Max SteventonThe outdoor events sector contributes more than £25 billion to the UK economy, making it the largest single component of the UK’s £61.6 billion events industry.
Other findings of the research by The Power of Events, funded through a grant from The Purple Guide, include that every £1 of ticket income, sponsorship or grant triggers roughly £1.50-£2.80 in spending by visitors, suppliers and staff – and in many cases much more.
Researchers estimated that when wider multiplier effects are included, such as visitor spending, supply chains and staffing, the total economic impact of outdoor events could exceed £50 billion annually.
It found that the UK currently hosts 592 active music festivals, while an estimated 70,000 charities run at least one outdoor event each year. Agricultural shows attract around 7 million attendees annually, and live music tourism drew 23.5 million visitors in 2024, contributing £10 billion to the economy. In total, there are around 200 million attendance occasions each year across festivals, sporting events, cultural gatherings and community activities.
The research also found that volunteering remains a core part of the sector, with ore than 20,900 volunteers recorded across 537 events in the study.
The report states that despite its economic contribution, the sector faces increasing pressure, with production costs having risen by as much as 40% since 2021. These pressures have contributed to closures, with 72 festivals shutting down in 2024, double the number recorded the previous year.
Insurance, security, medical provision and compliance costs were identified as major challenges. Organisers also raised concerns about inconsistent regulation, particularly where rules designed for large venues are applied to smaller community events.
The report identifies a volunteering crisis as a key issue. Industry participants highlighted burnout, recruitment challenges and a lack of succession planning. When experienced volunteers leave, significant knowledge is lost.
There is also concern about regulatory uncertainty, including the impact of new legislation such as Martyn’s Law. While safety remains the highest priority, organisers argue that enforcement is not always proportionate.
The research highlights the wider role of outdoor events in society. Events contribute to community cohesion, support mental health and wellbeing, and play an important role in placemaking by bringing life to public spaces and supporting local economies.
Case studies underline this impact. Notting Hill Carnival generated £396 million in economic activity for London in 2024 despite being a free event. The Edinburgh Festivals delivered £367 million in net economic impact for Scotland, while Leicester Diwali and Derry Halloween demonstrate how relatively low cost events can generate strong local returns.
The report concludes that outdoor events are not only economically significant but also socially essential, providing shared experiences that contribute to identity, wellbeing and local pride.
Claire Drakeley, research lead for The Power of Events said, “Researching the value of the UK outdoor events sector has required us to explore the extraordinary scope and complexity of this wonderful part of the events industry. To do this, we have used a range of methods, triangulated together to get a rich picture of the value of outdoor events. We have also discovered the extraordinary magnitude of the impact of the sector, particularly in relation to volunteering and community outdoor events.”