Information, training, and business as the pillars of the industry’s future.
For more than three decades, FESPA Spain has accompanied the evolution of an industry that has been constantly transforming. Pablo Serrano, the association’s secretary general since 1998, has played an active role in this journey, helping to establish FESPA Spain as a leading organization for visual communications companies. “The association has had to evolve at the same pace as the sector itself,” he explains, “continuously adapting to remain useful to its members.”
The association’s origins date back to 1989, when it was founded as the Spanish Screen Printing Association, at a time when digital printing did not yet exist. Over time, as the market incorporated new technologies and applications, the organization adapted until it became the Spanish Association of Visual Communication Companies, a concept that better defines the diversity and scope of the sector today.
“Regardless of the technique they use, our partners help them communicate visually,” Serrano summarizes. From large-format printing, vehicle graphics, and interior design to applications in packaging, architecture, sports, and stadium renovations, the sector has greatly expanded its scope. This diversity also explains why FESPA Spain positions itself as a cross-cutting player in the industry.
The COVID-19 pandemic reinforced that perception. “We realized something that had always been there but wasn’t so visible: we are the industry for industries,” Serrano notes. When economic activity came to a halt and then resumed, every company needed to communicate visually, even if it was just with a simple sign on a door. “That’s when the importance of our sector became clear.”
FESPA Spain’s work is structured around a strategic plan designed based on the needs expressed by its members. Currently, the association focuses on three main pillars: information, training, and networking/business.
The first pillar involves providing up-to-date technical and economic information on a regular basis so that companies can make better decisions and generate business opportunities. The second pillar is training, featuring an ambitious program of online technical courses focused on processes, technology, and production, designed to enhance members’ skills.
The third pillar is networking, understood as a direct tool for generating business. Through events, meetings, and conferences, FESPA Spain fosters collaboration among companies in the industry and with the client sector (agencies, advertisers, and brands), creating spaces where suppliers and buyers of visual communication services can meet and establish business relationships.
Added to this is ongoing work to represent the sector and build its reputation, defending the industry’s interests before government agencies and anticipating the impact of regulations that may affect a particularly fragmented sector: more than 75% of companies have fewer than ten employees.
The event FESPA 2026 in Barcelona represents a strategic opportunity for both the association and the Spanish industry as a whole. “It is an honor for us that FESPA is considering Spain. It gives us international visibility and brings this major global industry event closer to Spanish companies,” says Serrano.
In addition, Barcelona makes it easier for international visitors to attend and strengthens ties with Latin America, a region with which FESPA Spain has historically maintained a very close relationship. The collaboration with FESPA to offer content and sessions in Spanish is another key element in expanding the event’s reach among Spanish-speaking audiences.
“FESPA Barcelona will be the industry’s premier global event this year,” Serrano concludes. That is why he encourages both exhibitors and visitors to participate in an event he considers essential for any visual communications professional.
With its sights set on 2026, FESPA Spain reaffirms its role as an active association dedicated to generating economic value, strengthening the industry, and supporting its evolution in an increasingly competitive and global environment. Visitors can purchase “super early bird” tickets for €30 through March 23 by using the code FESG601.
Europe’s leading trade show for screen printing, digital and large-format printing, textile printing, and signage. FESPA Global Print Expo 2026 returns to Barcelona. Visitors can purchase advance tickets for €30 through March 23 using the code FESG601.