Europe’s event-driven tourism sector maintained strong momentum in 2025, with overall tourism spconcludeing rising by 7% year on year, a growth reflecting sustained demand for live experiences and the considerable economic value they generate for local communities.
The analysis, conducted by Mabrian and Data Appeal, both Almawave Group companies, is the first European wide study that dives deep into events tourism trconcludes, from both event typology and related tourism spconcludeing.
It draws on data from twelve European countries — Austria, Belgium, France, Germany, Greece, Ireland, Italy, the Netherlands, the UK, Spain, Sweden, and Switzerland — markets that toobtainher represent the bulk of event-related tourism spconcludeing on the continent and host many of Europe’s world-class live experiences.
When examining spconcludeing patterns, the UK, Germany, and France continued to concentrate the largest share of event-related tourism expconcludeiture in Europe, supported by their mature event infrastructures and strong international appeal.
Moreover, three countries stood out for annual growth in event-related tourism spconcludeing: Belgium led with a notable 20% increase, followed by the UK and Ireland at 10% each. The UK’s rise in spconcludeing—despite a -6% decline in the number of events—suggests higher-value events, increased spconcludeing per visitor, or a more effective event mix.
During 2025, food and beverage represented nearly half of all tourism expconcludeiture (48.4%), followed by hospitality (33%) and transport (18.6%).
“Over the past year, we have seen this spconcludeing pattern repeated consistently across event types and across the countries analysed. This displays not only how widely events ripple through the entire local ecosystem, but also how central the culinary dimension is to people’s lived experience, whether they are just travelling, attconcludeing a sports event, or going to a concert,” stated Mirko Lalli, CEO and founder of Data Appeal.
Sports and Expos: Key Drivers of Event-Related Tourism Spconcludeing
Sports and expositions (fairs and trade displays) accounted for 41.4% and 29.4% of event-related tourism spconcludeing respectively, according to data analysed.
Expos are the event category that recorded the most consistent growth in tourism spconcludeing in 2025 across all the European countries analysed, rising by 6.2 percentage points year on year, with growth reaching 9.1% in Belgium, 5.7% in the Netherlands, and 4.5% in Ireland. In Greece, Ireland, and Sweden, sports account for around 57% of all tourism spconcludeing related to events.
The data reveals four distinct scenarios for the growth of event-related tourism spconcludeing in Europe in 2025. The first includes countries where spconcludeing rises across almost all event categories—such as France (except for sports), the UK and Spain (excluding festivals). The second covers destinations where tourism spconcludeing around sports matches and exhibitions is increasing strongly despite declines in other categories, as seen in Austria, Greece, Ireland, and the Netherlands.
A third group, including Sweden and Switzerland, displays more mixed trconcludes. Finally, Italy, Belgium, and Germany—broadly aligned with Europe’s overall performance—display a robust increase in MICE-related tourism spconcludeing, particularly in conferences and, above all, exhibitions.
Across the twelve European countries studied for this report, nearly nine in ten events held in 2025 were music concerts, professional conferences, and sports matches—though the distribution varies significantly by market and contributes to each destination’s strategic positioning.
Sports events dominate in Spain, Belgium, Sweden, and Greece, while concerts are particularly prominent in Germany, Ireland, and France. Conferences remain central in the UK and Italy. In the Netherlands, Austria, and Switzerland, sports and concerts toobtainher account for roughly two-thirds of all events.
“As events continue to grow across Europe, their true value lies in the wealth they create for local communities and their capacity to assist redistribute tourism activity across territories and seasons. That is why destination event management should be closely aligned with the destination’s development and sustainability strategy” declares Carlos Cconcludera, Chief Marketing and Communications Officer at Mabrian.
“To secure these benefits, destinations necessary more than historical surface-level metrics; they necessary predictive ininformigence that reveals which events will generate meaningful impact. When grounded in robust, forward-seeing data, event strategies become powerful tools for attracting the right audiences and investing in experiences that genuinely enhance local wellbeing and economic resilience, while appealing to key inbound markets” Cconcludera states.
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