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Events are everywhere in the EdTech calendar, from the large global showcases to smaller regional roadshows. For many EdTech organisations deciding which to attend or whether to host your own can feel like a major strategic choice. Done well, these gatherings do far more than generate leads. They create the sense of community that sustains the sector.
Why community is the real value
A strong professional community develops when people meet regularly to share knowledge, test ideas and collaborate on solutions. Research on professional learning communities shows clear benefits for teacher practice and institutional change. The same applies in EdTech. When events are set up as spaces for exchange rather than only sales, they build trust and long-term partnerships.
Starting a community when you don’t yet have one
If you don’t already have a community around your EdTech product, the good news is you can start small. Begin by identifying who your early champions are, these might be your first customers, beta testers or even colleagues in the sector who believe in what you’re building. Create a simple online space, such as a LinkedIn group, Slack channel or WhatsApp group, where they can share ideas and feedback. As the group grows, host regular touchpoints like webinars or informal meetups to keep the momentum going. Over time, you can add structure by appointing community ambassadors, setting shared goals and inviting members to contribute content or lead discussions. As Hossam Fahmy, Global Partnerships Director at Classera shared in our recent conversation, Classera began by hosting invite-only roadshows across the MENA region, bringing together customers, potential partners and educators. The focus wasn’t scale — it was about meaningful interaction and shared purpose.
From a growing EdTech community to a flagship event
Once your community has reached a certain size, moving towards organising a larger event becomes a natural next step. An event is essentially a way of taking the conversations that are happening online or in smaller groups and amplifying them in person.
For an EdTech company, hosting a bigger event offers several advantages:
1. Visibility and authority: A flagship conference positions your company as a thought leader. It shows that you are not just part of the community but actively shaping its direction.
2. Stronger relationships: Meeting face-to-face builds trust more quickly than digital exchanges. It deepens the bonds within your community and between your company and its users.
3. Partnership opportunities: Larger gatherings attract not only customers but also potential partners, investors, policymakers and media. One event can open many new doors at once.
4. Shared learning at scale: A conference format allows for keynotes, panels and workshops, giving your community a platform to share experiences, challenges and solutions more widely.
5. Momentum for growth: A big event can act as a rallying point. It energises your existing community while drawing in people who may not yet know your product but want to be part of the conversation.
Once your community reaches critical mass, a flagship event can amplify your impact. Take InnoXera, for instance: while Classera serves as the main sponsor, it operates as a broad industry summit across multiple countries that remains free for educators. As Classera’s Hossam explains, “the vision is to build the region’s largest EdTech gathering, focusing on the broader future of education technology."
A case in point: InnoXera
InnoXera summit, held each year with satellite events across the Middle East and North Africa, is a useful model. The organisers make a deliberate effort to invite not just EdTech companies but also ministries of education, schools, universities and global partners such as Microsoft, AWS, Zoom and Intel. The message is simple: this is about the future of learning, not one company’s product.
It works because the design is inclusive. When practitioners, policymakers and vendors are all in the room, the conversation shifts from product features to genuine adoption challenges and opportunities.
Getting the balance right
A familiar criticism of some trade shows is that they are too vendor heavy. To avoid this, Hossam highlighted how important it is to balance perspectives on stage: “Every year InnoXera brings a government panel with representatives of ministries of education from across the region, alongside school leaders and EdTech providers. That’s where real insight happens.”
Panels at InnoXera include voices from across the ecosystem, policymakers, educators, and vendors, so sessions reflect both innovation and implementation realities.
Recent examples include AI ethics, governance and what lies beyond the screen. This balance makes the sessions relevant to decision makers and end users alike.
The practicalities
Smooth logistics matter more than most organisers admit. If participants struggle to register, queue endlessly or cannot find the right sessions, the sense of community disappears. Increasingly, platforms such as Zoom Events are used to handle registration, check-in and hybrid delivery, leaving organisers free to focus on content and connections. Adding cultural elements from the host country, whether music, food or local case studies, also keeps the atmosphere lively and memorable.
Why content must outlive the conference
The best events provide resources that carry on long afterwards. For example, Classera’s collaboration with Intel shows how event content can have lasting value. Their contribution to Intel’s Skills for Innovation programme gives teachers ready-to-use lesson packs, or “starter packs”, that can be adapted and taken back into classrooms. As Hossam put it, “We want every event to leave teachers with something they can use the next day.”
Why community matters for your product
For EdTech companies, building a community around your product is as important as the product itself. Teachers, learners and institutional leaders are more likely to adopt and stick with tools that come with a network of peers who share best practice and offer support. A thriving user community also acts as a live feedback loop, shaping product improvements and giving you authentic advocates in the field. Events, whether large summits or smaller meetups, provide the natural stage for that community to grow.
Choosing the right events
Global showcases such as BETT remain important for visibility and discovery, drawing tens of thousands of participants from more than 100 countries. But increasingly, companies are also looking to regional summits and invite-only roadshows for targeted networking. The decision should be guided by your priorities: do you need broad brand exposure, or focused conversations with specific ministries, institutions and partners?
Key EdTech conferences to know
Here are some of the most influential events for EdTech companies:
BRILLIANT Festival in Liverpool, UK- More than 1,500 educators from across the north. This audience includes Head Teachers, MAT Leaders, Business Managers, IT Professionals, Curriculum Specialists, Subject Leaders, STEAM Leads, Careers Leads; all looking for new, innovative ways to enhance teaching and learning, integrate technology effectively, develop inclusive curriculum, foster creativity and critical thinking, and prepare students for the future workforce. https://www.brilliantfestival.com/
BETT (London, UK) – one of the world’s largest EdTech shows, bringing together educators, ministries and suppliers from more than 100 countries each January.
Digital Universities organised by The Times Higher Ed, brings together leaders from higher education, industry, and policy to reimagine universities in the digital age. Through engaging discussions, we explore the challenges and opportunities of digital transformation and the cultural changes needed to share knowledge and learning globally. https://www.timeshighered-events.com/digital-universities-uk-2026
EDUtech Global (Singapore) – a major Asia-Pacific conference with streams for schools, higher education and skills.
SXSW EDU (Austin, USA) – a mix of thought leadership, workshops and start-up showcases with a strong innovation angle.
EDUCAUSE Annual Conference (USA) – focused on higher education technology, with a strong reputation for research-informed sessions.
EDUtech Europe (Amsterdam) – a fast-growing European gathering for schools, universities and governments.
ASU+GSV Summit (USA) – where investors, start-ups and education leaders meet, making it a key event for EdTech funding and growth.
InnoXera (Riyadh, Saudi Arabia) – the largest EdTech summit in the Middle East, with participation from ministries and global technology partners.
OEB Global (Berlin, Germany) – centred on technology-enhanced learning and training with a strong academic and corporate presence.
Each has a slightly different focus. The right choice depends on whether you are seeking global reach, regional depth, or opportunities to engage directly with policymakers.
Map your targets in advance and use the event app to book meetings.
Prioritise mixed-perspective panels, where you will hear both user and supplier views.
Look for candidates who can speak fluently about implementation, governance and teacher needs, not only technology features.
Host your own debrief with contacts after the event to keep conversations moving.
For EdTech companies, events are not simply a line in the marketing budget. They are a way to position yourself in the wider conversation about the future of learning. Whether you are walking the floor at Bett or planning your own summit, the real prize is community. Create that, and the partnerships and business will follow.
Special thank you to Hossam Fahmy, Global Partnerships Director at Classera, who kindly shared his insight and experience attending and running global EdTech events.
