DEAG Expects 40% Visitor Increase At Summer Festivals

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Atmosphere at one of DEAG’s many festivals in Europe: Sion sous les étoiles in Switzerland (Picture by sion sous les étoiles/Jean-Baptiste Bieuville)

Deutsche Entertainment AG (DEAG) expects the number of visitors to its festivals this year to increase by 40% compared to 2022, or well over 800,000 in concrete numbers.

“Thanks to the international DEAG Group’s diverse festival portfolio that comprises festival events in a variety of genres, the company will draw a record audience of well over 800,000 visitors this summer in its four strongest national markets, Germany, the UK, Ireland and Switzerland,” a press release sent out by DEAG today states.

DEAG bolstered its festival portfolio significantly over the past year, not least by acquiring German EDM mega event Airbeat One, which celebrated its 20th anniversary this past weekend, July 12-16, attracting some 70,000 visitors.

Other major acquisitions in 2022 include Indian Spirit festival, and Classic Open Air in Germany, as well as Scottish promoter Regular Music in the UK, which organizes the award-winning annual Summer Nights at the Bandstand series of concerts in Glasgow, and the Castle Concerts in Edinburgh, which attracted some 50,000 visitors across six sold-out shows.

See: DEAG Reports Highest Revenue In Company History

510 Steffen Schulze CEOPPED
Sunset at Airbeat One 2022. (Picture by Steffen Schulze)

DEAG also owns Kilimanjaro Live in the UK, which promotes countless shows and events, including Kew The Music at the Royal Botanic Gardens Kew, just outside of London, England, or Belladrum Tartan Heart Festival in Scotland.

DEAG’s festival portfolio also includes Ruhr-in-Love, Nature One, and Kessel festivals in Germany, Sion sous les étoiles festival in Switzerland, which set an audience record this year with almost 60,000 in attendance: Let’s Rock in the UK, and more.

As the company stated in a press release, around 75 percent of tickets for DEAG
events were sold via DEAG’s own online ticket distributors,,, and

DEAG CEO Prof. Peter Schwenkow commented, “DEAG’s festival segment is showing fantastic growth across all genres of music in England, Scotland, Ireland, Germany and Switzerland. The outstanding response from audiences points the way for us to new formats, new locations and a gratifying further development of this extremely interesting music festival field.”

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