Ticino Tourism

Massimo Boni will lead Switzerland Tourism in

Tourism and travel

26th June 2026

Massimo Boni will lead Switzerland Tourism in Brazil from 2027.

Lugano Region Director Massimo Boni will take on a new international role. Effective…

FART 2025 Camedo Events Center, a new space for meetings and training along the Centovallina Subtitle The FART inaugurate a multifunctional structure next to the border station: the aim is to support the area, attract events and enhance rail mobility in the Centovallina

Industry and crafts

11th June 2026

Camedo Events Center, a new meeting and training space along the Centovallina Road.

A new addition to the Centovalli offering. In Camedo, a border town along the…

Uncategorized

4th June 2026

Quattromani celebrates Ticino Merlot and awards Angelo Trotta for his commitment to wine tourism.

The historic Tenuta Vallombrosa in Castelrotto was the magical backdrop for an evening dedicated…

Ticino House: Meeting with world leaders Ticino House at the World Economic Forum 2026: An international showcase to promote the region

Chefs and Restaurants

11 May 2026

Ticino House: Meeting with the world's powerful

The World Economic Forum 2026 took place from January 19 to 23 in…

Tourism and travel

April 28, 2026

Bahnsinnige Schweiz 2026: The Lugano region conquers the German market with slow tourism, culture, and territory.

Ticino is consolidating its position in the German tourism market through an initiative…

Presenting her report to the Ordinary Assembly of the OTR Mendrisiotto and Basso Ceresio, Director Nadia Fontana Lupi took stock of the activities carried out during 2025 and outlined the guidelines relating to the strategies for 2026 excursions in the Mendrisiotto rainwater

Tourism and travel

April 24, 2026

OTRMBC: Sustainable offering for a responsible destination

You've presented 2026 as a year of consolidation: what will OTRMBC's activities focus on?

Tourism and travel

April 13, 2026

Ticino Tourism 2026: strategy, markets, and innovation for a vibrant destination year-round.

2026 has been defined as a year of consolidation and evolution: what are the…

Conference tourism in the Lugano area: 16 national and international conferences in 2025, with 14,500 attendees and a total impact of CHF 33,4 million. The goal: new infrastructure by 2040.

Tourism and travel

4 March 2026

Conference tourism in Lugano: growing numbers and a vision for 2040.

Conference tourism in the Lugano area returns to the forefront of debate with a series of data...

