According to estimates by the travelBI platform, managed by Turismo de Portugal, the sector’s total economic impact during the summer season (accounting for direct, indirect, and induced effects) is expected to range between €4 billion and €6 billion.

The study, based on cross-referenced data from local authorities, event promoters, sports federations, and industry associations, identifies between 4,000 and 5,000 significant events during the summer months; however, only a small fraction of these are large enough to drive substantial domestic and international tourist flows.

Regarding “mega-events”, defined as those attracting over 150,000 participants, the largest gatherings are typically popular, free-to-attend festivals. Notable examples include the Santos Populares (Popular Saints) festivities in Lisbon, the São João (St. John) night in Porto, the Romaria da Senhora da Agonia pilgrimage in Viana do Castelo, and the Feira de São Mateus in Viseu, each drawing over a million visitors. In the high-attendance, paid-admission segment, standout events include the Santa Maria da Feira Medieval Fair (650,000 visitors in the 2026 edition), Rock in Rio Lisboa (330,000), and NOS Alive in Oeiras (160,000). In terms of international reach, Rock in Rio and NOS Alive lead in attracting foreign audiences, drawing spectators from 127 and 110 different nationalities, respectively.

From a financial standpoint, the WRC Vodafone Rally de Portugal stands alone as the event generating the highest economic return in the country; the 2025 edition generated a total impact of €193 million on the tourism economy, according to a University of Algarve study that recorded over one million spectators, 36.5% of whom were international visitors. Among festivals and concerts, Rock in Rio leads the way; a Nova SBE study regarding the 2024 edition estimated a direct impact of over €120 million on the national economy and the creation of 2,000 jobs.

Southern European trends highlight the dining sector and a peak profitability window in June and July. At a regional level, an analysis by The Data Appeal Company covering Spain, Italy, France, and Greece projects that the increase in tourism spending linked to summer events between May and September will reach €3.7 billion across Southern Europe. The study reveals a high concentration of economic returns in large-scale events; despite representing less than 1% of the scheduled offerings in the Southern Mediterranean, these events account for 51% of the growth in tourism revenue.

Regarding event types, concerts and music festivals dominate both public preference and the regional lineup, accounting for 38.5% of events in Spain, Italy, and Greece, whereas performing arts events stand out in France, representing 43.5% of the total.

Data further indicate that approximately 52% of the additional spending by event-driven visitors is captured by the food and beverage sector.
The analysis concludes that June and July offer the ideal window of profitability for destinations, allowing them to maximise tourism revenue through mid-sized events before the peak influx of the high season.