Swiss LiveCom Industry Grows and Calls for a Level Playing Field

The Swiss LiveCom industry has exceeded its own forecasts, is investing in innovation, and is looking to the future with optimism despite challenging market conditions. This is shown by the Event Trend Study Switzerland 2026, which was jointly conducted by the industry associations Swiss LiveCom Association Expo Event, svtb, Tectum, and VSSA. At the same time, the four associations are making clear demands: fair pitch fees, greater influence in federal Bern, and an end to the stereotype of the «analog event industry.».

Growth Exceeds Expectations

About half of the companies surveyed generated annual revenue of more than one million Swiss francs in 2024. Among stadium and arena operators, 44 percent even reported revenue exceeding five million Swiss francs. Many companies expect further growth in 2026—in a market environment where numerous traditional marketing disciplines are struggling with declining attention, increasing algorithm fatigue, and waning consumer confidence.

The numbers prove it: Live communication remains highly relevant. About 78 percent of the industry’s revenue is generated in physical spaces, particularly through public and corporate events. Where digital reach loses its impact, face-to-face interaction gains in importance.

The Swiss LiveCom industry is more digital than its reputation suggests

The study debunks a widespread cliché: The Swiss LiveCom industry is no longer a purely analog field. About two-thirds of companies already use artificial intelligence, and 31 percent use it regularly. At Expo Event, the usage rate is 78 percent. AI is used in particular in marketing, creative work, and project development; it is also becoming increasingly important in technical areas.

Jörg Gantenbein, President of svtb, sums it up: «We are neither analog nor behind the times. Two-thirds of the industry is already working with AI—but as an enhancer, not a replacement. What we lack are not tools, but technological standards that keep pace with the speed of our innovations.» At the same time, 80 percent of members would like concrete support for continuing education in tool proficiency and regulatory guidance, according to the press release.

Economic value is underestimated

Despite positive trends, the industry is grappling with structural challenges. More than a third of all pitches remain unpaid—even though the effort involved often runs into the five-digit range. About 90 percent of the companies are micro- and small businesses, many of which are family-owned businesses and training centers that generate significant regional economic value.

Christian Künzli, president of the Swiss LiveCom Association Expo Event, explains: «Our industry is becoming increasingly professional and delivering measurable results—but we aren’t earning proportionally more money. As long as one-third of all pitches are done for free, we are collectively undermining our own value. This has to stop.»

Marc Hofstetter, president of Tectum (the Swiss Association of Marquee Builders and Temporary Structures), also calls for greater political recognition: «We are an SME sector. Ninety percent of the companies employ fewer than 50 people; many train apprentices, and many are second- or third-generation family businesses. When policymakers talk about promoting Switzerland as a business location, we must be included—not just as event technology providers, but as part of Switzerland’s economic and cultural infrastructure.»

Face-to-face encounters remain irreplaceable

Especially in an increasingly digital world, the live experience remains irreplaceable. While algorithms distribute attention, real encounters foster trust, emotion, and lasting memories. Philipp Musshafen, President of VSSA (Association of Swiss Stadium and Arena Operators) and CEO of AG Hallenstadion, says: «Every day, we see what no digital format can replace: thousands of people, a shared experience, collective emotion. That is precisely where the enduring power of live communication lies.»

Three Demands from the Alliance

Based on the study’s findings, the four associations have formulated three joint demands: First, binding industry standards for appropriate compensation for pitch services should be introduced. Second, there needs to be visible representation of the LiveCom industry’s interests in Bern. Third, live communication should be recognized as an economic and cultural factor—it creates value, fosters innovation, and provides training opportunities, and deserves the same political attention as other key industries.

About the study

The 2026 Swiss Event Trend Study is a joint member survey conducted by the four associations Swiss LiveCom Association Expo Event, svtb, Tectum, and VSSA. It was conducted by GIM Suisse between January 12 and February 6, 2026. Of the 774 members contacted, 203 participated, representing a response rate of 26 percent. This is the third edition of the study, following those published in 2022 and 2024. The full study is available for download on the websites of the participating associations.

For more information about the Swiss LiveCom Association Expo Event, please visit www.expo-event.ch.