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市場調查報告書
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1906208

歐洲活動管理產業：市場佔有率分析、產業趨勢與統計、成長預測（2026-2031）

Europe Event Management Industry - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2026 - 2031)
出版日期: | 出版商: Mordor Intelligence | 英文 150 Pages | 商品交期: 2-3個工作天內

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簡介目錄

2025 年歐洲活動管理產業市場價值為 568.1 億美元，預計從 2026 年的 617.4 億美元成長到 2031 年的 935.8 億美元，在預測期（2026-2031 年）內複合年成長率為 8.67%。

歐洲活動管理產業市場圖1

這一成長軌跡證實了強勁的復甦勢頭，其動力源於企業差旅的恢復、大型集會的常態化以及融合線上線下互動的混合交付模式的普及。上升趨勢反映了人們對線下人際互動的積壓需求與持續投資於虛擬基礎設施之間的平衡，後者能夠保護組織者免受旅行中斷的影響。持續的身臨其境型行銷活動投入、政府對永續實踐的穩定支持以及不斷提升的數據分析能力，進一步提高了歐洲活動管理行業市場的成長上限。同時，中型機構正利用其靈活的成本結構贏得細分市場的交易，而場地營運商則尋求更高的定價以彌補與通貨膨脹相關的營運成本。

歐洲活動管理產業趨勢與洞察

線下會展活動的回歸

預計到2027年，歐洲商務旅行支出將達到4,500億美元，因此，面對面會議再次成為策略重點。企業認為，舉辦線下活動的主要優勢在於能夠提高交易成交率、縮短產品檢驗週期並加深客戶信任。由於人工智慧匹配功能，展覽組織者報告稱，與2023年相比，已安排的會議數量增加了44%。會議中心運轉率在2024年回升至74.8%，但由於成本上升，場館業者的利潤率仍面臨壓力。即使面臨通貨膨脹，企業仍願意支付更高的每日費用，凸顯了線下互動在歐洲活動管理產業市場的重要性日益凸顯。

數位化和平台採用

如今，活動技術已將註冊、內容傳送、客戶關係管理 (CRM) 整合和即時分析整合到一個統一的平台上。總部位於瑞典的 InvitePeople 公司在引入人工智慧驅動的個人化功能後，實現了 95% 的客戶維繫率，與會者互動也提升了 48%。在歐洲，73% 的活動策劃者認為混合功能是必備條件，而隱私設計架構仍然是採購的一大障礙。北歐在寬頻品質和無現金支付方面的領先地位正在加速相關技術的試驗，並逐漸擴展到中歐。這些趨勢正為歐洲活動管理產業市場帶來新的發展動力。

通貨膨脹導致場地和人事費用上漲。

儘管荷蘭場地平均每日租金較2019年上漲了38%，但薪資成本的急劇上升已將利潤率降低至35.3%。餐飲和製作部門人手短缺影響了服務質量，並推高了加班成本。能源價格上漲迫使場地實施浮動定價和最低消費條款，對企業預算造成壓力。中小型機構融資困難，這推動了融資整合，但也略微限制了歐洲活動管理產業的市場成長。

細分市場分析

2025年，企業活動將佔歐洲活動管理產業市場的35.02%，這一主導地位得益於經營團隊競相建構後遠距辦公文化和客戶關係。儘管基準較小，但獎勵旅遊活動仍以9.88%的複合年成長率成長，因為企業正利用旅行和體驗來打造差異化的人才保留策略。協會主辦的會議正在恢復大型場館的舉辦，並為遠距與會者實施混合模式。慈善機構正在採用線上線競標結合的方式，以擴大捐贈者群體。雖然由於保險成本和人群控制規定，節慶活動和娛樂表演尚未恢復到2020年之前的峰值，但戶外活動的參與人數保持穩定。同時，體育賽事正利用球迷被壓抑的需求，運作迎賓套房。混合模式的活動正在成為一個永續的細分市場，為精明的策劃者提供了多元化的選擇。這種多元化的組合為歐洲活動管理產業市場持續的收入來源奠定了基礎。

隨著董事會核准的體驗式預算不斷增加，歐洲活動管理行業的企業活動市場將持續成長，而獎勵旅遊活動目前僅佔市場佔有率的不到10%，這為精明的旅遊組織者留下了尚未開發的市場空間。將碳排放追蹤與體驗式故事敘述相結合的供應商正在贏得注重永續性的跨國公司的中期訂單。

