2023 represented a crucial year for the Ticino tourism sector, marked by a series of challenges and successes that have outlined a complex but promising picture for the future. Ticino Turismo recently presented the data relating to last year at a press conference, revealing a panorama that exceeds expectations, while it is already projecting itself towards 2024 with an ambitious strategic plan focused on digitalisation, sustainability, business tourism and marketing activities both in Switzerland and abroad.
During 2023, despite the uncertainties linked to the pandemic, Ticino recorded approximately 2 million and 457 thousand overnight stays in hotel facilities. While a slight decrease of 3,8% was observed compared to the previous year, it is important to note that this number represents a significant increase of 6,4% compared to 2019, pre-pandemic. These data confirm that the canton's tourism success has not yet ended, highlighting a positive trend that has continued since 2011, with the exception of 2021 and 2022. Ticino Turismo now aims to consolidate and surpass these results in 2024.
One of the keys to the success of 2023 was the recovery of foreign markets, after a period characterized by travel restrictions. Overnight stays by Swiss tourists decreased by 10,5% compared to the previous year, but increased by 8,4% compared to 2019, while those by foreigners increased by 10,3% compared to 2019. The main markets confirmed foreign countries were Germany and Italy, followed by the USA, Benelux and France.
However, several factors continue to influence the Ticino tourism sector. The international economic situation, with a strong Swiss franc and rising inflation, has reduced the purchasing power of tourists, especially foreign ones. Furthermore, the prolonged closure of the Gotthard Base Tunnel posed a challenge for domestic tourism. Ticino Turismo responded promptly to this situation with initiatives such as the autumn promotion campaign for free travel in collaboration with the FFS and the four regional tourist organizations (OTR), which recorded considerable success with over 1 nights booked in hotels in less than a month.
tuLooking to the future, Ticino Turismo is committed to making 2024 even more sustainable and digitalised. The Ticino Ticket, which allows free travel on public transport and discounts for tourist attractions, will be completely digitalised, facilitating the visitor experience. The new digital travel assistant MyTicino will also be introduced, to offer useful information and discounts to guests. Furthermore, thanks to Innotour federal funding, the Digital Tourism Intelligence Hub will be launched, a strategic digital database project that will involve various organizations and associations in the sector.
Sustainability remains a priority objective for Ticino Turismo. Among the 2024 commitments will be the renewal of Swisstainable Level II, as well as new initiatives aimed at promoting environmental and social sustainability in the region. Ticino also aims to become a Swisstainable destination, involving additional partners and implementing sustainable practices across the tourism sector.
Finally, Ticino Tourism has numerous marketing activities planned both in Switzerland and abroad for 2024. From the return of the Gusta Ticino food and wine walk in Zurich to the spring and autumn campaigns, up to participation in international events such as the Travel Leaders Network Annual International Summit in Lugano, the objective is to promote the Ticino destination in an effective and sustainable way, continuing to attract visitors from all over the world.
