UK, Germany, France, and Belgium Lead Europe’s Growth in Event-Driven Tourism Spending in 2025

Published on January 8, 2026

Europe’s event-driven tourism sector has experienced impressive growth, with spending rising by 7% year-on-year in 2025. The largest contributors to this growth have been sports events and exhibitions, which have not only driven revenue for local economies but also reshaped how destinations approach their tourism strategies. According to a comprehensive study of event tourism trends in 12 European countries, including Austria, Germany, Ireland, and the UK, event-related tourism is playing a key role in boosting travel, creating new opportunities for businesses and fostering sustainable tourism practices.

The UK, Germany, and France continue to capture the largest share of event-related tourism expenditure in Europe. However, countries like Belgium and Ireland have seen impressive growth in their event tourism sectors, with Belgium emerging as the fastest-growing market, recording a 20% increase in 2025.

The Impact of Sports and Exhibitions on Europe’s Tourism Growth

In 2025, sports events accounted for 41.4% of all event-related tourism spending in Europe, while exhibitions and trade fairs contributed 29.4%. These two categories are the economic heavyweights of the industry, generating significant income for local communities. As live experiences continue to captivate audiences, they also contribute to the growth of tourism in the countries that host these events.

The popularity of sports events was particularly evident in Greece, Ireland, and Sweden, where sports events alone generated around 57% of all tourism spending related to events. This underscores the outsized importance of sports in these markets, with football matches, rugby tournaments, and tennis events drawing in both international visitors and local fans.

Meanwhile, exhibitions are showing the most significant year-on-year growth across Europe, with a rise of 6.2 percentage points. Belgium, the Netherlands, and Ireland saw the most substantial growth in this category, with countries such as Germany and France also recording a marked increase in exhibition-driven tourism spending. Expos and trade fairs have become integral to the global tourism economy, attracting both business travelers and tourists seeking to engage with industry innovations.

A Regional Breakdown of Event Tourism Spending Growth

The study revealed four distinct growth patterns across Europe, which reflect the diverse ways countries approach event tourism:

1. Broad-based Growth: Countries like France, Spain, and the UK saw consistent growth across most event types, including sports, concerts, and conferences.
2. Strong Sports and Exhibition Performance: Countries like Austria, Greece, and the Netherlands saw strong performance in sports and exhibitions that offset declines in other event categories.
3. Mixed Growth: Sweden and Switzerland experienced uneven growth in event tourism, with some categories performing well while others faced declines.
4. MICE-Led Growth: Countries like Italy, Belgium, and Germany showed a significant increase in Meetings, Incentives, Conferences, and Exhibitions (MICE) events, aligning with the European average for event tourism growth.

Event Mix Influences Destination Strategy

Each of these countries has tailored their event tourism strategies to reflect the types of events that resonate with their visitors. For example, Spain, Belgium, Greece, and Sweden are considered sports-led destinations, capitalizing on the huge draw of international sporting events. Germany, Ireland, and France focus more on concerts, with major music festivals driving tourism throughout the year.

The UK and Italy, on the other hand, prioritize conferences and business events, attracting professional travelers seeking networking opportunities, education, and industry developments. The Netherlands, Austria, and Switzerland offer a balanced mix of sports and concerts, making them appealing to diverse audiences looking for a mix of active and leisure travel experiences.

How Event-Driven Tourism Benefits Business and Local Economies

The success of the event tourism sector goes beyond increasing footfall in major cities and event venues. It brings with it economic benefits for a wide range of industries, including hospitality, food and beverage, transport, and local services. According to the study, the breakdown of tourism spending related to events in Europe is as follows:

• Food and beverage: 48.4%
• Hospitality: 33%
• Transport: 18.6%

These figures underscore the ripple effect that events have on the local economy, benefiting a wide range of businesses that cater to visitors. From hotel stays to restaurant meals and public transportation, the event tourism sector is driving significant revenue and providing job opportunities in the tourism and hospitality industries.

What Does This Mean for Tourists and Business Travelers?

For tourists planning their trips to Europe in 2026, this growth in event-driven tourism opens up many opportunities to experience major events that cater to a wide variety of interests. Whether attending sports events, concerts, or expos, there are plenty of events across the continent that promise to enrich travel experiences.

For business travelers, the rise in MICE events presents an excellent opportunity for networking, professional development, and knowledge-sharing in industries like technology, fashion, art, and more. The increased focus on sustainable tourism practices in event management also means that destinations are likely to offer more eco-friendly travel options for those attending events.

Quick Travel Tips for Tourists and Business Travelers:

1. Book Event Tickets Early: Popular events in Europe sell out fast. Be sure to secure your tickets well in advance to avoid missing out.
2. Explore the Local Area: Many major event cities in Europe have vibrant cultures, scenic views, and rich histories. Don’t just attend the event—take time to explore the destination.
3. Use Public Transport: With increased crowds around events, consider using local public transport to get around efficiently.
4. Stay at Event-Partner Hotels: Many events offer partnerships with hotels, giving you the chance to book special rates or enjoy exclusive access to event activities.

Looking Ahead: Europe’s Event-Driven Tourism Future

As Europe’s event tourism sector continues to grow, the opportunities for both tourists and business travelers will expand. With increasing investment in infrastructure, a broader range of events, and more diverse offerings for every type of traveler, Europe will remain a leading destination for event-driven tourism.

The future of event tourism in Europe looks bright, with destinations continuing to align their event strategies with long-term goals that emphasize sustainability, community engagement, and economic growth. Whether you’re planning to attend a sports event, a business conference, or a music festival, Europe’s event-driven tourism scene will continue to thrive, offering something for everyone.

Key Takeaways:

• Europe’s event-driven tourism spending grew 7% in 2025, driven by sports events and exhibitions.
• The UK, Germany, and France remain the largest markets for event tourism spending.
• Belgium is the fastest-growing market, with 20% growth in event tourism spending.
• Event tourism generates significant revenue across sectors, including food, hospitality, and transport.
• Sustainable tourism and high-value experiences are central to successful event strategies in Europe.

Disclaimer: The Attached Image in This Article is AI Generated