到2025年，線下活動仍將維持62.76%的市場佔有率，因為親身參與有利於建立信任和進行複雜的談判。混合模式將以12.27%的複合年成長率成長，在向全球受眾傳遞內容的同時，也能有效規避旅行的不確定性。虛擬會議的市佔率將穩定在15%左右，主要用於內部培訓和新進員工入職。多點觸控行程的組織者發現，從網路研討會前的參與到現場參加的轉換率很高。音影片供應商和雲端串流媒體整合商受益於先進的技術規範，這些規範能夠同時支援線上和線下觀眾。這種市場細分錶明，歐洲活動管理產業市場正在採用組合式策略，而非零和博弈式的替代模式。

混合模式的興起擴大了歐洲活動管理產業平台供應商的市場規模，而純線上服務商的市佔率成長則受到與會者疲勞的限制。執行的複雜性促使大型企業將端到端製作外包，擴大了業務收益來源。

其他福利：

  • Excel格式的市場預測（ME）表
  • 3個月的分析師支持

目錄

第1章 引言

  • 研究假設和市場定義
  • 調查範圍

第2章調查方法

第3章執行摘要

第4章 市場情勢

第5章 市場概覽

  • 市場促進因素
    • 疫情後線下會展活動的回歸
    • 實施數位化和活動管理平台
    • 公司在體驗式行銷方面的支出
    • 歐盟和政府為促進永續和包容性活動所採取的舉措
    • 基於人工智慧的匹配和投資收益回報率 (ROI) 分析
    • 歐盟數位產品護照將促進資料共用服務
  • 市場限制
    • 通貨膨脹導致場地和人事費用上漲。
    • GDPR/網路安全負擔
    • 強制性碳足跡報告會推高成本
    • 虛擬替代方案降低了區域城市的需求
  • 價值/供應鏈分析
  • 監管環境
  • 技術展望
  • 產業吸引力－波特五力分析
    • 新進入者的威脅
    • 買方的議價能力
    • 供應商的議價能力
    • 替代品的威脅
    • 競爭對手之間的競爭

第6章 市場規模及成長預測（價值，單位：十億美元）

  • 按事件類型
    • 企業活動
    • 協會和會議活動
    • 非營利組織和慈善活動
    • 節慶活動
    • 體育賽事
    • 混合/虛擬優先活動
    • 其他
  • 按模式
    • 面對面
    • 混合
    • 虛擬的
  • 透過服務
    • 策略與規劃
    • 通訊與物流
    • 場地/地點租賃
    • 參與者管理與互動
    • 虛擬/混合相容
    • 餐飲和酒店
    • 團隊建立與體驗項目
  • 最終用戶
    • 企業組織
    • 小型企業
    • 公共部門/政府機構
    • 個人消費者
    • 非營利組織和協會
  • 按地區
    • 英國
    • 德國
    • 法國
    • 義大利
    • 西班牙
    • 比荷盧經濟聯盟（比利時、荷蘭、盧森堡）
    • 北歐國家（丹麥、芬蘭、冰島、挪威、瑞典）
    • 其他歐洲地區

第7章 競爭情勢

  • 市場集中度
  • 策略趨勢
  • 市佔率分析
  • 公司簡介
    • GL events
    • Reed Exhibitions
    • ASM Global
    • CWT Meetings & Events
    • BCD Meetings & Events
    • Informa（RX）
    • Forum Europe
    • Smart Works Events
    • Absolute Event Services
    • DFA Productions
    • Eclipse Leisure
    • Felix Events
    • Hughes Productions
    • Irwin Video
    • JP Events Ltd
    • Off Limits
    • Owl Live
    • GL Events Live
    • Maritz Global Events
    • Messe Frankfurt Venue GmbH

第8章：市場機會與未來展望

  • 閒置頻段與未滿足需求評估
簡介目錄
Product Code: 92466

The Europe event management industry market was valued at USD 56.81 billion in 2025 and estimated to grow from USD 61.74 billion in 2026 to reach USD 93.58 billion by 2031, at a CAGR of 8.67% during the forecast period (2026-2031).

Europe Event Management Industry - Market - IMG1

This trajectory affirms a strong rebound underpinned by renewed corporate travel, the normalization of large gatherings, and the widespread integration of hybrid delivery models that blend on-site interaction with digital reach. Upward momentum reflects a balance between pent-up demand for in-person networking and persistent investment in virtual infrastructure that insulates organizers from travel disruptions. Sustained marketing outlays on immersive activations, steady government backing for sustainable practices, and improving data analytics capabilities further raise the growth ceiling of the Europe event management industry market. Meanwhile, mid-sized agencies exploit flexible cost bases to win niche mandates, and venue operators pursue premium pricing to recoup inflation-linked overheads.

