Mike Blackman, Managing Director of Integrated Systems Europe opens the 2026 show
ISE 2026 is here in Barcelona, and the opening press briefing had one big message: this show is not just growing, it is trying to level up what an AV and systems integration show can be.
That matters for higher ed because we are living in the middle of the convergence. Classrooms are now studios. Meeting rooms are now hybrid stages. Security is now part of every AV conversation. And the line between EdTech and Pro AV gets thinner every year.
The size of ISE is not trivia
ISE is tracking as its biggest edition yet. They are using the full Gran Via venue at Fira de Barcelona, with about 101,000 square meters of show floor. That is roughly a 9 to 10 percent jump from last year depending on which stat you read.
Exhibitors are up too, with reporting in the 1,700 range.
Here is why that matters from a HETMA point of view.
When the show gets this big, it stops being only a product shopping trip. It becomes a real time map of what the industry thinks is important. And this year, the map is loud about three things that hit higher ed right in the face: AI, cybersecurity, and education.
Education is being treated like a real pillar
The press briefing did not treat education as a side hallway. It was presented as a strategic priority, and you can see it in the structure.
ISE is running multiple summits across verticals, and education is called out alongside things like smart buildings, digital signage, broadcast AV, and cybersecurity.
For higher ed folks, that is a strong signal: the market sees campuses as complex environments, not just another version of corporate meeting rooms.
HETMA is at EdTech Congress this week, and you should care
“Education continues to be a strategic priority for ISE, and this is reflected in the Ed Tech Congress, ISE 2026, taking place on the 4th and 5th of February at the Palau de Congressos.”
HETMA is also attending EdTech Congress Barcelona this week, and it fits perfectly with why many of us are in town.
EdTech Congress runs February 4 and 5, 2026, at the Palau de Congressos de Barcelona, with a heavy focus on AI in education and what a future ready classroom actually looks like.
The part I like is that it is not only about shiny tools. The official framing includes ethics and inclusion, which is where the real work is going to live on campuses.
This is also not a random side event. ISE officially partnered with EduTech Cluster and Fira de Barcelona to co host EdTech Congress Barcelona for 2026.
Starting in 2027, the ISE and EdTech connection gets tighter
One of the biggest higher ed takeaways right now is what happens next.
ISE has communicated that EdTech Congress 2027 builds on this alliance, and that ISE will be directly involved as a co organizer moving forward.
Starting next year this Congress will be co-located with ISE at the Fira Gran Via in the new Hall 0 currently under construction.
The vibe of the briefing: bigger show, more program, more pressure on the basics
The press briefing leaned into the idea that ISE is not just about booths. It is about content, community, and what the industry is building next.
From the higher ed lens, I heard a few things between the lines.
First, they are expecting strong attendance again, and pre show registration was described as trending ahead of last year.
Second, they are treating cybersecurity as a front row topic, including a first time Cybersecurity Summit.
Third, they are putting a lot of energy into creativity and experience, not just gear. Spark by Samsung is being positioned as a creative hub at the show.
That is not just fluff. It is the industry saying that experience design is the product now.
“The goal is simple to showcase how digital tools can unlock more dynamic, inclusive, and effective learning experiences.”
Quick hit list of other things they pushed
If you are trying to decide what to track beyond the education storyline, here are the pieces that were emphasized.
- Spark as a creative and culture focused program area
- Innovation Park as a startup zone with pitching and investor energy
- A next gen hackathon style talent pipeline program
- Sustainability programs like Better Stands, SAVe and a path to donate unneeded items to local orgs.
- City wide activations that tie tech to Barcelona culture
Why this matters for HETMA people
HETMA has always lived in the practical middle.
We care about student experience, but we also care about support tickets. We care about innovation, but we also care about standards. We want cool rooms, but we need rooms that work when the faculty member walks in ten minutes late and just wants the class to start.
ISE is getting big enough that it is basically a mirror. You can walk these halls and see what the industry thinks higher ed is becoming.
This week, the education story is not just talk. It is a major show plus a real education congress running alongside it.
And next year, the partnership is set to deepen even more.
Stay tuned to HigherEdAV.com all week for more updates from ISE 2026!
“Educational knowledge sharing remain central pillars of ISE, and in 2026, we’re delivering our most comprehensive program yet.”
oh… and the HETMA booth is up and ready!
