INMA’s annual Media Innovation Week study tour isn’t just a tour – it’s a living case study of European media reinvention, run by people who actually live and breathe this stuff every day.

From Oslo to Stockholm to Hamburg to Berlin to Copenhagen to Antwerp to Helsinki to Dublin, INMA has taken 200+ European media professionals to the front door of media innovation – the best master class of European news media led by the most insightful moderators.

In 2026, INMA lands in Madrid. We can’t wait to show you what Spain has to offer.

Why INMA’s European study tours stand apart

INMA’s Media Innovation Week Study Tour has earned a reputation as one of the news industry’s most distinctive and high-impact learning experiences.

This is not a sightseeing tour of newsrooms — it is a deep, structured immersion into how Europe’s most forward-thinking publishers are transforming audience, product, revenue, and culture.

What makes INMA study tours different?

• A decade of INMA craft. Our European study tours are refined, intentional, and designed to accelerate understanding — with each visit built around clear learning outcomes.
• Real access. Meet the leaders who own the P&L, shape strategy, and run audience, product, and editorial — not just spokespeople. Expect candour, honesty, and practical insight.
• Expert curation: What sets INMA study tours apart are the expert curation and moderation that only INMA can provide – deep insights gleaned from what’s said and not said during the study tour.
• A safe space for truth. Conversations run under Chatham House rules, unlocking the real stories behind experiments, missteps, pivots, and wins.
• A narrative that builds. Every stop is part of a coherent storyline: from acquisition to habit, from product to data, from advertising to new
storytelling.
• A global peer group. Travel with top executives from across markets who share challenges, benchmarks, and perspectives — the “between the stops” learning is as valuable as the visits themselves.

What you will learn from Spain’s leading news publishers

Spain is home to some of Europe’s most innovative news organisations — and this tour takes you directly into the heart of their strategies. Participants will come away from INMA Madrid with a rich set of learnings they can apply immediately:

• How audiences are built and grown. Explore Spain’s playbooks for registration, first-party data, newsletters, loyalty features, SEO, apps, and platforms.
• How subscriptions scale. See inside the tactics driving digital subscription growth: dynamic paywalls, onboarding journeys, churn reduction, and emerging bundling models.
• How products take shape. Learn how Spanish product teams prioritise, experiment, and collaborate with newsrooms — and what structures help (or hinder) progress.
• How newsrooms use data wisely. Understand how metrics, dashboards, and insight teams support editorial without overwhelming it, and how value-based publishing decisions get made.
• How advertising is reinventing itself. Get a close look at branded content studios, SME solutions, data-driven targeting, affiliate commerce, and premium cross-media packaging.
• How new formats are accelerating growth. See what’s working in video, audio, podcasts, explainers, and mobile-first storytelling.
• How publishers reach younger audiences. Go beyond TikTok to understand creators, vertical brands, social-native storytelling, and community-driven engagement.
• How culture and change are managed. Hear directly how Spanish publishers are re-skilling teams, evolving workflows, and shifting mindsets from print-first to digital-first — and now AI-aware.

This is your opportunity to see the future of European media up close, learn from the Madrid teams building it, and bring back the practices, frameworks, and inspiration to accelerate transformation in your own organisation.