Europe Event Management Industry Trends and Insights

Resurgence of In-Person MICE Gatherings

Face-to-face meetings re-emerged as a strategic priority when European business-travel outlays started climbing toward USD 450 billion for 2027. Corporations cite higher deal-conversion rates, quicker product-validation cycles, and deeper client trust as the principal benefits of convening onsite. Trade-show organizers report that AI-powered matchmaking lifted scheduled meetings by 44% compared with the 2023 editions. Convention-center occupancy recovered to 74.8% in 2024, yet venue operators still wrestle with margin compression caused by cost inflation. Enterprise willingness to pay premium day-rates despite inflation underscores the revived importance of physical interaction inside the Europe event management industry market.

Digitalization and Platform Adoption

Event technology now spans registration, content streaming, CRM integration, and real-time analytics in one unified stack. Sweden-based InvitePeople posted 95% retention and 48% higher attendee interactions after embedding AI-driven personalization. Across Europe, 73% of planners deem hybrid capability non-negotiable, while privacy-by-design architecture remains a gating factor for procurement. Nordic leadership in broadband quality and cashless payments accelerates experimentation, which then diffuses into Central Europe. These dynamics add fresh tailwinds to the Europe event management industry market.

Inflation-Driven Venue and Staffing Costs

Average daily venue rates in the Netherlands climbed 38% over 2019 levels, yet profit margins fell to 35.3% as wage expenses surged. Staff shortages across catering and production disciplines hamper service quality and inflate overtime payments. Elevated energy tariffs oblige venues to implement dynamic pricing and minimum-spend clauses, squeezing corporate budgets. Smaller agencies face liquidity strain, driving consolidation that marginally tempers the Europe event management industry market expansion.

Other drivers and restraints analyzed in the detailed report include:

  1. Rising Experiential Marketing Budgets
  2. EU Drive for Sustainable and Inclusive Events
  3. GDPR and Cybersecurity Compliance Burden

For complete list of drivers and restraints, kindly check the Table Of Contents.

Segment Analysis

Corporate Events commanded 35.02% of the Europe event management industry market in 2025, a lead reinforced by executives eager to rebuild culture and client rapport post-remote work. Incentive gatherings, albeit smaller in baseline volume, grow at a brisk 9.88% CAGR as companies use travel and experiences to differentiate retention packages. Association conferences returned to large auditoriums, adding hybrid layers to serve remote professionals. Charity organizers pair live galas with online auctions to widen donor funnels. Festivals and entertainment productions trail the pre-2020 peak because of insurance premiums and crowd-control mandates, but open-air formats draw steady footfall. Meanwhile, sports events reboot hospitality suites, capitalizing on pent-up fan appetite. Hybrid-first events crystallize as a durable niche, granting risk-hedged reach to cautious planners. This diversified mix anchors recurring revenue streams across the Europe event management industry market.

The Europe event management industry market size for Corporate Events climbed alongside board-approved experiential budgets, while the Europe event management industry market share of Incentive Events still sits below 10%, leaving white space for providers fluent in curated travel logistics. Vendors that fuse carbon tracking with experiential storytelling win mid-decade bids from sustainability-minded multinational clients.

In-person formats retained 62.76% market share in 2025 because trust-building and complex negotiation favor physical presence. Hybrid models, advancing at 12.27% CAGR, extend content to global users and hedge against travel uncertainties. Virtual sessions stabilize near 15% share, serving internal trainings and onboarding. Organizers designing multi-touchpoint journeys observe higher conversion from pre-event webinars into on-site attendance. AV suppliers and cloud-streaming integrators profit from elevated technical specifications that accompany simultaneous live and digital audiences. This segmentation underscores how the Europe event management industry market adopts a portfolio approach rather than a zero-sum substitution path.

Hybrid's ascent expands the Europe event management industry market size for platform vendors, while the incremental Europe event management industry market share gain for virtual-only providers plateaus due to audience fatigue. Execution complexity encourages large enterprises to outsource end-to-end production, widening the service revenue pool.

The Europe Event Management Market Report is Segmented by Event Type (Corporate Events, Association & Conference Events, and More), by Mode (In-Person, Hybrid, Virtual), by Service (Strategy & Planning, Communication & Logistics, and More), by End User (Corporate Organizations, Smes, and More), and by Geography (United Kingdom, Germany, France, and More). The Market Forecasts are Provided in Terms of Value (USD).

