Spending associated with event tourism grew by 7% in Europe last year.

Tourism linked to events is consolidating its recovery in Europe. In 2025, spending associated with this segment increased by 7% year-on-year, according to a study by Mabrian and The Data Appeal Company, which analyzes the economic impact of events in twelve of the continent's main markets.

 

The report covers key countries such as Spain, the United Kingdom, Germany, France, Italy, Belgium, the Netherlands, Ireland, Greece, Austria, Sweden, and Switzerland, which account for most of the activity and spending in event tourism in Europe. The results confirm not only increased activity, but also an improvement in the value generated per visitor, even in markets where the number of events has remained stable or declined.

In terms of total expenditure, the United Kingdom, Germany, and France lead the European ranking, supported by their extensive infrastructure, international connectivity, and tradition of trade fairs and conferences. However, the greatest dynamism is seen in other markets: Belgium leads the growth with a 20% increase, followed by the United Kingdom and Ireland, both with increases of 10%. In the case of the UK, the study highlights a significant fact: spending grew despite a 6% reduction in the number of events, which points to larger-scale events or those with greater economic impact.p>

From a sectoral point of view, spending associated with events is mainly distributed among restaurants, which account for 48.4% of the total, followed by accommodation, with 33%, and transport, which represents 18.6%. This distribution reinforces the role of events as a cross-cutting driver of the local tourism ecosystem, with a particular impact on the hospitality and gastronomic offerings of destinations.

In terms of types, sporting events and trade fairs are the main drivers of spending, accounting for 41.4% and 29.4%, respectively. Trade fairs and exhibitions also stand out as the category with the most sustained growth throughout 2025. In countries such as Greece, Ireland, and Sweden, sporting events account for around 57% of event-related tourism spending.

In the case of Spain, the study reflects growth in spending in virtually all categories analyzed, with sporting events playing a particularly prominent role, while festivals show more moderate performance. Other markets such as Italy, Belgium, and Germany show positive growth in the MICE segment, especially in conferences and trade fairs.

Mabrian and The Data Appeal Company emphasize that these results highlight the importance of incorporating data analysis and tourism intelligence into event planning, with the aim of maximizing their economic, social, and territorial impact, and of orienting strategies towards formats with greater appeal and visitor spending.