Be•at surpasses the 3-million ticket mark in 2025
02.01.2026
In 2025, be•at sold more than 3 million tickets for the first time in its history. The figure covers events held at AFAS Dome, Lotto Arena, Forest National, Trixxo Arena and Theater, Stadsschouwburg Antwerpen and Capitole Gent. With a total of 3,018,017 tickets sold, Belgium’s market leader sets a new benchmark for live entertainment in the country.
This milestone follows two consecutive years of strong growth. After an increase of +22% in 2024 compared to 2023, ticket sales grew by more than +13% again in 2025 — representing a combined growth of nearly 40% over two years. It confirms what visitors, artists and promoters experience week after week: the appetite for live experiences is not only back, it is stronger than ever.
A year of global superstars and national favourites
The record year was driven by an exceptionally broad and strong programme. International top acts such as Lady Gaga, Pitbull, Mumford & Sons and Drake played multiple sold-out shows — often their largest European concerts — in be•at venues.
At the same time, local artists played a crucial role in reaching this record. This was evident not only at AFAS Dome (including K3 The Originals, Pommelien Thijs, Night of the Proms – 40 Years, De Grote Sinterklaasshow, Regi, Metejoor, ...) , but also at Forest National (Helena, Zwangere Guy, …), Lotto Arena (Bart Peeters, Nerdland, #LikeMe) and across the be•at theatres (Arnout Van den Bossche, Alice in Wonderland, Kamal Kharmach, …).
The breakdown of ticket sales highlights the diversity of the audience: 47% rock & pop music, 20% other music genres, 10% comedy, 7% theater performances and 5% family entertainment — the top five genres. Coincidentally, yet symbolically, the 3-millionth ticket was sold for a theater show by a local artist: Xander De Rycke.
From audience appetite to sustainable growth
According to be•at, these strong figures are not solely the result of a market recovery. For years, the group has been investing in a professional, integrated live entertainment model, where ticketing, data, marketing, hospitality packages and venue operations are deliberately managed as one cohesive ecosystem and made available to leading organisers.
This integrated approach is one of the reasons why global superstars continue to schedule their largest European shows in Belgian venues — locations with an outstanding track record in live entertainment.
“We are grateful that so many people are once again choosing live experiences in such large numbers. Behind every sold-out venue is not only enthusiasm, but also craftsmanship, close collaboration with promoters and artists, and a shared ambition to bring people together,” says Jan Van Esbroeck, CEO of be•at. “Live is not a luxury. It connects people, gives energy and enriches life. That is what we, together with our partners, work towards every single day.”
Looking ahead to 2026 with confidence
Notably, a significant share of the tickets sold already relates to shows scheduled for 2026. This underlines the continued confidence of both audiences and artists in the Belgian live market, as well as in be•at’s infrastructure and services. At the same time, be•at and organisers view the planned doubling of VAT on tickets with concern, as it poses a threat to the long-term sustainability of growth within the sector.
With a packed calendar and a strong international network, be•at looks ahead to the coming year with confidence — ready once again to create unforgettable moments for millions of people.
