What overall assessment can Ticino Turismo make regarding the health of the sector in our canton?
2024 was a challenging year . After a spring with uncertain weather and an Easter marred by rain, the summer was marked by flooding in the Upper Maggia Valley. However, despite the challenging environment, including the months-long closure of the Gotthard Base Tunnel, the canton maintained a solid position in the Swiss tourism landscape. With over 8 million total overnight stays, results remained above the pre-pandemic average. While domestic tourism saw a slight decline, international markets showed encouraging growth, a sign that Ticino continues to attract new visitors from beyond its borders, thanks in part to the more than 200 activities carried out in its core markets.
What are the main countries of origin of tourist flows?
The Swiss market continued to be a key pillar. Visitors from abroad increased by 1% compared to 2023 (+5% compared to 2019), with significant increases from the United States (+34%), Scandinavia (+15%), Benelux (+13%), France (+11%), and the Gulf countries (+7%) compared to 2019.
Your intervention in support of Vallemaggia was very impactful…
As is well known, on the night between June 29th and 30th last year, the Alta Vallemaggia area was struck by nature's fury, causing casualties, destruction, and extensive damage. Ticino Turismo responded promptly and collaboratively, temporarily suspending promotion of the affected area, providing specific information to tourists on how to get there, and gradually supporting the recovery process with targeted measures, in close collaboration with the Lago Maggiore and Valleys Tourist Organization.
Subsequently, with the "...and now Ticino"/"Ab ins Tessin" campaign, we worked with the support of Switzerland Tourism to restore tourist confidence, initially excluding the Alta Vallemaggia for accessibility reasons and gradually reinstating it. Last but not least, a highly impactful action was the social media campaign "My heart beats for the mountains," created in collaboration with Valais/Wallis Promotion, a region also affected by the bad weather.
What other initiatives have you promoted to support the Ticino destination?
The "Colori del Ticino" campaign , now in its third year, has successfully conveyed the region's charm through sensory experiences, engaging events, and targeted promotions. Events such as Gusta Ticino, the distribution of popsicles on Lake Zurich, and participation in the Cycling World Championships have helped strengthen our destination's image nationwide.
A further element of growth is represented by the development of business tourism…
2024 marked the first full year of operation for the Ticino Convention Bureau, which consolidated its role in promoting the Canton as a quality MICE destination. The data collected shows that approximately 18,5% of overnight stays in 2024 were attributable to this sector, confirming its strategic importance for the regional tourism economy.
What other projects have you been working on during 2024?
On the sustainability front, the year saw significant progress. The shared definition of a cantonal strategy was a decisive step. This commitment was further strengthened by other initiatives, such as the promotion of accessible tourism and the continued expansion of membership in the Swisstainable program. In line with this approach, tools such as the Ticino Ticket, confirmed until the end of 2030, and the digital travel companion my.ticino.ch play a key role in making the travel experience more sustainable, accessible, and personalized.
