What are the main trends relating to the trend of tourism in Ticino that emerge from a reading of the data referring to 2023?

«In general we are satisfied with how last year went. Looking in more detail at the figures relating to hotel overnight stays, a drop of 4% emerges compared to those recorded the previous year; on the other hand, if we compare the number of overnight stays with 2019, 2023 is higher than pre-pandemic levels (by approximately 6,5%). We can therefore say that the great tourist boom during 2021 and 2022 has not ended. Added to this data is the fact that arrivals (i.e. the number of people who stayed in Ticino in a hotel facility) are stable compared to 2022. This means that in 2023 the number of tourists who stayed overnight in hotels is practically the same as previous year, but stayed for shorter stays. The shortening of the stay in Ticino it is a trend that we are seeing more and more widely. Another trend, linked in this case to visitors from nearby destinations who reach us by car or train, is the increasingly last minute decision to leave for Ticino. Weather conditions often tip the scales."

What was the behavior of domestic and international customers?

«Last year was marked by a major recovery in foreign markets after a few years with many travel restrictions. On the other hand, the total reopening of the borders has also allowed our compatriots to travel outside the borders again, even to distant destinations. The figures demonstrate this: overnight stays by Swiss tourists decreased by 11% compared to the previous year (+8,5% compared to 2019), while foreign ones recorded a +10% (+3,2% compared to the period pre-Covid)".

Which are the countries of origin that feed the greatest tourist flows?

«Our reference market remains the domestic one, with 63.4% of tourists coming from the rest of Switzerland. The main foreign markets will also be confirmed in 2023 as Germany and Italy, followed by the USA, Benelux and France".

Regarding the type of overnight stays, which accommodation facilities have been most rewarded?

«By analyzing the categories of hotel facilities, compared to the pre-pandemic period we have noticed that there is an increase in overnight stays in four and five star hotels. This is an interesting fact, which requires reflection on the target of luxury tourism." 

Have the international situation, the wars, the geopolitical crises taking place in the world already had consequences on the trend of tourism and what forecasts can be made for 2024?

«Among the aspects that could have influenced last year's results, there are certainly the international geopolitical situation and its consequences, in particular the strong Swiss franc and inflation which contribute to decreasing the purchasing power of tourists, especially those coming from abroad. Looking instead at domestic tourism, which as mentioned is increasingly characterized by last minute departures often linked to the weather, the prolonged closure of the Gotthard base tunnel is worrying. We took action immediately, together with the other regional tourism organisations, and in collaboration with the FFS, so that the effects on tourism-related travel could be mitigated as much as possible. For example, we launched a promotion last autumn, then repeated at the beginning of the year, which allowed you to travel by train for free from home to the hotel, and also get a discount on your overnight stay. It was very successful and in the first weeks of the year it generated over 1 hotel nights, for example. In principle, our objective for 000 is to confirm the levels of the recently concluded year."

Do you have statistical data available relating to the approval rating of the various initiatives implemented to promote Ticino tourism?

«We don't have feedback relating to individual initiatives but we can get an overall idea of ​​how much Ticino is liked. As regards the Ticino Ticket product, again in 2023 it was particularly appreciated by visitors who stayed overnight in hotels, campsites and hostels. Over 600 people have used this transport ticket which allows them to travel for free on public transport and benefit from discounts for multiple tourist attractions. To get a more general idea of ​​appreciation, those who receive the Ticino Ticket can also take part in a survey which aims at the satisfaction index of the stay: in 000 the overall rating was 2023 out of a maximum of 9,6 and we are therefore very satisfied."

Lastly, what will be the strong points on which you will focus your support for tourism in the Canton this year?

«Ticino Turismo will be involved in various activities and events throughout the year in Switzerland and abroad. For example, the food and wine walk that takes place in Zurich to discover our specialties, Gusta Ticino, returns. The event, organized by Gusta SAGL, Ticino Turismo and Rapelli SA, with the support of the Ticino Agri-Food Competence Center (CCAT), will be held on Saturday 8 June and tickets are still available (on gustatino.ch). As usual, a spring and an autumn campaign will be active on the Swiss market which for the third and final year will focus on the Colors of Ticino. Collaboration with media from beyond the Gotthard, as well as presence at trade fairs and events such as Cycle Week and the Road Cycling World Championships in Zurich will complete the range of initiatives in Switzerland. As regards abroad, there are over 200 activities planned, which through press and study trips, fairs, events, collaborations, etc. and with the support of Switzerland Tourism they allow us to promote the Ticino destination practically all over the world. Among the topics on which we will focus I also mention the Ticino Convention Bureau (TiCB), which came to life after being launched last April. In 2023, 283 requests were handled by this business tourism competence centre. There are two categories in particular that are attracting more and more interest from the public: weddings, a theme for which Ticino Turismo has already been active since 2017, and sporting events. The TiCB will focus on the latter in 2024, with the aim of attracting the attention of potential interested in training camps. The TiCB's commitments also include the organization of an international event dedicated to professionals in the North American tourism sector who will meet in Lugano at the end of March for the Travel Leaders Network Annual International Summit".