What's Happening?
Europe's event-driven tourism sector experienced a 7% increase in 2025, according to an analysis by Mabrian and Data Appeal, both part of the Almawave Group. The study covered twelve European countries,
including Austria, Belgium, France, Germany, Greece, Ireland, Italy, the Netherlands, the UK, Spain, Sweden, and Switzerland. Belgium led the growth with a 20% increase in event-related tourism spending, followed by the UK and Ireland with 10% each. The analysis highlighted that sports and exhibitions were significant contributors, accounting for 41.4% and 29.4% of the spending, respectively. The report also noted that food and beverage, hospitality, and transport were major areas of expenditure, with food and beverage alone representing nearly half of all tourism spending.
Why It's Important?
The growth in event-driven tourism underscores the economic impact of live experiences on local communities. This sector not only boosts tourism but also supports various industries such as hospitality, food and beverage, and transportation. The increase in spending, particularly in countries like Belgium, the UK, and Ireland, suggests a robust demand for high-value events and a potential shift towards more lucrative tourism offerings. This trend could influence how destinations plan and market their events, focusing on attracting international visitors and enhancing local economic resilience.
What's Next?
As event-driven tourism continues to grow, destinations may need to align their event management strategies with broader development and sustainability goals. This could involve using predictive intelligence to identify events that generate significant economic impact and investing in experiences that enhance local well-being. The ongoing growth in this sector may also lead to increased competition among destinations to host major events, potentially driving innovation and improvements in event infrastructure and services.
