Event Management Institute

What Event Management Institute does

Event Management Institute (EMI) is a Barcelona-based private knowledge and training organization founded in 2013 by Raimond Torrents to research, disseminate, and train professionals in event organization and MICE (Meetings, Incentives, Conferences, Exhibitions) tourism. The institute operates with approximately 8 employees and serves corporate event professionals, organizations seeking event-related training, MICE industry operators such as convention centers and destinations, and developing-country professionals via international cooperation programs. Its service offering is structured around four pillars: research (including the proprietary 'Neuroeventos' audience neuroscience study), customized in-company training and conferences, third-party consulting on feasibility studies, market analysis, and destination marketing plans, and a 'MICE Intelligence' knowledge product line distributed through books, videos, and articles.

EMI's underlying technology is minimal — there is no proprietary software platform, API, or AI product. Its intellectual assets are publications, research, and the personal brands of its founders, supported by an academic and association network (ESADE, Universitat Autònoma de Barcelona, ESADECREAPOLIS, Impact Hub Madrid, EMA).

Revenue is generated through professional services contracts (customized in-company training, conferences, consulting) and one-time book sales, with both free PDF distribution and paid Amazon listings. Pricing is not publicly disclosed and requires direct contact. Go-to-market is sales-led, leveraging the founders' industry credentials, press appearances, conference speaking engagements, and content marketing across LinkedIn, Facebook, YouTube, and EMI's blog. The CEO also serves as General Manager of EMA, the Spanish association of 600+ corporate event managers, providing a structured pipeline into the Spanish corporate events market.

Name

Event Management Institute

Legal name

Event Management Institute

Website

https://eventmanagementinstitute.es

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Event Management Institute is a Barcelona-based private knowledge and training organization founded in 2013 that delivers customized in-company training, conferences, consulting, and research to corporate event professionals, MICE industry operators, and developing-country professionals in Spain.

Ownership category

akta.pro rank

Product category

Professional Training and MICE Sector Consulting

NAICS

Convention and Trade Show Organizers (56192), Convention and Trade Show Organizers (561920)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Training, Workshops & Certification Events (MPAGAGAJ)

akta.pro secondary industries

Exhibition & Trade Show Management (Conference-Adjacent) (THAHACAF), Employee Training, L&D & Certification Events (THAHAIAD)

Keywords

• Event management training
• MICE sector consulting
• Corporate event research
• Professional development conferences
• Live communication education

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Professional Services - Training: Customized in-company training programs designed to meet the specific needs of organizations and their professionals in event management and business communication.
2. Conferences and Speaking Engagements: Revenue generated from delivering conferences on topics such as emotional communication, persuasion, and non-verbal communication based on their research.
3. Book Sales and Publications: Sale of specialized books on event management and corporate events published by EMI founders, including titles available on Amazon and as free PDFs.
4. Research and Consulting Services: Consulting services including sector research, market studies, event analysis, feasibility studies for convention centers, marketing plans for business tourism destinations, and project auditing.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Event Management Institute provides customized in-company training programs, applied research, and consulting services focused on event organization and MICE (Meetings, Incentives, Conferences, Exhibitions) tourism for corporate clients and industry operators. It also publishes books, articles, and videos that disseminate event management expertise, and runs international cooperation programs for professionals in developing countries.

Product overview

Event Management Institute (EMI) is a knowledge and training organization founded in 2013, not a software product company. EMI provides a portfolio of interconnected services: research (investigación), professional training (formación), international cooperation (cooperación), and consulting. The MICE Intelligence platform encompasses knowledge products including books (libros), videos (vídeos), and articles (artículos) that disseminate event management expertise. EMI's offerings center on education, research publication, and professional development for the meetings, incentives, conferences, and exhibitions (MICE) industry.