List of Companies Covered in this Report:

  1. GL events
  2. Reed Exhibitions
  3. ASM Global
  4. CWT Meetings & Events
  5. BCD Meetings & Events
  6. Informa (RX)
  7. Forum Europe
  8. Smart Works Events
  9. Absolute Event Services
  10. DFA Productions
  11. Eclipse Leisure
  12. Felix Events
  13. Hughes Productions
  14. Irwin Video
  15. JP Events Ltd
  16. Off Limits
  17. Owl Live
  18. GL Events Live
  19. Maritz Global Events
  20. Messe Frankfurt Venue GmbH

Additional Benefits:

  • The market estimate (ME) sheet in Excel format
  • 3 months of analyst support

TABLE OF CONTENTS

1 Introduction

  • 1.1 Study Assumptions & Market Definition
  • 1.2 Scope of the Study

2 Research Methodology

3 Executive Summary

4 Market Landscape

5 Market Overview

  • 5.1 Market Drivers
    • 5.1.1 Resurgence of in-person MICE events post-pandemic
    • 5.1.2 Digitalisation & adoption of event-management platforms
    • 5.1.3 Experiential marketing spend by corporates
    • 5.1.4 EU & government push for sustainable, inclusive events
    • 5.1.5 AI-driven matchmaking & ROI analytics
    • 5.1.6 EU Digital Product Passport spurring data-sharing services
  • 5.2 Market Restraints
    • 5.2.1 Inflation-driven venue & staffing cost surge
    • 5.2.2 GDPR / cyber-security compliance burdens
    • 5.2.3 Mandatory carbon-foot-print reporting raises costs
    • 5.2.4 Virtual alternatives dent demand in Tier-2 cities
  • 5.3 Value / Supply-Chain Analysis
  • 5.4 Regulatory Landscape
  • 5.5 Technological Outlook
  • 5.6 Industry Attractiveness - Porter's Five Forces Analysis
    • 5.6.1 Threat of New Entrants
    • 5.6.2 Bargaining Power of Buyers
    • 5.6.3 Bargaining Power of Suppliers
    • 5.6.4 Threat of Substitutes
    • 5.6.5 Intensity of Competitive Rivalry

6 Market Size & Growth Forecasts (Value, In USD Billion)

  • 6.1 By Event Type
    • 6.1.1 Corporate Events
    • 6.1.2 Association & Conference Events
    • 6.1.3 Non-profit & Charity Events
    • 6.1.4 Festivals & Entertainment
    • 6.1.5 Sports Events
    • 6.1.6 Hybrid / Virtual-First Events
    • 6.1.7 Others
  • 6.2 By Mode
    • 6.2.1 In-person
    • 6.2.2 Hybrid
    • 6.2.3 Virtual
  • 6.3 By Service
    • 6.3.1 Strategy & Planning
    • 6.3.2 Communication & Logistics
    • 6.3.3 Venue / Location Rental
    • 6.3.4 Attendee Management & Engagement
    • 6.3.5 Virtual / Hybrid Enablement
    • 6.3.6 Catering & Hospitality
    • 6.3.7 Team-building & Experiences
  • 6.4 By End User
    • 6.4.1 Corporate Organisations
    • 6.4.2 SMEs
    • 6.4.3 Public Sector / Government
    • 6.4.4 Individual Consumers
    • 6.4.5 Non-profits & Associations
  • 6.5 By Geography
    • 6.5.1 United Kingdom
    • 6.5.2 Germany
    • 6.5.3 France
    • 6.5.4 Italy
    • 6.5.5 Spain
    • 6.5.6 BENELUX (Belgium, Netherlands, and Luxembourg)
    • 6.5.7 NORDICS (Denmark, Finland, Iceland, Norway, and Sweden)
    • 6.5.8 Rest of Europe

7 Competitive Landscape

  • 7.1 Market Concentration
  • 7.2 Strategic Moves
  • 7.3 Market Share Analysis
  • 7.4 Company Profiles (includes Global level Overview, Market level overview, Core Segments, Financials as available, Strategic Information, Products & Services, and Recent Developments)
    • 7.4.1 GL events
    • 7.4.2 Reed Exhibitions
    • 7.4.3 ASM Global
    • 7.4.4 CWT Meetings & Events
    • 7.4.5 BCD Meetings & Events
    • 7.4.6 Informa (RX)
    • 7.4.7 Forum Europe
    • 7.4.8 Smart Works Events
    • 7.4.9 Absolute Event Services
    • 7.4.10 DFA Productions
    • 7.4.11 Eclipse Leisure
    • 7.4.12 Felix Events
    • 7.4.13 Hughes Productions
    • 7.4.14 Irwin Video
    • 7.4.15 JP Events Ltd
    • 7.4.16 Off Limits
    • 7.4.17 Owl Live
    • 7.4.18 GL Events Live
    • 7.4.19 Maritz Global Events
    • 7.4.20 Messe Frankfurt Venue GmbH

8 Market Opportunities & Future Outlook

  • 8.1 White-space & Unmet-Need Assessment