The market of event agencies - France (2024)

1.2 The global market

In ****, the size of the events industry market was estimated at $**** billion, according to Market Research Future. This market should continue to evolve positively over the next few years, with an estimated compound annual growth rate of **.**% over the period ****-**** . These data enable us to estimate sales for the coming years:

Evolution of event market size World, ****-****, in billions of dollars Source: ****

The global events market is dynamic and buoyant.

There are *,*** exhibition venues worldwide, representing **.* million m* of total covered exhibition space capacity[***] . This space is distributed differently according to continent:

Breakdown by continent of capacity in terms of number of venues World, ****, in Source: ****

The breakdown of event venue capacity by continent in **** shows a predominance of Europe, accounting for **% of total capacity. followed by Asia-Pacific with **%,North America with **%,Central and South America with *%, and finally the Middle East and Africa with *% . This breakdown underlines the geographical diversity of event venues worldwide, with a significant concentration in Europe and Asia-Pacific. Europe's importance in this sector can be attributed to its rich cultural history, its concentration of major cities and its well-developed event infrastructure. Average size of event venues by continent World, ****, in m* Source: ****

The average ...

1.3 The European market

In ****, sales in the European events market were estimated at $***.** billion. This market is expected to continue to grow over the next few years at a CAGR of **.*% , reaching $***.** billion in ****.

Sales trends in the European events market Europe, ****-****, billions of dollars Source: ****

on a European scale, the events market is doing well, with good prospects for the years ahead.

Breakdown of customers in the European market France, ****, % (***) Source: Business Market Insights The breakdown of customers in the European market in **** shows a predominance of business customers, who account for **. *% of the total. Although they are less numerous, the share of individual customers remains significant at **. *%.

1.4 The French market

Most event management agencies fall under NAF code ****Z "Organisation of trade fairs, exhibitions and congresses". In order to better understand the figures provided below, here is the detailed content of this NAF code[***]

NAF code ****Z includes:

the organization, promotion and/or management of events, such as trade shows, conventions, conferences and meetings, whether or not including the management and provision of personnel to operate the facilities where these events take place organization of flea markets organizing trade shows for private customers

In ****, the sector's sales (***) totaled *.** billion euros. These sales correspond to the base *** index for ****. So, thanks to the evolution of the sector's sales index[***], we can calculate the size of the market between **** and ****.

Sales trends for NAF code **.**Z between **** and **** (***) France, ****-*****, in billions of euros Source: ****

There are several points to analyze. Firstly, we can note that the market was in continuous growth between **** and ****. In fact, the market rose from *.** billion euros in **** to over *.** billion euros in ****, an increase of **.*% in * years.Covid has caused a drastic fall in the sector. Between **** and ****, the sector recorded a **. *% drop in sales. Recovery is very weak in ****, with a rebound of *% to reach *.** billion ...

1.5 A market in full transformation after the Covid-19 crisis

A drastic drop in business

By bringing event agencies to a standstill for almost ** months, with a **% drop in sales, the crisis of the Covid-** epidemic was particularly harsh. However, the government aid that began at the end of **** saved many agencies: by spring ****, the number of bankruptcies was "only" **%, compared with **% anticipated * months earlier.in the absence of major export participants and due to economic uncertainties, **** event production this year only reached **% of its **** level. [***]

Outcome of events signed and scheduled in **** France, ****, % of total Source: ****

In ****, **% of events were postponed and **.*% were cancelled. In other words, over **.*% of activity was frozen due to COVID. The **.*% of events that did take place involved strict adherence to barrier procedures, which nonetheless upset the habits of the various parties involved.

Impact of the Covid-** crisis on MICE (***) budgets in **** France, ****, %, % Source: ****

In ****, the events industry has taken the brunt of the crisis, with over **% of companies and agencies forced to cut their budgets by **% , according to the graph. **% managed to cut their budgets by "only" **%, and **% withstood the crisis by maintaining their budgets. All in all, **% of players had to undergo budget cuts and other economic and social plans to cope with ...

2.1 Customer types

According to UNIMEV (***). Before the health crisis, all these events welcomed nearly ** million participants, including nearly * million foreigners, and generatedand generated €** billion in economic spin-offs for the events industry. [***]

In ****, more than *,*** trade fairs and exhibitions will be held in France, welcoming ** million participants, including ***,*** exhibiting companies[***]

Who are the customers of event agencies?

Breakdown of trade show and convention customers France, ****, in source:INSEE sector sheet

by far the most important customers for event agencies are companies (***).

Other types of demand include: schools (***) and NGOs.

