An important chapter is closed for the Lugano Tourist Board (ETL)After more than four years at the helm of the organization, Massimo Boni has decided to embark on a new professional journey that will take him abroad. Effective January 1, 2027, he will assume responsibility for the Brazilian market of Switzerland Tourism, based in São Paulo, as part of a position with the Federal Department of Foreign Affairs (FDFA).
The appointment represents a significant evolution in his professional career and comes at the end of a period characterized by numerous projects dedicated to the development of Lugano as a destination and its region.
Four years of tourism development for the Lugano area
Having taken office in April 2022, Boni led the Lugano Tourist Board, working alongside collaborators and numerous local partners to consolidate the region's attractiveness.
During his term, several strategic areas were strengthened: sports tourism, nature-related activities, the promotion of artistic and cultural offerings, food and wine, and the MICE sector, dedicated to organizing meetings, incentives, conferences, and events.
According to the ETL, the initiatives developed in recent years have contributed to increasing the destination's awareness on both the Swiss and international markets, strengthening its competitive position.
Collaboration with the city and digital innovation
Among the objectives pursued during Boni's direction was also the strengthening of collaboration with the City of Lugano, particularly in the conference segment.
The organization has promoted shared initiatives, organizing conferences and training sessions for industry professionals, with the aim of strengthening its business tourism offering.
At the same time, the organization's digitalization process continued, accompanied by a growing focus on Corporate Social Responsibility (CSR), considered one of the strategic elements destined to maintain a central role in the years to come.
The Board of Directors' thanks
The Chairman of the ETL Board of Directors, Attorney Rupen Nacaroglu, expressed his satisfaction with Massimo Boni's new appointment, highlighting his contribution during his tenure.
According to Nacaroglu, the work done with the team has supported the development of regional tourism and laid important foundations for the destination's future. The president also emphasized how Boni will guide the transition phase and continue to maintain close ties with the Lugano area, even in his new international role.
«A period rich in experiences»
Commenting on the conclusion of his experience at ETL, Massimo Boni described the years spent in Lugano as a particularly significant period, both professionally and personally.
He emphasized the crucial contribution of a motivated team and the network of partners with whom numerous projects have been developed, while also expressing enthusiasm for the new opportunity in Brazil.
Boni also emphasized that his new role will allow him to continue indirectly promoting the Lugano area, given that Brazil represents one of the long-distance markets with interesting growth prospects in the high-end tourism segment.
A transition that looks to the future
Massimo Boni's move to Switzerland Tourism marks the beginning of a new phase for both the manager and the Lugano Tourist Board. The organization will be able to continue the work begun in recent years, leveraging projects developed in the areas of territorial promotion, innovation, and sustainability. Boni will bring his international experience to the promotion of Switzerland in the strategic Brazilian market, continuing to maintain ties with the Lugano region from his new position in São Paulo.
