AEVEA focuses its strategy on best practices for events after celebrating its 10th anniversary
Agencias de Eventos Españolas Asociadas (AEVEA) has celebrated its 10º anniversary defining an ambitious roadmap for the period 2025-2026, in which the certification of good practices and management training are positioned as its main bets. More than 200 professionals accompanied the association yesterday at its event held in Madrid.
More than 200 professionals accompanied the association yesterday at its event held in Madrid.
In a meeting held at the Lírico Rooftop Calderón space in Madrid, AEVEA brought together members and partners who have accompanied the association on a key day for the consolidation of the corporate events and experiential marketing sector in Spain.
The event, hosted by journalist Eva Rojas, became an emotional journey through everything that has been built in these ten years: a stronger community, a more professional industry and a sector increasingly recognized as an economic and strategic engine.
With an eye on the future, AEVEA has defined an ambitious roadmap for the period 2025-2026, in which the certification of best practices is positioned as one of its main commitments. The association will work on the creation of its own certification system, which guarantees quality standards recognized by brands and institutions, strengthening confidence in the sector and increasing its competitiveness.
The digital transformation will be another of the strategic pillars, with the aim of optimizing services for members and improving the organization's operations. Likewise, AEVEA is seeking to expand its network of agencies, with the goal of reaching 100 associated entities by the end of 2026, which will further consolidate the business fabric of the sector.
Training will continue to be a fundamental pillar. The Association will renew and expand its training programs, placing special emphasis on the training of the sector's leaders and on the development of new competencies adapted to market changes. Similarly, networking and collaboration between agencies, brands and suppliers will be encouraged, with the aim of generating more business opportunities and strengthening the community of experiential marketing professionals.
Mariano Rodríguez, president of AEVEA, explains that: “with these objectives already in place and others on the horizon, in AEVEA we start our second day with the determination to continue leading the change in the events industry, betting on innovation, professionalization and sustainable growth of the sector”.
10TH ANNIVERSARY
During the celebration, AEVEA paid tribute to the presidents who have led the association over the years, whose commitment and vision have been fundamental in promoting standards of quality, innovation and sustainability. Recognition was also given to the service companies and suppliers that have continuously supported the association since its creation.
One of the most emotional moments of the evening was the special tribute to Beatriz González-Quevedo, Institutional Director at AEVEA, recognized for being the person who has been part of the association since its inception in 2015. Her commitment, dedication and deep knowledge have been vital to the operation and spirit of AEVEA throughout this day.
The event counted with the institutional participation of Héctor Coronel, director of Tourism of the Madrid City Council, who highlighted “the essential role that the association plays in the professionalization of the sector and in generating a direct impact on the competitiveness of the city and the country”.
Since its creation, AEVEA has managed to consolidate its position as the sector's employer's association, bringing together the main event agencies and acting as a key interlocutor before public and private organizations. Thus, its work has been decisive in the signing of the first Collective Bargaining Agreement of the sector, reached in November 2024 and in force since January 2025, a milestone that reinforces labor and professional stability in the industry.
In addition, the Association has worked in close collaboration with entities such as the MICE Forum and local administrations, achieving its integration in strategic working groups in both Madrid and Barcelona.
Their commitment to ethics and transparency has materialized in the creation of a code of ethics and good practices, as well as in the Good Practices Guide;These initiatives have marked a before and after in the regulation and standardization of processes in the sector.
The growth of AEVEA is also reflected in its figures: from 35 founding agencies to 85 today, with presence in 13 autonomous communities. In parallel, it has promoted training and innovation with programs such as AEVEA&Co and AEVEALabs, and has established collaborations with entities such as the Ministry of Education and INCUAL for the creation of specialization programs in experiential marketing. It has also held two editions of its most ambitious event, the AEVEA Awards, which highlights the work of agencies and has become a reference in the sector.