2.2 Business demand: B2B

Companies are the main customers of event agencies (***).

The return of corporate confidence in events :

According to the HBAA survey in ****, **% of events professionals are seeing an increase in corporate confidence in events. Demand is then more driven to book dates, venues, logistics and planners. [***]

In this return to confidence, **% of planners confirm a "significant increase" in confidence. For **%, it would be a "slight increase". Finally, again according to the HBAA survey, **% of respondents reported "no impact", while *% said confidence had declined.

Do you see an increase in confidence in the companies that use your services? France, ****, % Source: ****

Taken as a whole, these figures reflect a desire to return to events, and in particular to in-person events, and also demonstrate a growing commitment by companies to the industry's recovery. According to Juliet Price, Executive Director of the HBAA, these results are encouraging[***].

Every year in France, (***). Events remain a marketing tool for companies: **,*** attend a trade show at least * times a year; **% of ETIs and **% of SMEs claim to visit at least * shows a year[***]

Companies' expectations of event agencies:

Top * criteria used by brands when choosing an event agency France, ****, %, %, %, %, %, %, %, %, %, %, %, % Source : UNIMEV In **** in France, brands attach particular importance to ...

2.3 MICE demand trends

The term MICE, short for Meetings, Incentives, Conferences, Exhibitions, refers to a specific sector of business tourism that focuses on the organization and management of corporate events. This field encompasses a variety of activities designed to foster collaboration, motivate teams, exchange information and present products or services.

Meetings provide a platform for discussion and decision-making, while incentives, in the form of trips or experiences, aim to boost the performance of employees or partners. Conferences are used to share knowledge and skills within an industry, while exhibitions offer companies the opportunity to showcase their innovations and develop their professional network.

MICE concerns companies and organizations that organize events to bring their staff together, reward employees or build customer loyalty. In a broader sense, it encompasses all activities and services related to business events. The MICE market is renowned for its demanding clientele and high planning standards.

Types of events organized France, ****-****, % (***) Source: ****

Seminars are positioned as the type of event most in demand by sponsors, according to **% of them in ****. Incentives, on the other hand, have been clearly favored of late, with **% of companies having ordered such events in ****, compared with just **% in ****. This trend can be explained in part by ...

2.4 Consumer demand: B2C

Although they account for a smaller proportion of our clientele,private individuals can also use event agencies for special occasions such as weddings, birthdays or christenings.

To illustrate this, this section looks at the demand for event agencies for weddings.

Weddings in France:

Weddings are particularly important events in the event services sector. Event agencies specializing in weddings must be highly sensitive to the expectations and desires of the bride and groom, while bringing their expertise to bear to make each wedding unique and personalized. These events require meticulous planning, from initial conception to coordination on the big day, including venue selection, management of service providers, decoration design, and many other aspects.

Growth in the number of weddings France, ****-****, in thousands Source: ****

Overall, there is a tendency for the number of weddings to fluctuate over the years, with relatively moderate variations overall. Between **** and ****, the number of weddings celebrated rose slightly by *.**%.

Between **** and ****, the number of marriages appears to be on a slight downward trend, with figures hovering around the average of previous years. This period could reflect socio-economic and demographic factors influencing marriage decisions, such as economic instability, changes in attitudes towards marriage or demographic trends such as ...

3.1 Market value chain

Below is a simplified event organization value chain. It should be noted that many of the services offered by external providers are sometimes internalized by event organizers, who have a diversified offering.

Source: ****

3.2 How is an event agency organized?

An event management agency, whatever its size, has many tasks when organizing an event for its customer: choosing the venue, decoration, catering, entertainment, photography and sound. For this, the agency itself must be highly organized.

For a classic event, here's how an event agency works[***] :

Drawing up specifications that define the objectives of the service and the requirements before, during and after the event Implementation of event tools Creation of marketing materials Organizing the event: finding a reception hall, service providers (***), etc Event follow-up and feedback

An event management agency also takes care of advertising campaigns, negotiating with service providers, forecasting budgets, webmarketing and providing advice and suggestions. These are all tasks that you might not think of at first glance, but which require time, organization and expertise.

The structure of an event agency[***]:

An event agency brings together several professionals.

The project manager and account manager design the event and handle commercial relations with the customer.

The project manager is in charge of suppliers, venue and logistics. They also draw up estimates and technical proposals, and check that technical constraints are compatible with the initial project.

More creative profiles propose original ideas for events.

The content specialist is responsible for ...

