Europe Expo

What Europe Expo does

Europe Expo (legal entity: Europa Expo SCRL-FS) is a Belgian private cooperative that produces and operates large-scale traveling cultural exhibitions for consumer and educational audiences. Founded in 1991 with the 'Tout Hergé' show, the company has produced a portfolio of immersive exhibitions including Tutankhamun On Tour, La Découverte du Pharaon Oublié (2020), I Love Japan (2022), A World of Bricks featuring LEGO Certified Professional Dirk Denoyelle (2023–2024), the National Geographic wildlife photography exhibition (April–September 2025), and the upcoming Cléopâtre Superstar in partnership with the Royal Museum of Mariemont (from December 20, 2025). The company operates primarily from the Liège Guillemins TGV railway station and has extended into Lyon, France, attracting a cumulative 3.5+ million Belgian and international visitors.

The core technology is exhibition production itself — thematic installations, sculptures, and interactive displays — rather than a software platform. The only digital infrastructure disclosed is the Billetweb (Trustweb) online ticketing system with SSL2-secured payments and a multilingual WordPress/Yootheme website. No APIs, AI/ML systems, or proprietary software are part of the offering.

The business model is direct-to-consumer ticket sales with tiered pricing differentiated by age, group size, and access program (Article 27, PMR). Tickets are sold online via the company's website and at-the-door during venue opening hours (Wednesday–Friday 10h–18h; Saturday–Sunday 10h–19h during school holidays). A separate school and group booking channel operates via phone and email with reservation required. The company markets through organic social media (Facebook, Instagram, TikTok), email newsletters, its website, and earned press coverage. There are no disclosed funding rounds, institutional investors, or M&A activity, indicating the company has been self-funded through operational cash flow over three decades.

Name

Europe Expo

Legal name

Europa Expo SCRL-FS

Website

https://europaexpo.be

Company type

Private

Founded year

1991

Operating status

Operating

Headcount range

11–50 employees

Short description

Europe Expo is a Belgian cooperative that produces and operates traveling cultural exhibitions — including Tutankhamun, National Geographic wildlife photography, and Cléopâtre Superstar — for consumer visitors, families, and school groups, primarily at the Liège Guillemins TGV station and in Lyon, France.

Ownership category

akta.pro rank

Product category

Cultural Exhibition Services

NAICS

Convention and Trade Show Organizers (56192)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

General Consumer Expos & Trade Shows (MPAGAFAA)

akta.pro secondary industry

Collectibles & Hobby Shows (MPAGAFAN)

Keywords

• Traveling cultural exhibitions
• Exhibition organization
• Museum exhibitions
• Educational school visits
• Exhibition ticketing

Headquarters

HQ city

Liège

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Others, Infrastructure

Revenue model

1. Ticket sales: Primary revenue stream from selling admission tickets to exhibitions. Tickets are sold online via their website and through Billetweb platform, with pricing differentiated by age group and ticket type.
2. Group and school bookings: Special discounted pricing for school groups (>15 people) and group bookings, with reservation required via phone or email.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Europa Expo produces and presents large-scale traveling cultural exhibitions at its primary venue, the Liège Guillemins TGV railway station in Belgium. It curates themed shows such as Expo Cléopâtre Superstar (with the Royal Museum of Mariemont), National Geographic wildlife photography exhibitions, A World of Bricks (LEGO art by Dirk Denoyelle), Toutankhamon On Tour, and I Love Japan. Revenue is generated primarily through per-visitor ticket sales (with age-, family- and group-tiered pricing), supplemented by group and school reservations managed directly via phone and email.

Product overview

Europa Expo is a traveling exhibition company with over 30 years of experience, having attracted more than 3.5 million Belgian and international visitors. The company operates as an exhibition curator and organizer, not a technology platform. Their portfolio includes major traveling exhibitions such as Cléopâtre Superstar (a Cleopatra exhibition with Royal Museum of Mariemont), National Geographic Exhibition (wildlife photography), A World of Bricks (LEGO art), Tutankhamun On Tour (ancient Egypt), and I Love Japan Tour (Japanese culture). They also provide educational programs for school groups including pedagogical materials and workshops. Their ticketing services are powered by Billetweb (Trustweb).

Differentiator

Problem solved

Functional benefit

Brands

• Expo National Geographic: Traveling exhibition featuring National Geographic photography, including 'The Greatest Wildlife Photographs' and 'Pistine Seas: Bringing the Ocean Back' exhibitions.
• Expo Cléopâtre Superstar
• Toutankhamon On Tour
• I Love Japan / Passion Japon On Tour
• A World of Bricks

