2026 has been defined as a year of consolidation and evolution: what are Ticino Turismo's overall goals?
In 2026, we will aim to develop a new business plan and a new "2030+ strategy," after having adapted the current one in force since 2019 over the years. The main objective is to strengthen Ticino's positioning as an attractive destination throughout the year, gradually overcoming the strong concentration of flows during peak months. The strategy Ticino365, launched in autumn 2025, is now entering its operational phase: a cross-sector project involving the cantonal agency, the Regional Tourism Organizations (OTR), trade associations, and numerous partners. Deseasonalizing means creating stable value for operators and local communities, better distributing flows, and consolidating the economic and social sustainability of the sector.
What concrete actions do you foresee on the Swiss market, which always remains a priority??
The domestic market remains central to Ticino tourism. The "You Must Have Experienced It" awareness campaign continues in 2026 with targeted planning in spring and fall, integrating Ticino365 content and promoting experiences even during off-season periods. After the first year showcasing unmissable highlights, the second year aims to give greater visibility to "hidden gems," lesser-known places waiting to be discovered. Significant editorial and promotional collaborations will continue, as will experiential events north of the Alps, including the third edition of Gusta Ticino in Zurich. The goal is to maintain the destination's high profile, but also to encourage stays spread throughout the year, focusing on food and wine, the outdoors, culture, and "hidden gems." Our presence at Europapark will also continue.
And what are the priorities in foreign markets?
In 2026, we plan to increase investments in key markets such as Germany, North America, and Benelux. We are also maintaining investments in other key markets: Italy, France, the United Kingdom, the Nordics, and the Gulf. In North America, we will focus primarily on B2B and media activities, targeting the high-spending segment in particular. In the Gulf markets, we are developing targeted initiatives for the high-end segment and confirming our collaboration with the renowned influencer Aseel Omran. In all cases, the approach integrates promotion, trade marketing, and authentic storytelling.
An important chapter is Key Media Management. What is its role?
Key Media Management is one of the cornerstones of our strategy. Bringing journalists and media professionals to experience Ticino means generating authoritative and lasting content. We organize customized press trips, collaborate with Switzerland Tourism's international offices, and cultivate ongoing relationships with publications and content creators. The revamped Media Corner on ticino.ch facilitates access to information and materials. Events like Travel Classics (which will bring together around twenty editors from the largest North American travel magazines and around fifty contributors) in Lugano in April represent extraordinary opportunities to consolidate the region's international reputation.
The luxury segment is identified as an area for growth. What is your strategy?
Luxury tourism has been part of our strategy since 2019, but now that Switzerland Tourism has structured its focus on this segment, we've also outlined a long-term approach: participation in specialized trade fairs like ILTM, presence on dedicated platforms, and targeted product development. Achieving Diamond status with ST confirms the region's shared commitment. For us, luxury doesn't just mean high-end hotels, but exclusive experiences, customization, and widespread quality.
Let's talk about MyTicino. What role will it have in 2026?
The my.ticino.ch web app is evolving into a true digital travel companion. After the release of the new version, in 2026 we aim to consolidate it as a central access point for information, events, and the Ticino Ticket. The goal is to increase usage and the number of users, but also to reach a greater percentage of those who use the digital version of the Ticino Ticket. The integrated geolocalized map, the integration of hike and bike routes, webcams, and real-time weather forecasts enhance the experience of the area. The goal is to offer a personalized and seamless experience, consistent with the vision of a destination accessible year-round.
Sustainability is another strategic focus. How does this translate into operational terms?
In 2026, we will launch a new B2B page dedicated to sustainability, with practical tools for operators and a strong focus on the Swisstainable program. The shared goal with the OTR is to achieve the Swisstainable Destination – Level I classification; Ticino Turismo's goal is also to maintain Swisstainable Level II. We will also continue to measure and offset our CO₂ emissions and transparently report our company results. Sustainability is not just environmental, but also economic and social: balanced tourism throughout the year is an integral part of this vision.
The Bike project appears to have a significant role in deseasonalization.
Absolutely. The new Bike 2026 brochure, distributed in multiple languages, highlights official routes and offers dedicated to cycling enthusiasts. We will be present at specialized fairs such as the Padua Cycle Tourism Fair and Zurich Cycle Week. Cycle tourism is a strategic segment because it reaches an active audience, often sensitive to sustainability and less tied to traditional seasonality.
Digitalization and artificial intelligence: what developments are expected?
The new ticino.ch website will be launched at the end of 2026, featuring a revamped structure and content, with a focus on inclusion and artificial intelligence. The new site is based on a new, advanced shared cantonal database. The Digital Tourism Intelligence Hub project will enable migration to an advanced database. Elsewhere, the cantonal Hospitality Data Intelligence platform will enter an advanced phase, with interactive dashboards and predictive analytics based on Business Intelligence and AI. Data—from overnight stays to digital KPIs—will drive increasingly targeted decisions. AI will also be used in content production and optimization, thanks in part to participation in the Innotour Aumera project.
Finally, MICE: what are the prospects for the Ticino Convention Bureau?
After the launch phase, 2026 marks the Ticino Convention Bureau's full operation. The MICE segment, less dependent on seasonality, is crucial for the stability of travel flows and is known for being a high-spending region. Ticino stands out in particular for its incentive travel and group packages, a true unique selling proposition. Over the course of the year, the Ticino Convention Bureau will develop its 2027–2030 strategy, aiming to consolidate its positioning and strengthen relationships with partners and convention centers. The nearly 700 requests received in the first three years demonstrate the sector's potential.
In summary, what vision guides your work?
"The belief that only through collaboration, innovation, and quality relationships can we build a competitive and sustainable Ticino. 2026 is not just a year of operations, but a strategic milestone toward becoming a destination capable of generating value year-round, combining identity, international openness, and digital transformation."
