The first month of the year has been one of the most active for the events industry, with meetings, trade fairs and debates reflecting a clear trend: increasing professionalisation and the growing centrality of data and continuous training. In this context, Eventscase has been present at several relevant initiatives, both in collaboration with industry associations and at key events shaping the roadmap for 2026.
Synergies with associations and communities: EMA, AEVEA and EVA Alliance
One of the main focuses this month has been strengthening relationships with professional associations that share objectives around training, connectivity and strategic leadership in corporate events.
Collaboration with EMA
Over recent weeks, Event Managers Association Spain (EMA) has publicly highlighted the support of its members and partners in training initiatives, including projects developed together with Eventscase to promote access to specialised content and professional certifications.
EMA has positioned training as one of its core pillars, with a platform designed specifically for professionals, integrating courses, certifications and continuous learning opportunities accessible to its members. These types of collaborations respond to a growing need within the sector: offering structured training that can be directly applied to professional practice.
For us, it is particularly important that our technology is being used within EMA’s Training Platform. It means we are exactly where we want to be: supporting and being useful to the professionals who shape the events industry.
Training as a driver of professionalisation
EMA’s approach places training at the heart of the professional development of event managers, encouraging constant upskilling in a rapidly evolving environment. Contributing to this training agenda means making the value of applied knowledge in event management tangible and practical.
AEVEA General Assembly
January would not be complete without the AEVEA General Assembly, a key event for Spain’s association of event agencies. The meeting marks the starting point of a year full of projects, initiatives and events, including its annual awards, which are already a fixture in the sector’s calendar.
From Eventscase, we supported this event by providing technology that connected in-person and remote attendees within the same participatory environment. The ability to vote, interact and take part regardless of location reflects a reality that is increasingly common in corporate and association-led events.
Launch of the webinar series with EVA Alliance and Eventscase
EVA Alliance is a global community that promotes women’s leadership in strategic corporate event planning. During the first half of 2026, we will be working together on a series of webinars focused on Artificial Intelligence and events.
We will kick off the series on 17 February with a session led by our CTO and Co-founder, Iván García. These sessions are designed to be practical and informative, with concrete tips rather than theoretical discussions, and a clear focus on training and knowledge-sharing.
The partnership with communities such as EVA Alliance highlights the importance of creating spaces where industry leaders can share perspectives, learnings and emerging trends.
Measurement and value: the debate around event impact
Measuring event impact has been another major topic throughout January. Industry events, such as those organised by The Kollective, have focused the conversation on the need to demonstrate the tangible value of every event initiative, beyond attendance figures or subjective perceptions.
From perceived impact to measured impact
Organisations that leverage data and metrics to evaluate outcomes gain a much clearer understanding of:
- How events influence business objectives
- Which indicators truly measure success
- How to justify investment and optimise future decisions
These debates reinforce the importance of solutions and methodologies that integrate data from the event design phase through to post-event analysis.
We also contributed our perspective by taking part in the round table “Measure or Die: the art (and science) of justifying every euro spent on events”, where our Commercial Director, Alex Barbero, spoke openly about the challenges of data measurement and analysis in events.
FITUR 2026: challenges and opportunities for events
One of the key dates in the industry calendar has been FITUR 2026, the international tourism trade fair that once again puts the spotlight on the intersection between tourism and brand strategy. Beyond its role as a trade fair, FITUR continues to establish itself as a strategic networking platform where destinations, companies and suppliers analyse trends and opportunities.
From Eventscase’s perspective, events of this scale function as relational hubs: environments where connections are created, ideas are tested and insights are gathered, later translating into concrete actions in day-to-day operations.
Eventoplus Market Study: data that speaks
January has also seen the presentation of the Eventoplus Market Study in Madrid and Barcelona, where key data on investment and trends in the Spanish events sector was shared.
These studies are a benchmark for:
- Analysing the evolution of event formats
- Identifying budgetary priorities
- Understanding how organisations use events
In February, we will also attend the presentation of the Valencia edition of the study, as each destination offers different perspectives and insights.
Conclusion: a sector moving forward through data and community
The start of 2026 highlights several clear trends, observed across in-person events as well as digital discussions and collaborations.
Structured training is becoming a priority for professionals and associations alike. Measuring impact is shifting from an aspirational concept to a practical necessity, and major trade fairs continue to operate as strategic platforms.
This January overview shows how the events sector is building stronger foundations to grow in a sustainable and strategic way — and we are delighted to support and grow alongside it.