Europe's event tourism sector remained strong in 2025. It recorded a solid 7% year-on-year increase in visitor spending. Analytics by Mabrian detailed this positive trend in a European study.
The results show the lasting appeal of live experiences after the pandemic. They also highlight the economic contribution of events to local and national economies.
The analysis uses data from twelve key European markets. These are Austria, Belgium, France, Germany, Greece, Ireland, Italy, the Netherlands, the United Kingdom, Spain, Sweden, and Switzerland. Together, they account for the most event-related tourism spending across the continent.
Leading Markets and Standout Performers
The UK, Germany, and France still lead in absolute spending volume. The top positions remain unchanged. These nations benefit from established event systems, world-class venues, and international appeal.
The fastest growth stories however emerged elsewhere. Belgium led with a 20% increase in event-related tourism spending. This rate was much higher than the European average. The UK and Ireland followed closely, both registered steady growth of +10%.
The Dominance of Catering
The breakdown of event tourism spending shows clear visitor priorities:
- Catering — 48.4%
- Accommodation — 33%
- Transport — 18.6%
This distribution shows the importance of local restaurants, bars, and food experiences during the events. Visitors at concerts, matches, or exhibitions spend money on dining. They often turn event trips into social occasions centered on food.
Sports and Trade Fairs: The Powerhouse Categories
Two categories drive the most the event tourism spending in Europe:
- Sporting events — 41.4% of total analyzed spending
- Exhibitions and trade fairs — 29.4%
Exhibitions grew fast. They posted an average increase of 6.2 percentage points year-over-year. The strongest growth in this segment was reported in Belgium (+9.1%), the Netherlands (+5.7%), and Ireland (+4.5%).
Different National Strategies, a Common Trend
The study reveals diverse national profiles. Countries such as France, the United Kingdom, and Spain saw broad growth across nearly all event categories. This reflects their mature event markets. Other destinations recorded more concentrated increases. Austria, Greece, Ireland, and the Netherlands relied mainly on sports events and trade fairs.
The data shows consistency overall. Nearly nine out of ten events organized in 2025 across these markets fell into three main categories. These are concerts, professional conferences, and sports competitions. The exact mix varies by destination. It depends on positioning, culture, and infrastructure.
A Bright Outlook for Event-Driven Tourism
The 2025 figures confirm the recovery of event tourism. It is now a fast-growing segment of the European travel industry. A desire for shared experiences fuels this sector. It generates direct and indirect economic benefits. These range from hotel occupancy and restaurant revenue to urban energy and jobs.
Europe prepares for the coming years. Destinations continue to invest in high quality. Venues, sustainable event practices, and diverse programming are ready to capture a larger share of this profitable and resilient market. The momentum of 2025 shows that event-driven tourism across the continent has its greatest growth ahead.
