projects, and emerging interests across different continents.
Meanwhile, a site-specific commission by avant-garde balloon artist DJ Morrow—hailed by The New York Times for their genre-defying work—will create a playful spatial intervention that highlights the forum’s mix of commerce and creativity.
With confirmed supporters and sponsors including Imagine, Alegria Exhibition, Proactiv Entertainment, FKP Scorpio Entertainment, JVS Trade Group, Madrid Artes Digitales (MAD), Look2Innovate, EFM Global, and COFO Exhibitions, TEM is a space created by the industry, for the industry.
Tickets for The Experience Economy Meeting are still available on the official landing page, but space is limited. For those shaping the future of immersive culture, fandom, and live entertainment, this is the place to connect.
