OPINION
Valuing the UK’ s Outdoor Events Industry
Claire Drakeley, senior lecturer in events, tourism and hospitality management at University of Northampton has partnered with events organisations to carry out an industry-spanning research piece aimed at measuring its economic value. Here she outlines why every outdoor event organiser and supplier should get involved.
Alandmark new study is underway to measure the economic and social value of the UK’ s outdoor events industry. Commissioned by the Event Industry Forum( EIF), funded by the Purple Guide, and delivered in partnership with The Power of Events, the project is designed to generate the evidence base the industry needs to demonstrate its impact and secure its future.
This new research builds on the 2018 study led by Bournemouth University, which provided an overview of the value of outdoor events in the UK. However, the world has changed dramatically since then. A global pandemic, the rise of new operating models, evolving sustainability expectations, and shifts in audience behaviour have reshaped the landscape. The need for updated reliable data has never been greater.
At its core, the project seeks to calculate both the economic and social value of outdoor events. It will capture not just financial turnover and visitor spending but also the ripple effects that
events create across communities, through volunteering, employment, wellbeing, skills development and cultural engagement. Crucially, this new study now extends beyond organisers to include the supply chain, recognising the essential role played by production companies, infrastructure providers, caterers, security, and all the specialist services that make outdoor events possible. Two linked surveys are currently live:
• The Outdoor Event Organisers Survey – gathering details on the scale, scope, and type of events delivered; and
• The Outdoor Events Supply Chain Survey – which captures data from suppliers and contractors supporting those events. Together, these datasets will build a comprehensive picture yet of how outdoor events contribute to local economies, employment, tourism, and
“ THE NEED FOR UPDATED RELIABLE DATA HAS NEVER BEEN GREATER." Claire Drakely community wellbeing. The combined findings will help evidence the value of the industry to local authorities, national government, sponsors, and policymakers, strengthening advocacy and guiding future investment.
Participation is simple and accessible. Data can be submitted through the Event Industry Insights App, a free, easy-to-use tool developed by The Power of Events, or via an online web form for those who prefer to complete the survey on desktop. All data is anonymised and used solely for research purposes.
The final report, to be published in Spring 2026, will provide valuable insights for organisers and suppliers alike. It will help benchmark performance, demonstrate impact, and identify opportunities for growth, innovation and sustainability. For trade bodies and event professionals, it will provide the robust evidence needed to influence planning, licensing, and policy development across the UK, making the case with local authorities, sponsors, and wider stakeholders for support for events, communities and suppliers.
For individual organisers, this is an opportunity to ensure that their work, and the broader ecosystem it supports, is accurately represented in national data. The stronger the response, the more credible and useful the outcomes will be for everyone in the sector.
Organisers and suppliers can take part now by downloading the Event Industry Insights App or completing the relevant survey online at thepowerofevents. org / eif-value-of-outdoor-events-study /.
● For further information you can contact me via claire @ thepowerofevents. org.
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