Effects of the ESC 2026 on Austria’s economic performance
Study report - Effects of the ESC 2026 on Austria's economic performance
Mag. Dr. Wolfgang Schwarzbauer
Head of the Regional Economic and Trade Policy Research Section
Prof. Dr. Monika Köppl-Turyna
Director
The Eurovision Song Contest (ESC) 2026 will not only be a major cultural event for Austria, but also an important economic factor. This is shown by a recent EcoAustria study commissioned by the Federal Ministry for Economic Affairs, Energy and Tourism.
In total, up to 88,000 additional visitors are expected, including tourists staying for several days, day tourists, journalists and crew members. This alone will stimulate demand of around 21 million euros. Added to this is direct event expenditure of around 36 million euros. In total, the overall economic demand effect amounts to around 57 million euros.
The resulting effects on economic output are considerable: according to the analysis, overall economic value added amounts to around 52 million euros. Around four-fifths are attributable to direct effects and one-fifth to indirect impulses through the integration of Austrian industries. In addition, the ESC helps to secure or create around 550 full-time equivalent jobs. The associated tax and duty revenues are estimated at around 22 million euros.
Service sectors such as real estate and housing, creative, artistic and entertainment activities as well as economic services for companies and private individuals are benefiting in particular. Gastronomy, retail and IT-related sectors are also having a noticeable economic impact.
The expected costs for the public sector and ORF of around EUR 31 million (less the EBU subsidy) are offset by value creation effects of EUR 52 million. This results in a multiplier of 1.7 - every euro invested thus generates an overall economic value added of 1.70 euros.
In addition to these quantifiable effects, a considerable advertising value can also be expected for the venue. The Chamber of Commerce estimates this to be in the three-digit million euro range. An analysis by the European Broadcasting Union on the ESC in Basel 2025 recently put the advertising value at 730 million euros - an indicator of the potential that Austria could also exploit in 2026.
