15/12/2025

PortAventura Business & Events proudly reaffirms its ongoing support for the sector and congratulates AEVEA on ten years dedicated to elevating quality, ethics and professional standards within the industry.  This anniversary brought together member agencies and the Partners who have accompanied AEVEA throughout this decade, with a special recognition for the association’s presidents and the service and event-production companies that have played a continuous role in its evolution. Their work has been instrumental in achieving a major milestone: the signing of the sector’s first Collective Labour Agreement, reached in November 2024 and in force since January 2025.

AEVEA (Spanish Association of Event Agencies) celebrated its 10th anniversary on 2 December at the Lírico Rooftop Calderón in Madrid, bringing together more than 200 professionals, members and partners who have accompanied the association during a pivotal decade for the consolidation of corporate events and experiential marketing in Spain. The event offered an emotional journey through everything accomplished in these ten years: a stronger community, a more professional industry and a sector increasingly recognised as a strategic economic driver.

During the celebration, AEVEA honoured the presidents who have led the association, as well as the suppliers and service providers who have supported it since the beginning, strengthening a robust and collaborative ecosystem. One of the most memorable moments was the tribute to Beatriz González-Quevedo, Institutional Director, for her long-standing commitment and her key role in AEVEA’s development and spirit since 2015.

Over the past decade, AEVEA has achieved major milestones, including the implementation of the sector’s first Collective Labour Agreement, effective since January 2025, promoting labour stability, professionalisation and ethical standards within the industry. Its growth —from 35 founding agencies to 85 current members across 13 autonomous communities— and its participation in strategic forums highlight its leadership. AEVEA has also developed innovative programmes such as AEVEA&Co and AEVEALabs, and collaborated with the Ministry of Education and INCUAL to create specialised training programmes in experiential marketing. Furthermore, it has strengthened its international presence through partnerships with LiveCom Alliance, BEA World Festival and FIP Festival.

Looking to the future, AEVEA has defined its 2025–2026 roadmap, focused on developing a certification system for best practices, advancing digital transformation, expanding its network of agencies and promoting training, networking and sector collaboration.
AEVEA’s President, Mariano Rodríguez, highlighted: “We begin our second decade with a firm commitment to leading change in the events industry, championing innovation, professionalisation and the sustainable growth of the sector.”

PortAventura Business & Events attended the celebration, reaffirming its close relationship with the association and its commitment to the sector.

Malin Nilsson, Director of PortAventura Business & Events – Convention Centre, shared: “At PortAventura Business & Events, we want to congratulate AEVEA on its 10-year journey, during which the association has worked tirelessly to elevate the professionalism of our industry”.

AEVEA has become a key reference for agencies, promoting innovation and sustainability in events, encouraging best practices in pitch processes and supporting the development of new professionals in our sector. 

We are proud to collaborate with and support AEVEA in this special celebration. For us, being part of this journey means sharing their passion for the industry.

We extend our gratitude to all the people who have shaped AEVEA, its members and everyone who has helped build a strong and respected association.

Congratulations on these ten remarkable years — and we are certain the best is yet to come.
We are event lovers!”