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Events And Leisure In The EU, In Numbers
Live performance, leisure parks, trade shows: three markets, each with its own season. Their official figures from Eurostat, then the calendar of their Google searches.
Live Performance
NACE code 90.01
Performing arts
206,273companies in the EU
Eurostat publishes no final figure for this country.
1.1 people per company on average
€18.7 billion in turnover
Most searched month: December
Leisure Parks
NACE code 93.21
Activities of amusement parks and theme parks
20,233companies in the EU
Eurostat publishes no final figure for this country.
Most searched month: June, July and August
Trade Shows And Conferences
NACE code 82.30
Organisation of conventions and trade shows
57,517companies in the EU
Eurostat publishes no final figure for this country.
3.3 people per company on average
€34.1 billion in turnover
Most searched month: September
Source: Eurostat, enterprises by NACE activity (dataset sbs_ovw_act), EU-27, NACE codes 90.01, 93.21 and 82.30, 2024 data updated on 30 September 2026.See the raw data. People per company: calculated from the number of people employed and the number of companies published by Eurostat.
Source: US Census Bureau, Economic Census 2022 (dataset ecnbasic), United States, establishments with paid employees, NAICS codes 7111, 713110 and 561920, 2022 data updated on 24 October 2023. An establishment is a single site: a company with 3 sites counts 3 times. See the table. Employees per establishment: calculated from the number of employees and of establishments published by the US Census Bureau. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Statistics Canada, Canadian Business Counts, with and without employees, June 2026, Canada, NAICS codes 7111, 713110 and 561920, released on 14 August 2026. Statistics Canada counts locations: a company with 10 stores and a head office counts 11 times. Without employees, only locations that are incorporated or earn more than C$30,000 in business revenue are counted. See the tables with employees and without employees. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: INEGI, National Statistical Directory of Economic Units (DENUE) 05/2026, Mexico, active establishments except agriculture, SCIAN codes 7111, 713111, 713112 and 561920 (SCIAN Mexico 2023), released on 20 May 2026. DENUE counts establishments with premises, homes included: a trade carried out at the customer's site with no premises of its own (painter, plumber) or by street vendors is left out, as are rural localities under 2,500 inhabitants. People employed include the owner. See the methodology. Each card uses the North American classification code or codes whose official title matches its NACE code; where there is no exact match, the card says so.
Source: Nomis, UK Business Counts (extract from the Inter-Departmental Business Register), United Kingdom, enterprises and local units live in March 2026, SIC 2007 codes 9001, 9321 and 8230 (UK classification, identical to NACE down to 4 digits), data updated on 24 September 2026, retrieved on 16 October 2026. The register only counts businesses registered for VAT or PAYE. A local unit is a site: a company with 3 sites counts 3 local units. See the tables enterprises and local units. Data source: Office for National Statistics, licensed under the Open Government Licence v3.0.
Source: OECD, Structural Business Statistics (SDBS), South Korea, establishments (local units), ISIC code 9321 (United Nations international classification, revision 4), 2022 data retrieved on 16 October 2026. An establishment is a single site: a company with 3 sites counts 3 times. A figure the OECD flags as estimated or imputed is left out: the card then says there is no final figure. See the table, see the raw data. People per establishment: calculated from the number of people employed and of establishments published by the OECD. Each card uses the international classification (ISIC) code or codes that match its NACE code exactly, NACE being derived from ISIC; where there is no exact match, the card says so. Official ISIC titles: United Nations Statistics Division.
The Google Search Calendar
Index 100 = the most searched month of each line. Searches in the United Kingdom, in English, from September 2025 to August 2026.
Live Performance
Leisure Parks
Trade Shows And Conferences
100500
Trade Shows And ConferencesLive PerformanceLeisure Parks
SepOctNovDecJanFebMarAprMayJunJulAug
Most searched month: live performance in December, leisure parks in June, July and August, trade shows and conferences in September. Leisure Parks: June, July and August brings 3.6 times the searches of November.
