Europe’s event-driven tourism sector maintained strong momentum in 2025, with overall tourism spending rising by +7 percent 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 pan-European study that dives deep into events tourism trends, from both event typology and related tourism spending. It draws on data from 12 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.
A great solo travel tip spotted this week on Luxury Travel Advisor.
