Two-thirds of European event companies operate or expand internationally

The internationalization of event companies is advancing at the European level, but the operational and regulatory complexity of the sector is also increasing, according to the LiveCom Alliance follow-up study, with the participation of AEVEA. Most agencies operating outside their home country acknowledge that they are reaching capacity limits and demand greater collective support.

AEVEA (Spanish Event Agencies Association), as a member of LiveCom Alliance, presents the results of the European Industry Survey 2025 (Follow Up), a follow-up study that analyzes the evolution of the internationalization process of the European live communication sector.

The research confirms that international activity continues to grow, but warns of an inflection point marked by increased complexity, pressure on resources, and the need for greater structured support to continue scaling up.

The study, coordinated by LiveCom Alliance and conducted by the prestigious German institute R.I.F.E.L., shows that almost two-thirds of the sector (64-68%) already operates internationally or is in the process of expanding, consolidating internationalization as a structural reality of the European events market.

One of the main findings of the report is that international growth is, in most cases, driven by the clients themselves. Agencies accompany their clients to new markets and develop international capabilities through a learning-by-doing approach, rather than through predefined expansion plans.

The study also identifies five levels or profiles of internationalization, reflecting that this is not a binary decision, but rather a progressive process with different speeds and support needs: companies focused exclusively on their domestic market, national operators with no foreign activity, exploratory agencies that are considering making the leap, already internationalized players, and companies that are also actively working to expand their international presence.

However, international expansion is also creating some bottlenecks. Among the main challenges highlighted by companies are uncertainty about the sustainability of revenue growth, lack of capacity and internal resources, legal and tax complexity (especially in terms of labor regulations and staff relocation), and the difficulty in finding reliable local partners who maintain the same standards of quality and language skills.

In this context, the report highlights the growing demand for trusted international networks, practical market knowledge, and legal and operational support, especially for organizations in the early stages of their internationalization process.

Collaboration between industry players, the exchange of best practices, and access to shared tools are identified as key factors in managing increasing complexity.

In line with these conclusions, LiveCom Alliance has announced a new strategic support alliance with Spotler, a European marketing technology group specializing in event management solutions, an initiative aimed at strengthening access to tools, data, and cross-border support for organizations operating internationally.

The European Industry Survey 2025 concludes that there is no single formula for internationalization, but there is a clear consensus: sustainable growth requires gradual expansion, the strengthening of international networks, and cooperation between professionals and associations at the European level.