Source: Google Ads Keyword Planner, monthly search volumes in the United Kingdom, in English, from September 2025 to August 2026, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. Searches measured: “concerts”, “festival tickets”, “theatre tickets”, “theme park”, “water park”, “amusement park”, “trade show”, “corporate events” and “conference venue”. Method: each line adds up its searches, then takes the value 100 in its highest month. Google rounds the volumes it returns: the line shows the rhythm of demand, not an exact volume.
See the chart data
Month
Live Performance
Leisure Parks
Trade Shows And Conferences
September 2025
80
41
100
October 2025
75
41
69
November 2025
82
28
60
December 2025
100
29
38
January 2026
75
45
65
February 2026
70
56
58
March 2026
70
57
80
April 2026
72
75
54
May 2026
62
95
40
June 2026
73
100
49
July 2026
72
100
34
August 2026
88
100
34
The Price Of A Click At The Top Of Google
What advertisers paid to appear at the top of the results, for the most searched query of each line, in the United Kingdom.
Live Performance “concerts”€0.02 to €0.25
Leisure Parks “water park”€0.40 to €1.45
Trade Shows And Conferences “corporate events”€2.07 to €12.22
Source: Google Ads Keyword Planner, top of page bid, low range and high range, in euros, in the United Kingdom, retrieved on 1 October 2026 from Théo Maupilé's Google Ads account. According to Google, the range runs from the 20th to the 80th bid out of 100: about 6 bids in 10 fall between the two amounts. It is an observed range, not a price list: the price of each click is set in an auction.
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Events & Leisure · United Kingdom
Where Is Your Audience?
Your audience moves from one app to the next within the same day: they search on Google, watch YouTube, browse Discover and Gmail, scroll Instagram and Facebook, ask ChatGPT for advice. Tap an app to see where your ad meets them, and what the ad platforms measure in your industry.
SponsoredYYour brandUpcoming Concerts · Your BrandPick your date and your seat, and get your tickets in seconds.
YYouTubeIllustration
Summer dates are liveAd · Your brand
Up nextA festival aftermovie
SponsoredUpcoming Concerts · Your Brand
DDiscoverIllustration
Summer dates are live
YYour brand · SponsoredUpcoming Concerts · Your Brand
MGmailIllustration
YSponsoredYour brandUpcoming Concerts · Your BrandPick your date and your seat, and get your tickets in seconds.
WWebsites and appsIllustration
Summer dates are liveYYour brandLearn more
FFacebookIllustration
YYour brandSponsored
Pick your date and your seat, and get your tickets in seconds.
Summer dates are live
Upcoming Concerts · Your BrandLearn more
IInstagramIllustration
YYour brandSponsored
Summer dates are live
Learn more→
CChatGPTIllustration
what can we do this weekend as a family near Manchester?
Here are the points to compare before you choose, based on your situation.
SponsoredYYour brandUpcoming Concerts · Your BrandPick your date and your seat, and get your tickets in seconds.
Searchinggoogle.com · Google app
GGoogle
They type their need in their own words. This is when intent is at its clearest: your ad answers a question they have just asked.
27,100searches a month for “concerts”, in the UK
Searches a month in your industry, in the UK
“concerts”27,100
“theme park”74,000
“theatre tickets”14,800
Source: Google Keyword Planner, searches in the United Kingdom, in English, monthly average from September 2025 to August 2026, estimated and rounded by Google, pulled on 1 October 2026.
They watch a video they chose. Your ad plays before or during that video, or shows up in their suggestions: your brand gets known before the need is put into words.
6 sthe bumper format: a short message your audience sees in full
In Your Industry
For media and entertainment, Google recommends Video campaigns: your ads run on YouTube and on the websites and apps of Google video partners.
They browse the feed of articles and videos the Google app suggests. Your ad slips in as one card among the others: they discover your offer before they even look for it.
3 feedsa single Demand Gen campaign places your ad in Discover, in Gmail and in YouTube’s feeds
They read an article or use an app. Your banner shows next to the content: your brand stays top of mind, and people who already visited your site see you again.
