Looking at the Ticino tourism balance sheet, it is pleasing to note that data, markets, and prospects suggest 2025 will be a year of consolidation for the canton's tourism sector. Official data on accommodation indicate an overall stability of the sector and confirm a growth trajectory already underway in the post-pandemic period. All in all, Overnight stays in Ticino reached nearly 8,6 million, with a hotel component that exceeded 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, a 3,7% increase over the previous year. This result, while not a significant leap, demonstrates the solidity of the system and the destination's ability to maintain its attractiveness in a challenging international context.
Foreign markets stand out, Switzerland stable
The composition of demand confirms the centrality of the Swiss market, which accounts for 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. Guest nights generated by US guests are expected to increase 11% compared to 2024 and nearly 50% compared to 2019, making the US the market with the strongest medium-term growth. The United Kingdom also performed well (+14% year-over-year), while other European markets showed generally positive trends, 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 the broader picture, the four-year analysis highlights how the 2022–2025 period represents the best period since 2010 in terms of hotel room nights, with an annual average of approximately 2,49 million. This suggests growth is not episodic, but structural.
In this context, the director of Ticino Tourism, Angelo Trotta, underlined 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 some strategic foreign markets.
Campsites and short-term rentals contribute to growth
Encouraging signs also come from campsites. After a slowdown in 2024, provisional data for 2025 indicate a recovery, with approximately 1,04 million overnight stays, a 4,5% increase. Historical analysis shows that this segment has experienced particularly positive growth since 2010.
As regards short-term rentals, including rooms and apartments advertised through platforms such as AirBnBInitial 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 visitors to the region.
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 framework.
Promotion and international visibility
Throughout 2025, promotional activity consisted of over 200 initiatives across nine markets, with a particular focus on the United States, Germany, and the Benelux region. In March, the new marketing campaign, "You Must Have Experienced It," was launched, 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 initiatives. Overall, in 2025, Ticino benefited from over 300 media articles and features, reaching an estimated 1,1 billion people worldwide. For 2026, the communication focus will be on highlighting these so-called "hidden gems."
Ticino365: initial positive results
A positive first assessment also emerges for the Ticino365 strategy, officially launched in October with the aim of strengthening the attractiveness of the period between November and February. The first months of implementation show encouraging signs, thanks to events such as Winterland and new winter openings at weekends, including those at Mount Tamaro.
These are accompanied by significant confirmations, such as the winter accessibility of the Brissago Islands and the operation of the main ski lifts. Based on these initial results, an action plan is now being developed jointly 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.
All images:
Ticino Tourism – Milo Zanecchia
