GXG: global gathering of the experience economy launches in October
GXG, the global gathering of the experience economy, is launching in Madrid this October.
An evolution of TEM: The Experience Economy Meeting, GXG is an annual moment where the experience economy comes together across sectors.
Returning on 5 and 6 October 2026, GXG brings together the people shaping the future of live entertainment, immersive formats, IP-driven attractions, museums, festivals, brand homes, and cultural institutions.
GXG is designed to address how to structure, collaborate, and deliver consistently as the experience economy, continues to grow.
Trillion-dollar industry
“The experience economy has reached a point of real scale,” said Mariano Otero, SVP of business development at Fever, a GXG co-producer and a premier global platform for discovering live entertainment that helps millions of people find the best local experiences.
“What was once a collection of adjacent industries – live music, exhibitions, sports, cultural programming – is increasingly operating as a single, interconnected ecosystem.
“Experiences are no longer a niche; they are a core driver of how people spend their time, and how cities, brands, and institutions create value.
“With that growth comes a new level of complexity.”
He added: “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.”
A curated gathering of 300 senior decision-makers, GXG hosts executives, founders, operators and cultural leaders for two days of dialogue and strategic exchange.
The event is deliberately intimate, and designed to complement traditional trade shows and conferences rather than replace them.
“The ambition is simple. To create a space where conversations can go deeper, where different parts of the industry can connect more directly, and where new partnerships can take shape — particularly across formats that don’t always interact,” said Otero.
Engaging across verticals
“While Fever is helping to bring this together, GXG is intended as a space shaped by the people in the room – across the industry – and open to anyone contributing to its evolution.”
He added: “If you are building, operating, or shaping the future of experiences – across any part of the ecosystem – this is where the conversation continues.”
GXG 2026 will take place at Green Patio, a private venue at the heart of Madrid. Tickets can be purchased here.
