Conference tourism in the Lugano area returns to the centre of the debate with a series of data that photograph a growing sector and, at the same time, called to deal with structural limits now evident.
During a press breakfast at the Ciani Nursery, Lugano region, the City of Lugano and Ticino Convention Bureau They presented an updated budget and outlined a long-term vision looking to 2035–2040.
The numbers for 2025: more participants, doubled impact
In 2025, the conference sector hosted 24 conferences, including regional, cantonal, national, and international events. Of these, 16—5 national and 11 international—were subject to a detailed economic impact analysis.
There were approximately 14,500 participants., up from 10,000 in 2024. The estimated direct economic impact reaches 18 million francs, while the total impact stands at 33,4 million francs. This represents a significant increase compared to the previous year, when the overall impact was calculated at 18,6 million.
The data confirms that conference tourism in the Lugano area is not just a specialized segment, but a concrete driver of the local economy: hotels, restaurants, services, retail, and transportation all benefit from concentrated but high-value flows. Another important aspect is the deseasonalization, as many conferences are held during traditionally less touristy periods.
Pipeline and acquisition: 32 dossiers in progress
On the acquisition front, 32 dossiers are under processing in 2025, with a conversion rate of 13% and applications already looking at the 2027–2030 period.
The activity is developed through participation in international fairs sector, institutional partnerships and a targeted application process (BID), which includes feasibility studies, coordination with hotels and local partners, organization of inspections and sales visits.
Among the emblematic cases is the ISPCAN Congress 2027, which will bring around 900 participants to Lugano for five days, with a estimated economic impact of 1,8 million francs and a direct return of more than 100%. This result was achieved thanks to nine months of work and the involvement of local academics as part of the Ambassador Program.
Ticino's role in the MICE segment
Il Ticino Convention Bureau promotes the area in the MICE (Meeting, Incentive, Congress, Event) segment, with a particular focus on corporate events, meetings, and incentive trips.
In 2025, 272 requests for proposals were received (a 24% increase compared to 2024), of which 83 were specific to the Lugano region and 119 were multi-regional, including the Lugano area. Thirteen requests were strictly related to conference tourism, 11 of which were for Lugano.
A total of 134 MICE events were held during the year (+30%), with a conversion rate of 52% and an estimated revenue of over 4,6 million francs, of which approximately 2 million was generated in the Lugano region. At the same time, the MICE segment accounted for over 20% of occupancy for the facilities that hosted this type of clientele.
The structural criticalities of the Congress Centre
While the numbers show a positive trend, critical issues remain. The current Congress Centre is suffering from a dual vocation – civic center and conference venue – which limits availability and planning far in advance.
Added to this are issues related to the modularity of the spaces, logistics (entrances, catering areas, exhibition spaces), the difficulty of hosting simultaneous events and the need for a greater number of large rooms in the immediate vicinity.
According to the stakeholders involved, these factors impact the ability to attract large-scale medical-scientific conferences, which are often governed by stringent ethical guidelines and complex organizational requirements.
The vision: the Campo Marzio Nord tourist and conference center
The project for the new tourist and conference center in Campo Marzio Nord fits into this context, with a time horizon between 2035 and 2040.
Il the plan includes the construction of a modern and modular conference facility, integrated with a new hotel offering, residential buildings, urban services, public green spaces, and parking. The stated goal is to strengthen Lugano's position as a hub between the northern and southern Alps, capable of competing nationally and internationally in conference tourism.
For local institutions, investing in infrastructure means consolidating a sector that generates widespread economic benefits and contributes to the destination's reputation.
