The study, titled “Events as Drivers of Tourism and Social Effects,” surveyed more than 5,200 visitors across 14 events. The event selection reflected the full diversity of the arena’s portfolio, including concerts, shows and major international sporting events.
One of the key insights: around 90% of visitors travel to Cologne from outside the city, with more than 97% stating the event as their primary reason for visiting. As a result, the arena generates substantial added value for the local economy. Based on projections, visitor spending amounts to approximately €341 million annually, benefiting sectors such as hospitality, gastronomy, retail and transport.
Multi-day sporting events in particular stand out as strong revenue drivers. Events such as national cup finals and international tournaments lead to above-average per capita spending and extended stays. A significant share of attendees remains in the city for at least one night, often for several days.
Beyond economic impact, the study also highlights the arena’s social significance. A large majority of respondents perceive it as a defining landmark and key attraction for Cologne. Furthermore, more than 80% of non-local visitors would recommend the city as a travel destination.
Overall, the results underline the role of the LANXESS arena as a sustainable driver of tourism, economic value creation and destination appeal within the MICE sector.
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