2025 is closing on a positive note for tourism in the Lugano area, which consolidates its role as a driving force for the canton's tourism industry. Hotel overnight stays confirm a favorable trend: 998,234 overnight stays were recorded during the year, a 2,5% increase compared to 2024, when the total stood at 973,545.
This growth, while not showing sudden surges, signals steady progress and the destination's strong appeal, both domestically and internationally. Tourism in the Lugano area continues to rely on a solid national base: nearly half of total overnight stays, or 47%, come from Switzerland north of the Alps. This figure confirms the region's historic ties with Swiss customers and the centrality of the domestic market in its development strategies.
Alongside the stability of the domestic market, 2025 will see particularly strong performance on the international front. The United States stands out clearly, establishing itself as the fastest-growing market. With 80,114 overnight stays and an increase of approximately 12% compared to the previous year, the US ranks third among the source markets, immediately behind Switzerland and Germany. This result is even more significant considering that 75% of all US overnight stays recorded in Ticino are concentrated in the Lugano area.
The growth of the American market is the result of long-standing positioning efforts, through targeted promotional and sales activities that have strengthened the destination's visibility overseas over the years. This is an encouraging sign for tourism in the Lugano area, which is increasingly seeking a balance between local and long-distance markets.
Among other significant trends, Brazil stands out, having been identified as a potential market since 2024. In 2025, this region recorded growth of approximately 11%, reaching 9,924 overnight stays. This increase, despite lower volumes than traditional markets, indicates attractive growth potential in the medium term. Germany also confirmed its strategic importance, with 87,604 overnight stays and an 8% increase year-on-year, strengthening its position as the second-largest market.
Overall, the 2025 picture paints a picture of tourism in the Lugano area based on a balanced mix of short- and long-haul markets. The top countries of origin in terms of overnight stays remain, in order, Switzerland, Germany, the United States, Italy, and the Gulf States. This composition reflects targeted commercial and promotional decisions, aimed at diversifying flows and reducing dependence on single markets.
On a strategic level, the work of coordination and valorisation of the territorial offer continues to be entrusted to Lugano region, which aims to strengthen the destination's positioning as a reference point for Switzerland and its key markets. The initiative focuses on four key segments: Sports and Nature, Art and Culture, Food and Wine, and MICE, with the goal of increasing attendance in a manner consistent with the region's identity.
Alongside promotion, special attention is paid to sustainability and collaboration with local institutions and operators. From information and assistance to visitors, before and during their stay, to the management and maintenance of the network of hiking trails and sustainable mobility infrastructure, the approach aims to ensure a quality experience and continuity over time.
The 2025 figures, taken together, paint a picture of moderate optimism. Tourism in the Lugano area is not only growing, but it is doing so in a structured manner, strengthening traditional markets and opening up new international prospects, in a balance that appears increasingly crucial to the destination's future competitiveness.
Ticino tourism closes 2025 with solid numbers and growth prospects
