"Vivo" – Spanish for "alive" – and "evolution" have been combined to create the theme "Vivolution".

It is intended to encapsulate the successes and challenges the travel industry experiences daily.

In what is Advantage’s 40th anniversary year, the three-day conference will reflect on the evolution of the travel industry over the last four decades, and how its members and business partners can contribute in shaping the future of travel.

To be held in the Andalusian province of Sancti Petri, between May 17-20, the annual Advantage Conference will take onboard delegate feedback from last year’s conference and, following member sounding boards, will feature a revised programme of “engaging, cross-sector sessions and formats, representing the key themes from Advantage’s four decades”.

Conference delegates will also be able to join a number of participatory sessions, including speed dating-style networking, breakout sessions and the return of the popular “dine-arounds” on the Saturday evening.

Attendees are invited to join Advantage’s 40th celebrations at a birthday drinks welcome party and a gala dinner, as well as having the chance to explore the Andalusian region on organised excursions.

Conference sessions will be held at the Valentin Santi Petri Hotel and Convention Centre, the largest event space in the Cadiz region. Advantage Conference guests will stay in a number of hotels located on Sancti Petri’s beachfront.