The ordinary general meeting of HotellerieSuisse Ticino took place today – Thursday 16 April 2026 – at the Novotel Lugano Paradiso, an opportunity to take stock of thetrend in the hotel sector and outline future priorities.
The data presented confirms a positive trend. In 2025, the canton's tourism sector recorded 2,510,079 overnight stays, marking a 3,69% increase over the previous year and a 2,13% increase over 2023. This result places the past year among the best of the last fifteen years.
Average bed occupancy stood at 43,4%, up 1,7 percentage points, supported by steady demand throughout the year and favorable signs starting around Easter.
Domestic demand stable, foreign demand growing
The domestic market continues to be the largest component, with a 60% share and modest growth (+1%). International markets, however, have made a more dynamic contribution, recording an 8% increase.
In particular, there has been a strengthening in demand from the United States (+11%) and Great Britain (+14%), confirming a renewed interest in Ticino as a destination beyond Europe's borders.
According to the president Sonja FreyThe results underscore the importance of tourism to the cantonal economy, with an estimated contribution of around 10% of gross domestic product. At the same time, the need to ensure adequate operating conditions for businesses in the sector emerges.
Positive outlook despite uncertainty
The forecast for 2026–2027 remains favorable. Estimates developed by BAK indicate growth of 2,3% for 2026 and 4,3% for 2027. This trend, despite an uncertain international context, confirms the resilience and attractiveness of Ticino as a tourist destination.
The crux of the framework conditions
Alongside the economic data, the assembly highlighted several structural issues. These included the issue of short-term tourist rentals and the debate surrounding the 180-day threshold.
HotellerieSuisse Ticino recognizes the complementary role of new forms of hospitality, but reiterates the need to ensure fair competition. Hotel establishments operate according to stringent standards regarding safety, hygiene, staff training, and working conditions.
In this context, the association advocates for a clear and proportionate regulatory framework, applied uniformly to all operators. At the same time, it continues its commitment to combating dumping and excessive bureaucracy, which it considers an obstacle to the sector's development.
Deseasonalization and Ticino365 strategy
The strategic dossiers also include the Ticino365 project, aimed at strengthening the destination's attractiveness throughout the year.
As highlighted by Max Perucchi, a member of ATT and representative of the association, deseasonalization represents a key element in ensuring greater stability for businesses and employment continuity.
While not directly promoting the initiative, HotellerieSuisse Ticino is part of a shared cantonal strategy, recognizing its potential to reduce dependence on seasonal peaks.
A stable and representative association
Internally, the association maintains a stable number of members, a sign of confidence in its role as a point of contact for the sector.
Members represent a significant portion of Ticino's accommodation offering: 5,573 rooms out of a total of 9,097 and 10,451 beds out of a total of 18,720.
A look into the future
Amid encouraging results and still-unresolved issues, HotellerieSuisse Ticino confirms its commitment to contributing to the development of tourism in the canton.
The challenge in the coming years will be to consolidate growth while maintaining high quality standards, adapting to a changing environment, and ensuring sustainable conditions for the entire sector.
Ticino Tourism 2026: strategy, markets, and innovation for a vibrant destination year-round.
