AEVEA Highlights Strategic Design and Economic Impact in the 12th Edition of Its Yearbook
The 12th edition of the AEVEA Yearbook compiles information from the leading experiential marketing agencies and insights from experts, brands, associations, and event service companies. The publication analyzes the role of strategic design as a driver of growth and includes data on economic impact, business trends, and key industry trends.
Under the title ?From Vision to Impact. Elevating the Industry Through Strategy,? the Association of Spanish Event Agencies (AEVEA) presents a new edition of its Yearbook, which highlights the need for solid structures, ongoing training, and quality standards to establish events as a strategic discipline.
The publication comes at a time of growth and transformation for this industry, marked by greater professionalization and by the importance that events have acquired both in brand strategies and in the Spanish economy.
The 90 agencies that were members of AEVEA at the time of the Yearbook?s publication agree onhighlight the significance of this phase, driven by the evolution of the business and by the sector?s contribution to the economy and to Spain?s international profile.
From the President?s Message to ?Key Messages?
One of the new features of this edition can be found in the section traditionally dedicated to the president?s remarks, which has evolved into the ?Key Messages? format. This section presents a video summarizing the main conclusions of the AEVEAPulse 2025 study.
?This yearbook reflects the leap our sector has taken: from managing events to designing strategies with real impact. Raising the industry?s standards requires professionalizing every decision, and that is precisely the purpose of this new edition,? notes Mariano Rodríguez, president of AEVEA.
Insights from the Experts
The ?Perspectives? section brings together analyses by leading professionals in communications, marketing, and events on some of the main challenges facing the industry.
These include the integration of technology, sustainability, and the need to develop solid strategic frameworks capable of supporting business growth.
A directory of member agencies
The centerpiece of the Yearbook is once again the ?Member Directory,? which allows users to view the profiles, specializations, and capabilities of the 90 agencies that were part of AEVEA at the time of publication.
The directory also includes a search function by location, sector, and event type to make it easier to identify agencies based on the needs of each project or brand strategy.
AEVEAPulse 2025 analyzes business trends
The ?In Depth? section highlights the main conclusions of AEVEAPulse 2025 regarding business and trends. The study compiles responses from agencies and brands to provide an in-depth analysis of recent developments in experiential marketing in Spain.
The results reflect the dynamism of the industry and allow for an analysis of the perspectives of agencies and advertisers in light of the changes that are transforming the market.
The Economic Impact of Events in Spain
The Yearbook also devotes a specific section to the economic dimension of the industry. The ?Numbers? section includes data from the report ?Toward a Comprehensive View of the Economic Impact of the Events Industry in Spain,? prepared by Foro MICE.
According to the study, the industry?s direct economic impact reached 20,296 million euros in 2024, while the indirect impact stood at nearly 39,562 million.
The data highlight the economic scale of the meetings and events industry in Spain and reinforce the debate regarding its professionalization, visibility, and institutional recognition.