Tourism in Ticino

HotellerieSuisse Ticino, stable growth and new challenges for the canton's tourism Subtitle Positive balance for 2025 and attention to the sector's regulations: between deseasonalization, foreign markets and framework conditions

Hotels and accommodation facilities

April 16, 2026

HotellerieSuisse Ticino: Stable Growth and New Challenges for Cantonal Tourism

The Assembly took place today – Thursday, April 16, 2026 – at the Novotel Lugano Paradiso…

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…

Hotels and accommodation facilities

April 1, 2026

Staying on Monte Generoso: the scattered hotel revitalizes the area

Staying on Monte Generoso isn't just a tourist experience, but a different way of living...

Castello del Sole reopens in Ascona: the 2026 season kicks off with nature, wellness, and haute cuisine.

Hotels and accommodation facilities

27 March 2026

Castello del Sole reopens in Ascona: the 2026 season kicks off with nature, wellness, and haute cuisine.

With the arrival of spring, Il Castello del Sole welcomes guests back to its…

Lugano Region: increasingly effective and coordinated actions

Tourism and travel

25 March 2026

Lugano Region: increasingly effective and coordinated actions

The Lugano Region General Assembly has outlined the guidelines for 2026. What is…

Hotel Des Alpes, a new phase in Dalpe between hydroelectric power and tourism revival

Hotels and accommodation facilities

24 March 2026

Hotel Des Alpes, a new phase in Dalpe between hydroelectric power and tourism revival

In Dalpe, a new phase is taking shape for the Hotel Des Alpes, a historic structure in the area…

cableway_monte-lema_landscape_miglieglia_parisiva_2022_002

Tourism and travel

24 March 2026

Monte Lema cable car: the 2026 season kicks off with nature, events, and mountain views.

With the arrival of spring, the Monte Lema cable car returns to operation, which from yesterday – Monday…

Quality tourism in Lugano, with training and hospitality at its core

Tourism and travel

18 March 2026

Quality tourism in Lugano, with training and hospitality at the heart of the strategy.

As part of Lugano's quality tourism development policies, the hospitality sector…

Alpe di Caviano, new management for the 2026 season on Monte Generoso

Hotels and accommodation facilities

17 March 2026

Alpe di Caviano, new management for the 2026 season on Monte Generoso

Alpe di Caviano With the start of the 2026 spring season, Alpe di Caviano is preparing to…

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...

Holy Week Mendrisio Transparent Processions Holy Week Mendrisio_2019_Luca Crivelli_

Tourism and travel

3 March 2026

Holy Week Processions: Magical Guided Tours, Strolling Through Mendrisio

During the Easter period, the historic center of Mendrisio changes face and transforms into…

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...

Tourism in Ticino

HotellerieSuisse Ticino: Stable Growth and New Challenges for Cantonal Tourism

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

Staying on Monte Generoso: the scattered hotel revitalizes the area

Castello del Sole reopens in Ascona: the 2026 season kicks off with nature, wellness, and haute cuisine.

Lugano Region: increasingly effective and coordinated actions

Hotel Des Alpes, a new phase in Dalpe between hydroelectric power and tourism revival

Monte Lema cable car: the 2026 season kicks off with nature, events, and mountain views.

Quality tourism in Lugano, with training and hospitality at the heart of the strategy.

Alpe di Caviano, new management for the 2026 season on Monte Generoso

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

Holy Week Processions: Magical Guided Tours, Strolling Through Mendrisio

Ticino tourism closes 2025 with solid numbers and growth prospects

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