Ticino is consolidating its position in the German tourism market, and it is doing so through a very interesting initiative that has just concluded. From April 23rd to 25th, the 2026 edition of Bahnsinnige Schweiz took place. This biennial event, founded in 1998, has become a key platform for presenting Switzerland to German tourism professionals over the years.
The initiative, organized from the Ticino Tourist Agency in collaboration with the Lugano Tourist Board, Switzerland Tourism Germany, and Ameropa Reisen, brought 82 carefully selected travel agents to Ticino. This was a strategic opportunity to showcase the destination's potential live, fostering the development of new business opportunities for the German public.
The German market remains central for Ticino
Germany continues to be one of the main sources of tourism in the canton. In 2025, German visitors generated over 450 overnight stays in Ticino's hotels, accounting for 10% of the total. If campsites are included, the share rises to 12,7%, confirming Germany's role as the second-largest market for the sector.
The Lugano area is also benefiting significantly from this demand. Overnight stays in the region from Germany exceeded 87 in 2025, representing 8,8% of the total and an 8,2% increase compared to the previous year. A particularly notable figure is the average stay, 2,14 days, the highest among strategic European markets.
This characteristic makes the German public particularly attractive also for deseasonalization purposes, an increasingly central objective in the region's tourism development policies. The relative geographic proximity, combined with excellent rail accessibility, offers ample room for growth even during traditionally less popular periods.
An immersive journey through sustainable mobility and local discovery
After an initial stop in Chur, the participants reached Lugano aboard the Bernina Express, choosing a travel mode that perfectly reflects the growing focus on sustainable mobility. The journey itself became an experience, embodying the values Ticino seeks to promote.
The program in the Lugano area alternated professional opportunities with local activities. Workshops and networking meetings, hosted at the Asilo Ciani, allowed operators to explore the local tourism offerings and engage directly with representatives of the destinations and regional partners.
Alongside its commercial dimension, the event focused on first-hand knowledge of the area through a rich calendar of experiences.
From the Hermann Hesse Museum to the views of Lugano
Among the most significant stops, a visit to the Hermann Hesse Museum, a symbolic place that preserves the memory of the Nobel Prize-winning writer and represents one of the region's most recognizable cultural centers, aroused particular interest. The Hermann Hesse Museum's inclusion in the program highlighted the growing role of cultural tourism in the Lugano region's attractiveness.
The opening evening atop Monte San Salvatore was also highly appreciated, offering a unique view of the Gulf of Lugano. Subsequent excursions took participants to Monte Tamaro, Monte Brè, and the Splash and Spa Tamaro wellness center.
There was no shortage of itineraries dedicated to the area's most authentic villages and landscapes, such as Gandria and the famous Olive Tree Trail, emblematic examples of an offering that combines nature, tradition, and quality experience.
Food and wine and territorial network
Food and wine played a central role in welcoming the German operators. Convivial moments and networking opportunities highlighted local cuisine and regional products, culminating in the closing dinner at Cantina Moncucchetto.
The program also includes an experience aboard the historic Centovallina, created in collaboration with the Lago Maggiore and Valleys Tourist Organization. This is another part of an integrated program that connects different areas of the canton.
Growth prospects for Ticino tourism
The Bahnsinnige Schweiz formula continues to prove effective in transforming promotion into concrete development opportunities. The involvement of highly qualified travel agents allows them to translate first-hand knowledge of the destination into new packages and offers aimed at the German market.
In this context, the visit to the Hermann Hesse Museum was one of the highlights of the program in the Lugano area. The Montagnola cultural site confirms the increasingly important role of cultural offerings in the region's appeal, combining nature and food and wine with a distinctive element capable of captivating an international audience attentive to the quality of the experience.
The 2026 edition of Bahnsinnige Schweiz thus confirms the value of an experiential and relational approach to tourism promotion: a strategy that aims not only to attract visitors but to build lasting relationships with key markets, strengthening Ticino's position in the European tourism landscape.