Millionsof websites and apps where a Display campaign can show your ad, on top of YouTube
They catch up with friends, groups and their local area. Your ad slots into that feed, or into Marketplace when they look for something nearby.
25.2 to 29.7 millionpeople aged 18 and over in the UK on Facebook that Meta links to the interests “live events (event)” or “Theme parks (leisure)”out of 35.2 to 41.5 million reachable in the UK on Facebook
The same targeting, platform by platform
Instagram18.3 to 21.5 million
Facebook25.2 to 29.7 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
In Your Industry
For every 10 people on Instagram, Meta counts 14 on Facebook for this targeting, against 11 across the whole UK audience. The people Meta links to your industry lean more towards Facebook than the country as a whole.
Source: calculated from the two Meta estimates above, using the middle of each range, pulled on 16 October 2026.
They scroll their feed, stories and reels to unwind. The image takes the first step: your offer gets discovered here, and people who already visited your site find you again.
18.3 to 21.5 millionpeople aged 18 and over in the UK on Instagram that Meta links to the interests “live events (event)” or “Theme parks (leisure)”out of 31.1 to 36.6 million reachable in the UK on Instagram
The same targeting, platform by platform
Instagram18.3 to 21.5 million
Facebook25.2 to 29.7 million
Source: Meta, audience size estimate from the Marketing API, one platform at a time (reach optimisation), aged 18 and over, United Kingdom, pulled on 16 October 2026. A Meta estimate, best read as an order of magnitude.
They ask their question and read a full answer. The ad appears below that answer when the topic of the conversation matches what you offer: the need is already detailed, constraints included.
31European countries in the expansion announced by OpenAI, France and Spain included
I'm Theo, a freelance Paid Media specialist. I've worked for an internationally renowned festival, a theme park and other players in the events world: campaigns built around a real calendar, from ticketing launch to the final sprint. I work directly with you, no middleman.
The campaign calendar matters as much as the budget: gradual ramp-up, stages, final sprint. Spending too early or too late costs you empty seats.
The right audience, in the right place
Local, regional, tourist: geo targeting decides your profitability. Every euro spent outside your catchment area is a euro wasted.
Measure tickets, not clicks
Ticketing often runs through an external provider: without tracking wired properly onto it, you can't optimize on real sales.
Trade Shows: Organisers, Stand Builders And Exhibitors
A trade show brings together three businesses that buy advertising for different reasons: the organiser sells stands and brings in visitors, the stand builder designs the stands, the exhibitor wants people at theirs.
Organisers: Two Campaigns, Exhibitors And Visitors
Stand sales are measured by the exhibitor pack request and then the contract, visitor registration by the confirmed badge: two conversions, two campaigns. In the UK, « trade shows » is searched around 1,000 times a month (Google Keyword Planner, average from October 2025 to September 2026), and the registration platform is checked from day one, like a ticketing provider, so that each badge comes back.
Stand Builders: Searches That Cost
In the UK, « exhibition stands » is searched around 2,400 times a month, with a top-of-page bid up to €34.31, and « exhibition stand design » up to €82.89 (Google Keyword Planner, same period). Every quote request counts, hence a form that asks for the show, the floor space and the date.
Exhibitors: People At Your Stand
Google Ads accepts a radius around an address or a GPS point: on the show dates, a campaign can target the exhibition centre and its surroundings, with your stand number in the ad.
The Trade Show Calendar
In the UK, « exhibition stands » was searched around 3,600 times in October 2025 and 1,600 times in May 2026 (Google Keyword Planner): stand builders' campaigns follow the show season.
Culture: Theatres, Museums And Artists
A theatre, a museum or an artist fills a venue, an exhibition or an order book: the campaign follows the programme, and tracking goes all the way to the ticket or the sale.
