Firstly, congratulations to the Lionesses for a brilliant tournament and for lifting the UEFA Women’s EURO 2025 trophy. The Lionesses have continued to inspire generations to come, as England defeated Spain in Basel to be crowned back-to-back champions.

With 29 of 31 matches at Euro 2025 sold out, the total attendance exceeded 650,000. About 35% of tickets have been bought by travelling fans, with 160 nationalities represented among the ticket holders. Delivering a tourism windfall, this tournament brought a positive ripple effect to all the host cities in Switzerland.

Several key sectors benefited from this uptick in activity. Restaurant spending nearly doubled in Bern (up 97%) and saw strong growth in Lucerne (70%) and Basel (60%); entertainment spending more than doubled in Sion (127%) and more than tripled in Thun (242%); and transportation spending in Zurich also rose significantly, up 40%. Basel also saw a noticeable positive effect on tourism with hotel occupancy rates between 85% to 90% and the bars and restaurants around the fan zones having a record number of visitors.

Major sporting events that took place in the UK include:

England v India Test Series: An exciting and immensely competitive test series between England and India, in which India squared the series in a thrilling finale in the fifth test match.

Wimbledon: The All England Lawn Tennis Club in London hosted the event and we were treated to spectacular tennis with some surprising upsets in both men’s and women’s tennis in the earlier rounds.

British Grand Prix: Silverstone hosted the Formula 1 race which saw McLaren winning their first home race in 17 years and that with a British driver as well.

Major sporting tournaments significantly boost the UK hospitality industries by increasing visitor numbers, leading to higher demand for accommodations, dining, and other services. This surge in activity generates substantial revenue for pubs, restaurants, hotels, and related businesses. Furthermore, these events enhance the global profile of host cities, potentially attracting future tourism and investment.

Specific impacts include:

Accommodation: Hotels, bed-and-breakfasts, and rental properties often see a dramatic increase in bookings. Major cities hosting these events experience near full occupancy rates. The influx of international visitors, alongside domestic travellers, led to premium pricing during event days, significantly boosting overall revenue.

Food and beverage: Restaurants, cafes and bars often enjoy record sales. Event days also lead to a sharp rise in customer numbers as fans gathered to watch games and celebrate victories. Pubs in particular experience a significant increase in sales compared to non-tournament periods, with many establishments reporting full capacity during match times.

Tourism and attractions: Beyond event and match venues, tourists tend to explore local attractions, contributing to the broader tourism economy. Museums, historical sites, and cultural landmarks tend to report an increase in footfall, as fans combined their love of sports with sightseeing.

Retail: Merchandising played a crucial role, with fan gear, memorabilia, and themed products flying off the shelves. Pop-up stores and stalls near stadiums do brisk business, while online sales of sporting-related items surged.

Employment and job creation: The hospitality industry often sees a significant uptick in employment opportunities. Temporary and part-time jobs increase to meet the increased demand. Roles in customer service, catering, event management, and security are particularly sought after. This not only provided short-term employment for thousands but also offers valuable work experience for individuals entering the job market.

Community and social benefits: Tournaments often foster a sense of community and social cohesion. Local businesses partner with councils to create fan zones and public viewing areas, transforming urban spaces into vibrant hubs of activity. These initiatives encouraged people to spend time in city centres, further boosting local economies. Moreover, tournaments inspire community engagement through events and activities designed to celebrate the multicultural spirit. Cultural festivals, street fairs, and family-friendly gatherings become common, enhancing the social fabric and promoting inclusivity.

Summer 2025 has not only delivered some unforgettable sporting moments but has also demonstrated the broader impact of major tournaments on both local and national economies. As we look ahead to the rest of the season, it’s clear that sport continues to be a powerful driver of economic prosperity.