Nearly 500 professionals and more than 50 experts from the business travel and corporate events sector participated on July 8 and 9 in the 4th Innovation Summit Business Travel & MICE (ISBTM 2026), held in Madrid on July 8 and 9, where they agreed that the industry is undergoing a paradigm shift in which the traveler?s experience, productivity, and strategic value are taking on greater importance compared to the traditional focus on cost.