One Campaign Per Show Or Exhibition
In the UK, « theatre tickets » is searched around 14,800 times a month and « art exhibitions » around 2,900 times (Google Keyword Planner, average from October 2025 to September 2026). Each show or exhibition gets its own ads and page, from launch to the last date.
Ticketing Certified By Google
Google only accepts the promotion of live event tickets after certification, in which the venue or artist declares itself a primary provider. In France, regularly reselling tickets to a live performance without the producer's or organiser's authorisation is punishable by a €15,000 fine (Article 313-6-2 of the Criminal Code).
Artists And Their Work
For an artist, the campaign shows the work in images on Meta and YouTube, and tracks the quote request, the online sale or the studio visit booking.
Tracking Through To The Ticket
Ticketing often runs through a provider: tracking is connected to its checkout, so that each ticket comes back into Google Ads with its value.
Your date, your capacity, your history: the campaign plan starts there.
2
Structure by audience
Regulars, locals, tourists, curious first-timers: one message and one bid per audience.
3
Ticketing tracking
Wiring measurement onto real sales, even with an external ticketing provider.
4
Stage-based steering
Ramping up toward the day itself, adjusted every week based on sales.
They fill events, I ran their campaigns
★★★★★
En tant que chargé du web et des réseaux sociaux pour Jazz in Marciac, j'ai particulièrement apprécié la qualité des échanges que j'ai eu avec Théo dans le cadre d'une campagne digitale faite sur mesure pour notre festival. Il a démontré un grand intérêt pour notre village et a bien compris nos enjeux.
FFrédéric Gendre
★★★★★
Théo a été un appui fiable pour me guider à travers la réalisation, le suivi et l'analyse de campagnes Ads.
TTiphanie Da Silva Coias
★★★★★
Théo est un professionnel sérieux et attentif au suivi des campagnes qu'ils gèrent. Il a une bonne connaissance de l'écosystème Google et des fonctionnements de la partie Ads notamment.
BBastien Bernard
★★★★★
En tant que chargé du web et des réseaux sociaux pour Jazz in Marciac, j'ai particulièrement apprécié la qualité des échanges que j'ai eu avec Théo dans le cadre d'une campagne digitale faite sur mesure pour notre festival. Il a démontré un grand intérêt pour notre village et a bien compris nos enjeux.
FFrédéric Gendre
★★★★★
Théo a été un appui fiable pour me guider à travers la réalisation, le suivi et l'analyse de campagnes Ads.
TTiphanie Da Silva Coias
★★★★★
Théo est un professionnel sérieux et attentif au suivi des campagnes qu'ils gèrent. Il a une bonne connaissance de l'écosystème Google et des fonctionnements de la partie Ads notamment.
As soon as ticketing opens, with a budget that grows in stages: early birds validate the message, the bulk of the budget carries the decision window, the final sprint converts the undecided.
Our ticketing runs through a provider, can we still measure?
In most cases, yes: tracking redirects, the provider's pixel or a sales feedback. We check what your provider allows on the first call, it's the number-one technical point in this industry.
Google Ads or Meta Ads for an event?
Both, at different phases: Meta is great for building awareness of the event and re-engaging the undecided, Google captures searches (event name, things to do, what to do this weekend). The balance depends on your visibility and your calendar.
What Happens After You Click
1
7 Questions
A short form: your website, your budget, your goal. Two minutes is all it takes.
2
A 20-Min Call
You walk me through what has already been done, your goals and your challenges. Then we look at how we can work together.
3
Your Access And My Onboarding
You give me access to your accounts, and I send you my onboarding document to go into the detail of your business, your market and your positioning.
4
Building Your Strategy
We start building your strategy from everything you have shared with me.
5
Our Day-To-Day Communication
I adapt to your team's tools: Slack, Microsoft Teams, Gmail or Google Chat for the roadmap and project follow-up. WhatsApp is kept for urgent requests.
Slack
Microsoft Teams
Gmail
Google Chat
WhatsApp
Shall we talk about your ticketing?
Your date, your capacity, your fill target. You leave with a realistic campaign plan, even if we don't end up working together.