Differentiator

Problem solved

Functional benefit

Products and services

• Formación y Conferencias (Training and Conferences) Customized in-person and online training programs and conferences on event management, corporate communication, emotional communication, and non-verbal communication, designed for MICE professionals and corporate event teams.
• Investigación (Research Services) Proprietary and commissioned research on event management topics, including the 'Neuroeventos: experiencia, cerebro y comportamiento de audiencias' study on audience behavior and neuroscience in events.
• Consultoría (Consulting Services) Third-party research, market studies, event analysis, feasibility studies for convention centers, marketing plans for business tourism destinations, specialized staff selection, and project audits.
• Cooperación (International Cooperation) Knowledge dissemination and professional training programs for developing countries, focusing on meeting tourism, event management, and business destination marketing.
• MICE Intelligence: Libros (Books) Published books including 'Eventos de empresa. El poder de la comunicación en vivo', 'Los mejores eventos de nuestra vida', 'Relaciones públicas y gabinetes de comunicación', 'Creation and design of events', and 'Los eventos: funciones y tendencias'.

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• ESADE Business SchoolcoreStrategic or Co-development PartnerRaimond Torrents serves as a faculty member/external lecturer at ESADE, one of Spain's leading business schools. EMI collaborates with ESADE on event management education and research initiatives.
• Universitat Autònoma de BarcelonacoreStrategic or Co-development PartnerEMI collaborated with UAB on the Master in Public Relations and Communication, contributing to the book 'Relaciones públicas y gabinetes de comunicación' in 2014.
• ESADECREAPOLISminorStrategic or Co-development PartnerEMI conducted its Course on Creation and Management of Corporate Events at ESADECREAPOLIS facility in Barcelona.
• Impact Hub MadridminorStrategic or Co-development PartnerEMI conducted its Course on Creation and Management of Corporate Events at Impact Hub Madrid facility.
• EMA (Event Managers Association)coreStrategic or Co-development PartnerRafael Grande, CEO of EMI, also serves as General Manager of EMA, which groups over 600 corporate event managers in Spain. This close relationship facilitates collaboration between the two organizations.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• Eventbrite: Large-scale event ticketing and management platform with a broad consumer and professional event creator base. Operates as a broad incumbent in the events ecosystem that overlaps with EMI's market from a different angle (event creation tools vs. event management training).
• Cvent: Major event management technology platform providing software for event registration, venue sourcing, and event marketing. While not a training provider, Cvent is a broad incumbent in the MICE space that EMI's clients use, and increasingly offers educational content adjacent to EMI's offerings.

Direct peers

• PCMA (Professional Convention Management Association): Leading global association for the meetings and events industry, offering education, certification, and training for event professionals. Serves as a direct competitor to EMI in MICE professional development, with substantially broader geographic reach and member base.
• Meeting Professionals International (MPI): Global association and training provider for meeting and event professionals. Directly competes with EMI in MICE professional education and certification, with a comparable focus on training and continuing education for event managers, though at significantly larger scale.
• SITE (Society of Incentive & Travel Executives): International association focused on the incentive and motivational events industry, providing education, certification, and networking for MICE professionals. Comparable to EMI's audience (event managers) and focus on professional development within the MICE sector.
• The Event School: Online and in-person event management training and certification provider. Closely comparable to EMI in offering professional event management courses and corporate training, with a focus on portable skills development.
• Event Management School: Specialized training and certification provider for event management professionals globally. Directly comparable to EMI in offering structured courses and credentials for event managers, with a stronger online delivery model.

Others

• AIPC (International Association of Convention Centres): Global association of convention and exhibition centres that provides research, benchmarking, and professional development to venue operators. Comparable to EMI as a knowledge and research body serving the MICE industry, with a distinct venue-operator focus.

Emerging players

• Eventex: Global event industry awards and education platform that produces events, content, and training resources for event professionals. Comparable to EMI in the educational and thought leadership dimension of the MICE industry, with a more digital-first delivery model.

Regional players

• Eventoplus: Spanish event industry media platform, event organizer, and community that hosts industry events and publishes content for event professionals in Spain. Directly comparable to EMI's Spanish MICE market focus and thought leadership positioning, with stronger media/event production capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/EventManagementInst
• Facebookfacebook.com/eventmanagementinstitute
• LinkedInlinkedin.com/company/event-management-institute

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Event Management Institute