Swiss LiveCom industry grows and demands fair rules of the game

The Swiss LiveCom industry has exceeded its own forecasts, is investing in innovations and has a positive outlook for the future despite challenging market conditions. This is shown by the Event Trend Study Switzerland 2026, which was conducted jointly 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, more clout in Bern and an end to the cliché of the «analog event industry».

Growth above expectations

Around half of the companies surveyed achieved an annual turnover of more than one million francs in 2024. Among stadium and arena operators, 44% even exceeded five million francs in turnover. Many companies expect further growth in 2026 - in a market environment in which numerous traditional marketing disciplines are struggling with declining attention, increasing algorithm fatigue and declining consumer confidence.

The figures prove it: Live communication remains highly relevant. Around 78% of industry turnover is generated in the physical space, particularly through public and corporate events. Where digital reach loses impact, real encounters gain in importance.

The Swiss LiveCom industry is more digital than its reputation

The study disproves a widespread cliché: the Swiss LiveCom industry is no longer a purely analog discipline. Around two thirds of companies already use artificial intelligence, 31% even regularly. At Expo Event, the usage rate is 78 percent. AI is used particularly in marketing, creation and project development; it is also becoming increasingly important in technical areas.

Jörg Gantenbein, President of svtb, puts it in a nutshell: «We are neither analog nor backward. Two thirds of the industry are already working with AI - but as an amplifier, 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% of members would like concrete support with further training with tool expertise and regulatory orientation, according to the press release.

Economic value is underestimated

Despite positive developments, the industry is struggling with structural challenges. More than a third of all pitches are still not remunerated - even though the costs are often in the five-figure range. Around 90 percent of companies are micro and small enterprises, many of which are family businesses and training centers with high regional added value.

Christian Künzli, President of the Swiss LiveCom Association Expo Event, explains: «Our industry is producing ever more professionally and delivering measurable impact - but we are not earning proportionally more money. As long as a third of all pitches are unpaid, we are collectively undermining our own value. This has to stop.»

Marc Hofstetter, President of Tectum (Swiss Association of Marquee Builders and Temporary Structures), also calls for more political awareness: «We are an SME sector. 90 percent of companies employ fewer than 50 people, many train apprentices and many are second or third generation family businesses. When politicians talk about promoting Switzerland as a business location, we need to be included - not just as event technology, but as Switzerland's economic and cultural infrastructure.»

Real encounters remain irreplaceable

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

Three demands of the Alliance

Based on the results of the study, the four associations have formulated three joint demands: Firstly, binding industry standards for appropriate remuneration of pitch services should be introduced. Secondly, the LiveCom industry needs visible representation of its interests in the federal government. Thirdly, live communication should be recognized as an economic and cultural factor - it creates added value, innovation and apprenticeships and deserves the same political attention as other key industries.

About the study

The Event Trend Study Switzerland 2026 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. 203 of the 774 members contacted took part, which corresponds to a response rate of 26 percent. The study is being published for the third time after 2022 and 2024. The full study can be downloaded from the websites of the participating associations.

Further information on the Swiss LiveCom Association Expo Event can be found at www.expo-event.ch.