3.3 Number of event agencies in France and geographical breakdown

Growth in the number of event agencies: Growth in the number of establishments registered under NAF code ****Z France, ****-****, number of establishments Source: ****

Over the period ****-****, the number of establishments rose steadily, from **** in **** to **** in ****, an increase of **%. This steady increase indicates a growing interest in the event industry in France, probably reflecting increased demand for professional event services.

A decline is observed in **** due to the Covid crisis, which caused the closure of ** agencies in ****, equivalent to a *.**% drop. However, the sector returned to its pre-crisis level, and even exceeded it in terms of branch openings in subsequent years.

Change in the number of employees: it is also interesting to look at the evolution of the number of employees to understand how the crisis has impacted this sector in terms of redundancies or hiring. Number of employees registered under NAF code ****Z France, ****-****, number of employees Source: ****

The trend in the number of employees registered under NAF code ****Z in France between **** and **** shows an overall growth trend, albeit punctuated by fluctuations from one year to the next. Between **** and ****, the number of employees rose by **. *%, from *,**** to *,*** in ** years . Like the number of establishments, **** will ...

3.4 Market leaders and new entrants

In France, there are a large number of event management agencies, each with a small workforce averaging * people. Nevertheless, we can identify some major leaders in the event agency market.

Sales (***) of the main event industry players, in the Fairs & Exhibitions and Conventions segments France, ****, in millions of euros Source: ****

GL Events clearly stands out as themarket leader, with sales of *** million euros, representing a significant share of the sector. By comparison, other players such as Groupe Châteauform', Hopscotch Groupe, Relx Group and Europa Group have more modest, but nonetheless significant sales figures, ranging from *** to *** million euros.

This uneven distribution highlights the concentration of the market around a few large companies, probably due to their size, customer portfolio and operational capabilities. These data also reflect the diversity of players present in the French event industry, where companies of different sizes and specialties coexist to meet the varied needs of customers.

New entrants: startups and digital event agencies:

New players have found the covid-** crisis an opportunity to innovate and offer new online event agency and remote event organization services . These new companies compete with traditional agencies. However, this digitalization began before the health crisis, with players such as Infopro ...

3.5 Events: a sector for the future?

A study by Sandrine Christon-Pain, founder of Shape Your Com, looks at the future of the event industry. *** future event industry professionals completed the survey between December **** and February ****. They come from ** different schools and universities. [***]

The survey results clearly show that **% of future professionals still think it's a sector with a future. However, **% of respondents were undecided.

Is the events industry a sector for the future? France, ****-****, % (***) Source: ****

As for the obstacles that could prevent them from following this path, the pace of work tops the list. This is the opinion of **% of students. Not far behind, **% might change sector because of the salaries in this field. Only **% see no obstacles to professionalization in this sector. [***]

What would be the potential obstacles preventing you from continuing down this path? France, ****-****, % Source : evenement.com For their future specializations, **% of these event industry professionals would like to join an agency. **% would like to work for advertisers, **% for event sites, **% for associations and *% for service providers. [***] In which field would you like to specialize? France, ****-****, % Source: ****

3.6 But a sector that has difficulty recruiting

In the wake of the health crisis, which had a profound impact on the events industry and led to major economic losses, players in this sector are now facing major recruitment challenges. With the economic upturn in ****, the number of vacancies has intensified considerably, with recruitment needs in **** representing **% of the overall workforce. However, **% of event industry companies consider recruitment to be difficult in ****, and **% believe that recruitment has become even more difficult than before[***]

Main factors explaining recruitment difficulties France, ****, % Source: ****

According to **** data, the main reasons for recruitment difficulties in the French event industry are manifold. Firstly, a significant proportion of respondents point to an insufficient number of applicants, suggesting an imbalance between supply and demand on the job market.

In addition, the lack of correspondence between candidates' training and the skills required for the positions on offer is another major obstacle to recruitment for **% of companies.

Finally, candidates' expectations in terms of working conditions, including teleworking and career development prospects, are also identified as influential factors by **% of companies .

These results highlight the complex challenges facing event industry recruiters, underlining the need to adopt innovative recruitment strategies to attract and retain talent in this constantly evolving field.

Breakdown ...

4.1 The different services offered by agencies

An agency can offer a multitude of services: road shows, trade fairs, seminars, training courses, company parties, business trips... These events can be used for a company's external communications.

Here's a summary table of the main types of event that an event management company can organize:

Source: ****

4.2 Event agency rates

The graph below shows that prices for trade show organization services (***) rose sharply in **** and again in ****, following lower prices for the period ****-**** at the time of the health restrictions, when few events were being organized. Prices peaked in Q* ****.

