Sport propels Europe’s event-driven tourism growth in 2025
Europe’s event-driven tourism sector grew by 7% in 2025, with sport emerging as a central engine of growth, driving significant economic impact for destinations and local communities across the continent.
According to a comprehensive analysis by Mabrian and Data Appeal, both Almawave Group companies, the sports category accounted for the largest share of event-related tourism expenditure, highlighting professional matches and major competitions as major tourism magnets. Across the 12 European markets studied – including Spain, Belgium, Sweden, Greece, the UK, Germany, and France – sports accounted for 41.4% of all event-driven tourism spending, outpacing other event types.
Markets such as Spain, Belgium, Sweden and Greece stand out for their heavy reliance on sports events, where the...
