Ticino increasingly loved by Germans: record number of tourists in 2025

Context

In brief

• Ticino among the protagonists of Bahnsinnige Schweiz 2026
• 450,000 German overnight stays in 2025
• 8.2% growth compared to 2024

Key facts

• What: Biennial event Bahnsinnige Schweiz
• When: 23-25 April 2026
• Where: Ticino and Lugano region
• Who: Ticino Tourism Agency (ATT), Lugano Tourism Board (ETL), Switzerland Tourism Germany, Ameropa Reisen
• Amount: 450,000 overnight stays in 2025

The 2026 edition of 'Bahnsinnige Schweiz,' a biennial event promoting Switzerland in the German market, took place from April 23 to 25. Ticino and the Lugano region were among the main protagonists of this event, which has been a reference for promoting Switzerland in Germany since 1998. Organized by the Ticino Tourism Agency (ATT) in collaboration with the Lugano Tourism Board (ETL), Switzerland Tourism Germany, and Ameropa Reisen, the event involved 82 selected travel agents.

Discovering the territory

Participants had the opportunity to directly experience the regional tourist offer through workshops and experiential tours. After the initial stop in Chur, participants reached Lugano aboard the Bernina Express, enjoying a travel experience focused on sustainable mobility. The program in the Lugano region alternated between networking moments and workshops, held at Asilo Ciani, and numerous activities in the area. Highlights included the welcome evening at the top of Monte San Salvatore, a visit to the Hermann Hesse Museum in Montagnola, excursions to Monte Tamaro, Splash and Spa, Monte Brè, and the discovery of authentic places like Gandria and the Olive Tree Path.

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Operational details

Practical implications for cross-border workers

The success of Ticino as a tourist destination for Germans has important implications for cross-border workers who live and work in the region. The increase in German tourists can lead to a greater demand for services and infrastructure, creating new job opportunities and improving the quality of life for residents.

Comparison with the previous situation

Compared to 2024, Ticino has recorded an 8.2% growth in overnight stays by German tourists. This significant increase underscores the strategic importance of the German market for the local economy. The average length of stay of 2.14 days is a positive indicator suggesting a greater propensity for German tourists to spend more time in the region, thus benefiting the local economy.

Future scenarios

With the destagionalization strategy, Ticino aims to better distribute tourist flows throughout the year, reducing the concentration in peak season months. This approach can lead to greater economic stability and better use of local resources. Cross-border workers can benefit from this strategy through greater job stability and professional growth opportunities.

Concrete procedures

For cross-border workers who want to take advantage of the opportunities offered by German tourism, it is important to be aware of local regulations and available job opportunities. For example, the hospitality, catering, and tourism sectors offer numerous employment opportunities. Additionally, cross-border workers can take advantage of the services offered by the Ticino Tourism Agency (ATT) and the Lugano Tourism Office (ETL) to stay updated on the latest news and opportunities.

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Key points

Concrete actions for cross-border workers

For cross-border workers who want to take advantage of the opportunities offered by German tourism in Ticino, it is important to follow some concrete procedures. First of all, it is essential to be aware of local regulations and available job opportunities. For example, the hospitality, catering, and tourism sectors offer numerous employment opportunities.

Step-by-step guide

1. Inform yourself about job opportunities: Contact the Ticino Tourist Agency (ATT) and the Lugano Tourist Office (ETL) to get information on the latest news and job opportunities. 2. Update your skills: Participate in training courses and workshops to improve your language and professional skills, making yourself more competitive in the job market. 3. Take advantage of the services offered: Use the services offered by ATT and ETL to stay up-to-date on the latest news and opportunities. 4. Stay informed: Follow local news and events to always be up-to-date on the latest news and opportunities. 5. Networking: Attend events and conferences to create a network of professional contacts.

Useful tools

For cross-border workers who want to explore the opportunities offered by German tourism in Ticino, you can use the salary calculator to compare salaries and plan your budget. Additionally, the permit comparator can be useful for comparing the different types of residence permits and choosing the one that best suits your needs.

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