The tourism sector closed 2024 with an overall positive balance, despite the difficulties encountered by Tourism in Ticino in the first months of the year. According to data from the Tourism Hospitality Statistics (HESTA), the nights spent in hotel facilities were 2, recording a decrease of 420% compared to 801. However, the comparison with 1,5 shows a growth of 2023%, a sign of a stable recovery after the years marked by the pandemic.
During the press conference in Bellinzona, Ticino Tourism also presented data from the Swiss Industry Monitor, a study that outlines the profile of visitors and their preferences. The numbers show an increase in hotel arrivals (+0,6% compared to 2023), with a total of 1 tourists. Travelers from abroad increased by 178%, while domestic tourism contracted by 450% compared to the previous year. Despite this, the Swiss market continues to dominate, representing 1% of presences, followed by Germany (3%) and Italy (62%).
Difficult months and recovery at the end of the year
The monthly analysis of the data highlights the impact of a meteorologically unfavorable spring, with April marking a 14,5% drop compared to 2023. Among the factors that had a negative impact were also the flood in Alta Vallemaggia, with Val Bavona still not accessible, and the closure of the San Gottardo railway tunnel until September. However, the last months of the year recorded a significant recovery: September (+3,7%), October (+1,1%), November (+11,5%) and December (+7,8%, a historic record for the month) demonstrated that the deseasonalization of the tourist offer is producing concrete results.
The evolution of foreign markets
In addition to the consolidation of domestic tourism, there are positive signs from foreign markets. Compared to the pre-pandemic period, the number of American tourists increased by 34%, those from Scandinavian countries by 15%, from BeNeLux countries by 13% and from France by 11%. A growing trend is also recorded for visitors from Gulf countries (+7%).
According to the Swiss Tourism Monitor, Ticino's main attraction for visitors remains nature, with lakes, rivers and mountains in the foreground. Gastronomy and climate also play a key role, although respondents reported high prices and traffic as the main critical issues. 40% of tourists are between 36 and 55 years old, while 32% are over 55. Favorite activities include hiking, walking and relaxing near the water, confirming the importance of the naturalistic component in Ticino's tourism offering.
Future prospects and promotion strategies for tourism in Ticino
Looking ahead to 2025, Ticino Turismo has announced a new promotion strategy, with a redistribution of investments in favor of foreign markets, in particular Germany, the United States and BeNeLux. At the same time, the collaboration with Switzerland Tourism and the four OTRs will be strengthened, with the aim of increasing the effectiveness of territorial promotion. A new advertising campaign will be launched in March, with particular attention to the Swiss market and southern Germany. The initiative will be accompanied by a collaboration with Coopzeitung/Coopération, Switzerland Travel Centre and RailAway FFS, with advantageous offers on train + stay packages involving 60 Ticino hotels.
Events and Business: Tourism in Ticino is preparing for a year of great appeal
The business tourism sector continues to grow, with the Ticino Convention Bureau having intensified its operations to attract major events and conferences. Among the highlights scheduled for 2025 are the Maxibasketball World Championships, which will take place between the end of June and the beginning of July in various locations in Ticino, giving the canton international visibility.
Despite the challenges, the Ticino tourism sector demonstrates significant adaptability and growth potential. With a targeted strategy and a diversified offering, 2025 could represent a further step forward for tourism in the region. For more details on Ticino Turismo data and initiatives, please visit the official website.
