February has been an especially active month for the MICE industry and for Eventscase also. A combination of professional development initiatives and celebratory industry events has defined the start of 2026. Here is a summary of the key milestones, including the presentation of Think MICE, the first EVA Alliance session, the AEVEA Awards, Conecta One-to-One in Seville, and the launch of our latest whitepaper on event communities.
Think MICE: EMA’s Collaborative Industry Publication
One of the initiatives that has attracted considerable attention within the professional community is the presentation of Think MICE, promoted by the Event Managers Association Spain (EMA).
Think MICE is not a conventional publication. It is a collaborative project that brings together research, analysis and perspectives on the MICE sector, exploring the responsible and practical application of artificial intelligence. Its objective is to generate meaningful, applicable knowledge capable of inspiring new approaches to corporate and business events.
The official presentation of the book, alongside the EMA Learn session held on 12 February, explored practical frameworks for applying AI in event planning and delivery. The focus shifted from theory to implementation, enabling event managers to adopt emerging technologies with critical thinking and strategic intent.
At Eventscase, we contributed to this initiative in two ways. Firstly, we provided the digital environment to manage article submissions. Secondly, we authored one of the contributions ourselves. Supporting initiatives that combine knowledge and innovation aligns closely with our vision for the sector.
On 5 March, a new session in Barcelona will further explore the project within the EMA Learn programme, under the theme “From Event Manager to Event Marketer”.
First Session of the EVA Learning Series Powered by Eventscase: Practical and Strategic Training
This month also marked the launch of the joint online series
“EVA Learning Series: AI, Tools & Beyond – Powered by Eventscase”, developed together with EVA Alliance.
This series is designed to deliver applied, practice-oriented learning for event professionals. Topics include technology applied to experience design, event data and performance metrics, always approached from a pragmatic perspective.
The first session, led by Iván García, Co-Founder and CTO of Eventscase, focused on practical tools, tactical approaches and immediately actionable insights. The aim was to move beyond conceptual discussions and provide frameworks that professionals can integrate directly into their operational processes.
Continuous learning — particularly in emerging areas such as AI applied to events — is becoming a cornerstone of industry professionalisation. It not only enables event managers to expand their knowledge, but also to implement it effectively within their organisations.
AEVEA Awards: Celebrating Excellence and Creativity
February was also a month of recognition. On 17 February, the third edition of the AEVEA Awards took place at IFEMA’s Municipal Palace in Madrid. Organised by Agencias Españolas de Eventos Asociadas (AEVEA), the ceremony recognises the most outstanding projects of 2025 across creativity, innovation, strategy and execution.
The awards highlight the strategic role agencies play in achieving marketing and business objectives. Categories range from Best Creative Concept to Best Cultural Event, alongside an Honour Award, which this year was presented to Dario Regattieri, Co-Founder and CEO of beon Worldwide and AEVEA’s first president.
With nearly 700 attendees, including industry professionals, institutional representatives and cultural figures, the event recognised projects spanning immersive experiences, congresses, measurable brand activations and large-scale productions. Among the winners were Ecoembes Circularity Day (Design category) and La Velada V del Año (Project of the Year).
Beyond the trophies themselves, such recognition helps elevate industry standards and showcase best practice models that combine creativity with measurable impact.
Conecta One-to-One Seville: Purposeful Networking
Conecta One-to-One has established itself as a strategic networking platform for corporate event managers and selected suppliers. From 19 to 21 February, Seville hosted a new edition bringing together around fifty corporate event leaders and a similar number of curated suppliers, with the aim of generating genuine business opportunities through structured one-to-one meetings.
The format combines scheduled meetings with social experiences designed to foster deeper professional connections. For our team, attending the event provided a valuable opportunity to understand client needs first-hand.
In addition, our CEO, Joaquim Pintó, delivered a presentation that received highly positive feedback from attendees.
Whitepaper: Building 365 Communities — Beyond the One-Off Event
Alongside our participation in industry events, Eventscase has published a new whitepaper focused on the strategic role of communities within the events ecosystem.
Titled “From the Standalone Event to the Community Ecosystem: New Strategies”, the document outlines a framework for transforming events — traditionally concentrated over one or a few days — into year-round ecosystems of interaction and shared value.
The whitepaper argues that event impact should not be measured solely through short-term metrics, but also through the ability to sustain conversations, relationships and meaningful engagement long after the event concludes.
It includes:
- Three-layer governance models (strategic, operational and community levels).
- Hybrid monetisation approaches (ongoing sponsorship models, memberships and educational upselling).
- Differentiated dashboards for executive and operational teams.
- A 12-month roadmap to move from pilot project to consolidated long-term system.
Rather than remaining at a theoretical level, the document provides practical frameworks to support implementation.
Knowledge, Recognition and Strategy Driving the Industry Forward
The beginning of 2026 demonstrates how the events industry continues to advance towards greater professionalisation, deeper technological integration and more strategic models.
Collaborative knowledge initiatives such as Think MICE, high-value networking forums and structured strategic resources are shaping a more mature and forward-looking industry.
The key shift is clear: events are no longer isolated moments. They are part of broader ecosystems of interaction, learning and long-term connection.