Europe’s Event-Driven Tourism Grows by +7% in 2025, Reinforcing the Sector’s Economic Impact

Belgium, the UK, and Ireland led Europe in growth in event-related tourism spending, with expos showing the most consistent gains in 2025 and sports generating the largest share of spend.

 

Barcelona (Spain), January 8th, 2025 — Europe’s event-driven tourism sector maintained strong momentum in 2025, with overall tourism spending 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 trends, from both event typology and related tourism spending. 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 together represent the bulk of event-related tourism spending on the continent and host many of Europe’s world-class live experiences.

 

When examining spending patterns, the UK, Germany, and France continued to concentrate the largest share of event-related tourism expenditure in Europe, supported by their mature event infrastructures and strong international appeal. 

 

Moreover, three countries stood out for annual growth in event-related tourism spending: Belgium led with a notable +20% increase, followed by the UK and Ireland at +10% each. The UK’s rise in spending—despite a -6% decline in the number of events—suggests higher-value events, increased spending per visitor, or a more effective event mix.

 

During 2025, food and beverage represented nearly half of all tourism expenditure (48.4%), followed by hospitality (33%) and transport (18.6%).

 

“Over the past year, we have seen this spending pattern repeated consistently across event types and across the countries analysed. This shows 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, attending a sports event, or going to a concert,” said Mirko Lalli, CEO and founder of Data Appeal.

 

Sports and Expos: Key Drivers of Event-Related Tourism Spending

Sports and exhibitions accounted for 41.4% and 29.4% of event-related tourism spending respectively, according to data analysed.

 

Expos (trade shows and fairs) are the event category that recorded the most consistent growth in tourism spending 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 spending related to events.

 

The data reveals four distinct scenarios for the growth of event-related tourism spending in Europe in 2025. The first includes countries where spending rises across almost all event categories—such as France (except for sports), the UK and Spain (excluding festivals). The second covers destinations where tourism spending 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 trends. Finally, Italy, Belgium, and Germany—broadly aligned with Europe’s overall performance—show a robust increase in MICE-related tourism spending, 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 together 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 help 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” says Carlos Cendra, Chief Marketing and Communications Officer at Mabrian. 

 

“To secure these benefits, destinations need more than historical surface-level metrics; they need predictive intelligence that reveals which events will generate meaningful impact. When grounded in robust, forward-looking 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” Cendra states.

About Data Appeal

The Data Appeal Company, through a proprietary algorithm based on artificial intelligence, machine learning and semantic analysis collects, measures and analyses all feedback posted online, combining it with geographic and contextual data, offering the regions and enterprises the opportunity to optimise the business’s potential, gain in-depth market knowledge and establish a competitive advantage. The Data Appeal Company SpA (formerly Travel Appeal) has belonged to the Almawave Group since 2022.

 

In 2023 the company acquired 70% of the share capital of Mabrian Technologies S.L., a Spanish company specializing in Travel and Destination Intelligence solutions, to consolidate its international positioning.

 

The company’s mission is to simplify the use and understanding of data to help companies and tourist destinations make effective and informed decisions. www.datappeal.io

 

About Mabrian

Mabrian Technologies (Mabrian), the global travel intelligence and tourism advisory partner, is a company specialized in providing travel intelligence services worldwide. Founded in 2013, Mabrian joined The Data Appeal Company – Almawave Group in 2023.

 

Combining Big Data and Artificial Intelligence (AI) techniques, simultaneous insights from over 30 global data sources, and the comprehensive travel intelligence expertise of its team of specialists, Mabrian is able to identify and predict tourism dynamics and trends worldwide. Mabrian’s modular dashboard grants access to a holistic monitoring centre that traces, measures and cross-analyses travellers’ full journey: air connectivity and demand, hotels, holiday rentals, travellers’ sentiment and demand drivers, spending patterns and behaviour, mobility, and sustainability.

 

Currently operating in over 40 countries, Mabrian caters to the needs of travel & tourism industry, companies, entities, and public bodies, ranging from all-levels Destination Management Offices (national, regional, local), hotel companies and chains or transportation, to tourism-related consultancies (marketing, promotion, strategy, investment, etc.), providing up-to-date, contextual, predictive and insightful data intelligence for strategic and business development, as well as for policy and decision-making.

 

Learn more about how to unlock travel intelligence potential at www.mabrian.com

 

Follow us in LinkedIn and X