Lugano Region has achieved better-than-expected results in 2025 and is already looking to the future with a project designed to further strengthen the destination's appeal during the winter months. This was the outcome of the Ordinary General Assembly of the Lugano Tourist Board (ETL), held on June 17 at the Palazzo dei Congressi in Lugano, which brought together approximately one hundred members to approve the 2025 Financial Statements and review the activities developed over the past year.
The meeting was also an opportunity to present a new initiative destined to become one of the main tourist events of the Ticino winter season: “Lago Magico Parco Ciani Lugano” , an event scheduled for 10 to 27 February 2027.
2025 exceeds expectations
The meeting was opened by ETL President Rupen Nacaroglu, who emphasized that the positive performance of the last financial year cannot be assessed solely through statistical data. According to the president, the organization has consolidated its strategic role in the development of the region, strengthening the dialogue between institutions, businesses, and local stakeholders, and increasingly establishing itself as a reference point for tourism in the Lugano area.
The goal is not only to promote the destination, but to contribute concretely to its evolution, encouraging shared projects and sustainable growth for the entire sector.
New offers and an increasingly market-oriented strategy
During the meeting, Director Massimo Boni presented the results of the commercial activities, highlighting how nine new tourism proposals were launched in 2025, generating over 3.800 overnight stays.
Among the most notable initiatives was the first national campaign that combined free train travel with a single Swiss destination, a project developed with the aim of encouraging the deseasonalization of tourist flows.
At the same time, the products dedicated to the Outdoor and Family segments were expanded, new Lugano Region-branded experiences were developed, and the digitalization of the offering continued. Promotional activities were also strengthened in priority markets, along with collaborations with international tour operators, the MICE sector, and the network of local partners.
A set of interventions that, according to management, confirms the trajectory outlined in the institution's four-year strategic plan.
Growing overnight stays and a profitable balance sheet
On the economic front, administrator Fabio Crivelli presented a financial report that showed results that exceeded expectations.
The 2025 financial year closed with a profit of 28.221,23 francs , supported by the increase in hotel overnight stays, which reached 998.234 , equal to an increase of 2,5% compared to the 973.545 recorded in 2024.
The domestic market continues to represent the main source of visitors, with 47% of total overnight stays attributed to Swiss customers.
Among foreign markets, the United States is experiencing strong growth, posting a 12% increase and becoming the destination's third-largest market for the first time, slightly surpassing Italy. US tourism also accounts for 75% of all American overnight stays in Ticino.
Positive signs also come from Brazil, which grew by 11% and has been identified for two years now as one of the markets with the greatest growth prospects.
A major project for winter 2027
One of the key moments of the meeting was dedicated to the presentation of “Lago Magico Parco Ciani Lugano” , a new event that represents one of the Lugano Region's main investments in the strategy of extending the tourist season.
The initiative stems from a goal expressed by President Nacaroglu upon his inauguration in December 2024: to create an original event capable of attracting new visitors during the low season and, in particular, during the school holidays in the main cantons of German-speaking Switzerland.
The event will be completely free and open to all ages.
The first light art festival in Ticino
Scheduled from 10 to 27 February 2027 , the event will represent the first festival dedicated to light art organised in Ticino.
“Lago Magico Parco Ciani Lugano” was born as a spin-off of two already established events in Switzerland, Zauberpark in Zurich and Zauberwald in Lenzerheide.
For over two weeks, Ciani Park will be transformed into an immersive experience featuring light installations, shows, entertainment, and a food and wine village showcasing local products and specialties.
The initiative aims to expand the tourist offering in the winter months and generate new flows of visitors in a traditionally less frequented period.
A long-term vision
The presentation of the new project confirms the strategy pursued by Lugano Region, which aims to consolidate its position as a reference destination in the Sport and Nature, Art and Culture, Food and Wine, and MICE segments.
The organization's activities include not only tourism promotion, but also welcoming visitors before and during their stay, enhancing the hiking and cycling network, and coordinating with local operators, with a particular focus on sustainability and the destination's balanced development.
The 2025 financial statement can be consulted at: www.luganoregion.com/assemblea.
