Swiss tourism: summer heat with 2% more overnight stays expected!

Swiss tourism: summer heat with 2% more overnight stays expected!

The Swiss tourism industry expects a pleasing increase in overnight stays for the summer of 2025. Loud htr.ch BAK Economics predicts an increase of 2 percent in overnight stays, which should lead to a total of 24.9 million overnight stays. This positive development is promoted, among other things, by major events such as the Eurovision Song Contest and the European Women's Football Championship. These events contribute significantly to the increased demand.

Despite the challenges posed by US tariff policy, the impact is expected to remain limited for the time being. For the summer of 2025, slower growth in the US market is expected from 15 percent in the previous year to 6 percent. This shows that while Northern Europeans continue to be interested in Switzerland, the trend towards stagnating visitor numbers from long-distance markets, particularly China, is worrying.

Growth dynamics and domestic demand

Switzerland has experienced mixed development compared to other European countries. While Germany remains weak as a source market, countries such as France are recording moderate growth. A slight increase in overnight stays of 0.8 percent is forecast for all of Europe. What is particularly notable is that the USA will replace Germany as the most important international source market, indicating a change in travel habits.

Domestic demand shows a slow but steady picture. BAK Economics reports that a 1.4 percent increase in overnight stays among Swiss guests is expected, with interest in traveling abroad increasing. Switzerland slipped from first place to fourth place in the ranking of the most attractive travel destinations for locals. As a result, rapprochements with neighboring countries such as Italy, France and Croatia can be observed.

Long-term prospects and risks

Stable development in Swiss tourism can be expected in the long term. Positive effects from major events and the unfavorable weather conditions in the previous year can make a significant contribution. Nevertheless, BAK Economics sees the greatest risk in US tariff policy, the effects of which are difficult to predict. For the 2025/26 winter season and the years 2026 and 2027, the tariffs could have a negative impact on the arrival of US guests and create additional uncertainty.

Interestingly, BAK Economics expects a wide variety of developments in terms of overnight stays for 2026, depending on the scenario - from an increase of 2 percent to a decrease of 2 percent. A possible appreciation of the Swiss franc could also have a negative impact on European demand.

Overall, the forecast shows that despite numerous challenges, Swiss tourism remains on a solid growth path, supported by international guests and special events that put the country in the spotlight.