European tourism linked to the events industry is growing by 7.1% in 2025 and enhancing its economic value.
European event-related tourism continued its strong growth in 2025, with total tourism spending growing by +7 % compared to 2024.. This trend shows the continuation of demand for live experiences which not only attract travellers, but strongly boost local economies across the continent.
Key markets and their role
An analysis covering 12 European countries—including Austria, Belgium, France, Germany, Greece, Ireland, Italy, the Netherlands, Spain, Sweden, Switzerland, and the United Kingdom—shows that The UK, Germany and France continue to generate the largest share of event-related spending., thanks to its developed infrastructure and strong international appeal.
Among the countries with the fastest growth are:
- Belgium: +20 %
- The United Kingdom and Ireland: +10 % each
Interestingly, the UK achieved growth in spending despite a reduction in the number of events (–6 %), which suggests either a higher value per event or greater spending per visitor.
Where is it spent as part of the event
The data shows that tourists travelling for events spend money in three main categories:
- Food and drink 48,4 %
- Hospitality (accommodation): 33 %
- Transport 18,6 %
This schedule clearly shows that gastronomy has become a central element of the traveller's experience — whether it's for sporting events, concerts or trade fairs.
Sports events and exhibitions as main drivers
Tourist spending related to events is concentrated in a few key categories:
- Sporting events 41.4 % total consumption
- Exhibitions and fairs 29,4 %
Exhibitions grew most consistently during 2025, with the strongest increases in Belgium (+9.1 per cent), the Netherlands (+5.7 per cent) and Ireland (+4.5 per cent). In some countries such as Greece, Ireland and Sweden, Sport accounts for around 57 per cent of event-related spending.
Different growth scenarios across Europe
The data reveals four main consumption growth models:
- Comprehensive growth in almost all categories (e.g. France, UK, Spain).
- Focus on sports and exhibitions even with a fall in other sectors (Austria, Greece, Ireland, Netherlands).
- Mixed trends (Sweden, Switzerland).
- Emphasis on the MICE segment (conferences and exhibitions) in Italy, Belgium, and Germany.
Event-driven tourism in Europe continued its momentum in 2025, with spending growth of 7.1% and an ever-increasing role for events in shaping modern tourist experiences. The growing demand for sporting events, exhibitions and professional conferences makes this segment one of the most important in the future development of European tourism.
Sources Mabrian & Data Appeal report, January 2026.