Price index for trade show organization services France, ****-****, base *** in **** Source: ****

The prices charged by event agencies vary according to location, type of event, level of support, number of people and the agency's prestige.

However, we can give you a rough idea of the average cost[***]:

For taking the brief, drawing up the specifications, budgeting and elaborating the scenarios, count €*** per day, excluding VAT. For a single set-up and assistance on the day of the event, the service starts at ***€ excluding tax. Forpartial organization of the event, you can expect to pay an average of €*** plus tax. Forcomplete organization, the average price is €*,*** plus tax.

With the development of event platforms, new rates and formulas are appearing: for example, Inwink offers a monthly subscription from €** per month. As you can see, these rates are lower than those of a traditional event agency, which is attracting many companies.

4.3 Innovating and digitizing our offering

For Vaibhav Jain, CEO of Hubilo (***), the pandemic represents the realization of the limits and inflexibility of physical events and the event market.[***]With health measures, restrictions and telecommuting, companies have realized the value of digital events. As a result, event professionals have developed creative ideas to capitalize on this opportunity. New offers have emerged to bring employees together with virtual events to keep the social link between them.

The rise of hybrid events In ****, we saw the development and rise of the hybrid context in the digitalization of events, the concept being to mix the physical meeting with a digital experience simultaneously. This makes it possible to offer a digital event format with greater reach, as it can accommodate a large, even unlimited, number of guests. Indeed, with this type of format, there are no longer any geographical limits, as participants can take part virtually. It also ensures a higher participation rate, since people can choose between physical or virtual.

Event formats preferred by customers France, ****, % of total Source: ****

In ****, customers in France will mainly prefer hybrid events, combining both face-to-face and digital elements, with a **% share. This choice demonstrates a growing trend towards more flexible event formats adapted to ...

4.4 More sustainable and responsible events

Organizing a green event, even if it's a hybrid one, means taking environmental issues into account. In fact,the events sector is considered to be highly polluting, with travel and consumption linked to meetings, team-building or company seminars.

According toUFI, the global association of the events industry, **% of event participants agree that their company is taking steps to improve its environmental policy at events, but the score is only *.* out of *, which means that there is still room for improvement.

The priority actions according to the exhibitors (***) are as follows:

Reduce material costs, and make sustainable products and services accessible Developing new technologies to reduce waste and carbon emissions Develop sustainable event education at all levels of the value chain, including trade show visitors and exhibitors.

Event venue managers who work with agencies are the first to be concerned[***] :

**% of managers have implemented measures to reduce water and electricity consumption. **% have implemented structuring measures in terms of waste management. **% have implemented measures to reduce the environmental impact caused by travel.

All players in the event industry are concerned by these CSR issues: agencies, venue managers and corporate clients alike. Digital and hybrid solutions will help to address some of these ...

5.1 Legislation

Declaration of commercial events :

The system for declaring commercial events was introduced in ****.Article R***-* reads as follows

"The application for registration of an exhibition centre is sent electronically by its operator to the prefect of the département in which its facilities are located. If the exhibition centre and its outbuildings extend over several départements, registration is made with the département where the main access to the exhibition centre is located. A separate application is made for each park that constitutes an enclosed complex with no direct, private access to another exhibition park

The registration application file includes a declaration and supporting documents defined by an order of the Minister of Commerce.

Certification of figures declared by trade show organizers:

The OJS (***) through partnerships.

Site and event safety and security:

UNIMEV(***) has been mobilizing since January **** to inform its members about safety and provide them with useful tools tailored to their issues.

Economic, legal and social regulations:

UNIMEV has recently been particularly active on issues such as the employer's obligation of vigilance, the regulation of seconded labor, the fixed-term contract of use, and the distribution of alcohol. distribution of alcohol, the fight against abusive behaviour on ...

6.1 Player segmentation

• GL Events
• Comexposium France
• Infopro Digital Groupe
• Chateauform'
• Capdel (Hopscotch Groupe)
• HOPSCOTCH Groupe
• Breykevent
• Novelty Magnum Dushow Groupe
• Videlio
• FL Entertainment - Banijay
• Paris Society (Accor groupe)
• Imagina
• AEG Anschutz
• Alive Groupe
• Delight Data
• Kactus
• The Independents group
• Télégramme Groupe
• Mazarine groupe
• Marcadé Evenementiel
• We Love Art Agency - WLA Events
• Solutions Groupe
• FG Smart Design
• Le Moniteur Groupe
• Créatifs
• Colloquium group
• PG Organisation
• Première Vision
• SEMEC