Products and services

• Expo Cléopâtre Superstar Traveling exhibition about Cleopatra, co-produced with the Royal Museum of Mariemont, immersing visitors in the legendary figure through artifacts and pop-culture reinterpretations. Targeted at general public visitors and families.
• National Geographic Exhibition Photographic exhibition in partnership with the National Geographic Society showcasing wildlife and ocean photography curated by Kathy Moran. Targeted at general public, families, and tourists interested in wildlife and environmental conservation.
• A World of Bricks LEGO brick art exhibition showcasing unique sculptures by LEGO Certified Professional Dirk Denoyelle, including creative workshops for all ages and a dedicated DUPLO space for young children. Targeted at families and the general public.
• Toutankhamon On Tour Immersive traveling exhibition about the 1922 discovery of Tutankhamun's tomb, recreating the historic moment and offering an immersive journey into ancient Egyptian history. Targeted at general public, families, and educational groups.
• I Love Japan / Passion Japon On Tour Immersive traveling exhibition exploring Japanese traditions and cultural heritage across the Japanese archipelago. Targeted at general public visitors, families, and cultural tourists.
• School Group Educational Programs Educational programs and pedagogical workshops for primary and secondary school groups visiting exhibitions, including curriculum-aligned teaching materials and hands-on workshops such as 'L'Homme et la Bête' for ages 6-10 and 11+. Targeted at schools and educational institutions.

Quantifiable outcome

• Over 3,500,000 total visitors attracted across all exhibitions since 1991

Named customers4 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered core and minor.

• Dirk DenoyellecoreOthersLEGO Certified Professional artist who creates unique sculptures and artworks using LEGO bricks for A World of Bricks exhibition. Became second European to obtain LEGO Certified Professional title in 2008, 25 years ago. Has created statues of notable figures including Nafi Thiam, King Willem-Alexander and Queen Maxima of the Netherlands, and Ed Sheeran.
• Royal Museum of MariemontcoreStrategic or Co-development PartnerPartner institution for Cleopatra Superstar exhibition, providing museum content and curation expertise alongside Europa Expo's exhibition production.
• National Geographic SocietycoreStrategic or Co-development PartnerExclusive partnership for National Geographic themed exhibitions including The Greatest Wildlife Photographs and Pristine Seas: Bringing the Ocean Back. Curated by renowned nature picture editor Kathy Moran with images from iconic National Geographic photographers.
• BrozeminorGTM or Marketing PartnerPartner for A World of Bricks exhibition promotional support.
• Degreve's WorkshopminorStrategic or Co-development PartnerWorkshop facilitator for L'Homme et la Bête educational program exploring the relationship between humans and animals for school groups.
• Trustweb (Billetweb)coreTechnology or IntegrationTechnology provider for online ticketing system. Trustweb SASU provides the Billetweb solution for online ticket sales. SSL2 security protocol used for payment processing.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Culturespaces: French operator of large-format immersive digital art venues (Atelier des Lumières, Bassins de Lumières, Villa Lumière) and producer of themed exhibitions. Competes for the same licensed IP pool (Cleopatra, Tutankhamun, etc.) and audiences, but at significantly larger scale and with permanent digital-art venues.

Direct peers

• Imagine Exhibitions: US-based producer of traveling exhibitions (Tutankhamun, Titanic, Jurassic World) that licenses content from major museums and partners worldwide. Same traveling-exhibition business model and same IP partner types (e.g., National Geographic Society).
• Tempora: French traveling exhibition producer that co-produced the Tutankhamun On Tour exhibition with Europa Expo. Operates the same business model of museum-licensed immersive traveling exhibitions across France and Europe, making it the closest comparable in scale and category.
• Exhibition Hub: Producer and global distributor of immersive art and cultural exhibitions (Van Gogh, Klimt, Frida Kahlo), with multi-city touring and museum partnerships. Same category, same business model, same target family/educational audience.

Emerging players

• Fever: Global marketplace for ticketed experiences and immersive events. While not a producer, Fever distributes competing immersive/cultural experiences and has moved upstream into original production, overlapping with Europa Expo's audience and ticketing channels.
• Mad Arts Museum: Immersive digital-art venue operating with a similar model to Atelier des Lumières. Smaller scale but directly comparable in the immersive themed-exhibition category where Europa Expo's Tutankhamun and Cleopatra titles compete.

Others

• National Geographic Society: Content licensor and exhibition partner for Europa Expo's National Geographic-branded wildlife photography exhibitions. Important ecosystem participant as the IP source whose exhibitions drive attendance at Europa Expo's venue.
• Royal Museum of Mariemont: Belgian museum and strategic content partner for Europa Expo's Cleopatra Superstar exhibition. Comparable as a Belgian cultural venue producing ticketed themed exhibitions, and relevant as the supplier of licensed IP for Europa Expo's flagship title.
• Billetweb (Trustweb): Online ticketing platform used by Europa Expo for ticket sales. Acts as a technology enabler and distribution partner; comparable as a SaaS ticketing provider to many similar exhibition/event operators in the same ecosystem.

Regional players

• Exponantes: Operator of large themed exhibitions and cultural events in France (including prior Tutankhamun and Tutankhamun-style shows). Directly competes with Europa Expo for French touring audiences and for premium museum-IP exhibitions.

Market position

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/europaexpoguillemins
• Instagraminstagram.com/europa.expo
• TikToktiktok.com/@europa.expo
• LinkedInlinkedin.com/company/europa-expo

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Europe Expo