Ticino tourism closes 2025 with solid numbers and growth prospects. Subtitle: Increasing overnight stays, dynamic international markets, and initial confirmations for the Ticino365 strategy outline a positive balance for Ticino tourism. Meta description The Ticino tourism budget for 2025 confirms a phase of consolidation: overnight stays are growing, key markets are holding up, and the outlook remains positive. SEO Title Ticino Tourism Budget 2025: Data, Markets and Outlook Slug Title ticinese-tourism-budget-2025 2025 is a year of consolidation for the cantonal tourism sector. Official data on accommodation indicate an overall stability in the sector and confirm a growth trajectory that began in the post-pandemic period. Overall, overnight stays in Ticino reached nearly 8,6 million, with the hotel component exceeding 2,5 million nights. According to data released by the Tourism Accommodation Statistics (HESTA), hotel establishments recorded a total of 2,510,079 overnight stays in 2025, an increase of 3,7% compared to the previous year. This result, while not marking exceptional leaps, demonstrates the solidity of the system and the destination's ability to maintain its attractiveness in a complex international context. Foreign markets stand out, Switzerland stable The composition of demand confirms the centrality of the Swiss market, which represents approximately 60% of hotel nights. Compared to 2024, growth is modest but positive (+1%), while compared to 2019, the increase reaches 6%, a sign of domestic demand that has recovered and exceeded pre-crisis levels. On the international front, the US market once again stands out. Room nights generated by guests from the United States are expected to increase by 11% compared to 2024 and by almost 50% compared to 2019, making the USA the market with the most significant growth in the medium term. Good performances also came from the United Kingdom (+14% on an annual basis), while the other European markets showed a generally positive trend, with the exception of France (-1%) and the Gulf countries (-7%). Overall, the number of arrivals reached 1,218,930, the highest level since 2008, strengthening the image of a destination capable of attracting diversified flows. A trend that consolidates over time Looking at a broader perspective, the four-year analysis highlights how the 2022–2025 period represents the best since 2010 in terms of hotel nights, with an annual average of approximately 2,49 million overnight stays. A figure that suggests that growth is not episodic, but structural. In this context, the director of Ticino Turismo, Angelo Trotta, emphasized how the 2025 results confirm the strengthening of Ticino's position in the international tourism landscape, thanks both to the stability of the Swiss market and the dynamism of several strategic foreign markets. Campsites and short-term rentals contribute to growth. Encouraging signs also come from campsites. After the slowdown in 2024, provisional data for 2025 indicate a recovery with approximately 1,04 million nights, an increase of 4,5%. Historical analysis shows that this segment has experienced a particularly positive evolution since 2010. As for short-term rentals, including rooms and apartments advertised through platforms like AirBnB, initial estimates speak of approximately 1,13 million overnight stays, in line with the previous year. This sector also contributes to maintaining the overall high volume of presences in the area. Encouraging prospects for the coming years Short- and medium-term forecasts confirm a climate of cautious optimism. A study published in October 2025 by BAK Economics forecasts an increase in hotel overnight stays in Ticino of 2,3% in 2026 and 4,3% in 2027, despite an uncertain geopolitical and macroeconomic environment. International Promotion and Visibility During 2025, promotional activity was divided into over 200 initiatives across nine markets, with particular attention paid to the United States, Germany and the Benelux region. The new marketing campaign “You Must Have Experienced It” was launched in March, focusing on the authentic and emotional experience of the destination. In its first year, the campaign generated over 35 million marketing contacts and approximately 2,4 million views on social media, supported by billboard campaigns in major Swiss cities and targeted digital actions. Overall, in 2025, Ticino benefited from over 300 media articles and services, with an estimated coverage of 1,1 billion people internationally. For 2026, the communication focus will be oriented towards promoting the so-called “hidden gems”. Ticino365: Initial Positive Feedback The Ticino365 strategy, officially launched in October with the aim of strengthening the attractiveness of the period between November and February, is also showing positive results. The first months of implementation show encouraging signs, thanks to events such as Winterland and new winter openings at weekends, including those at Monte Tamaro. These are accompanied by significant confirmations, such as the winter accessibility of the Brissago Islands and the operation of the main ski lifts. On the basis of these initial results, a shared action plan is now being developed with the OTRs, aimed at expanding the offering and involving local partners in a more structured way. Overall, the Ticino tourism report for 2025 paints a picture of a solid sector, capable of adapting and planning future development on a sound basis, confirming the strategic role of tourism for the cantonal economy.

Tourism and travel

26 February 2026

Ticino tourism closes 2025 with solid numbers and growth prospects

Looking at the Ticino tourism balance sheet, it's pleasing to note that data, markets, and prospects...

Valentine's Day in Ticino: romantic experiences amid nature, flavors, and shared time

Tourism and travel

5 February 2026

Valentine's Day in Ticino: romantic experiences amid nature, flavors, and shared time

The Bellavista Buffet on Monte Generoso. Let Ticino Turismo's suggestions inspire you for a…

https://www.sanpellegrinosaporiticino.ch/ Gastronomia ticinese a Davos: Ticino House al World Economic Forum 2026

Chefs and Restaurants

14 January 2026

Ticino gastronomy will be the star of the show at the 2026 World Economic Forum in Davos.

From January 19 to 23, 2026, Ticino gastronomy will find space and visibility in Davos,…

Tourism and travel

19 December 2025

Ticino Tourism: Committed to a vibrant year-round tourism industry

How can the seasonality problem be summarized as it relates to activities…

Ticino Tourism

Massimo Boni will lead Switzerland Tourism in Brazil from 2027.

Camedo Events Center, a new meeting and training space along the Centovallina Road.

Quattromani celebrates Ticino Merlot and awards Angelo Trotta for his commitment to wine tourism.

Ticino House: Meeting with the world's powerful

Bahnsinnige Schweiz 2026: The Lugano region conquers the German market with slow tourism, culture, and territory.

OTRMBC: Sustainable offering for a responsible destination

Ticino Tourism 2026: strategy, markets, and innovation for a vibrant destination year-round.

Conference tourism in Lugano: growing numbers and a vision for 2040.

Ticino tourism closes 2025 with solid numbers and growth prospects

Valentine's Day in Ticino: romantic experiences amid nature, flavors, and shared time

Ticino gastronomy will be the star of the show at the 2026 World Economic Forum in Davos.

Ticino Tourism: Committed to a vibrant year-round tourism industry

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