The annual major events in Brive-la-Gaillarde, including the Book Fair, Livestock Festival, Lovely Brive Festival, and CA Brive rugby matches, generate significant economic impact for the region. An impact study, presented on October 1st, shows direct and indirect economic returns exceeding €85 million for 2025.
This study, based on over 4,200 visitor questionnaires and spending analyses, was conducted by Arnaud Ernst, director of the AID observatory in Toulouse. It aims to precisely measure the economic benefits these events bring to the city, going beyond mere impressions. The returns vary across the different events, each attracting diverse and complementary audiences.
The Book Fair, with 91,000 visitors, is the largest event organized by the City, generating approximately €11.3 million. Its central location boosts downtown foot traffic by 22% in November, during which around 70,000 books are sold, totaling €1.3 million. Mayor Frédéric Soulier described it as a complete success, highlighting its cultural, economic, and image-building impact.
The Livestock Festival, while smaller with 38,000 visitors and nearly €2.9 million in returns, shows a comparable economic impact per visitor to the Book Fair (around €75). This more local event, focused on heritage and 'good food,' primarily attracts visitors from the Corrèze department.
The Lovely Brive Festival, with 45,000 festival-goers in 2025, alone generates about €16 million. Its younger audience, largely traveling from further afield (average attraction zone of 200 km), significantly supports accommodation and benefits downtown areas, increasing foot traffic by 13%. The event, managed by Stéphane Canarias of Festival Production, relies on calculated risk-taking and the support of 350 partner companies.
The home matches of CA Brive represent the economic heavyweight, with approximately €55 million in returns. Nearly 188,000 spectators passed through the Stadium, with a remarkable loyalty from 60% of season ticket holders, despite playing in Pro D2. The investment in the new North Stand, costing €12 million, further enhances this dynamic, according to Dominique Antoni, the CAB's General Director.
The study emphasizes the complementary nature of these four events, attracting varied audiences and contributing to Brive's visibility. 85% of respondents believe they enhance the city's profile. Their contribution to the city's vibrancy is also notable: 88% for the Book Fair, 62% for the Livestock Festival, 87% for Lovely, and 80% for the CAB.
The future challenge is to encourage current visitors to extend their stay by creating links between events, businesses, and accommodations. Accessibility, particularly by train, is becoming crucial for attracting audiences from further away. The goal is to transform this popular success into even greater economic value for the region, with a public investment of €3 million yielding €85 million in returns.
