(19.11.2025) Tourist numbers in Switzerland continue to rise. For the 2025 to 2026 winter season, an increase in overnight stays of +0.9% year on year is expected (18.7 million / +161,000), according to forecasts by the consultancy BAK Economics.
Experts report a positive outcome for summer 2025. Swiss tourism was supported by major events, including the Women’s European Football Championship and the Eurovision Song Contest. Over the season as a whole, nearly 25 million overnight stays were registered nationwide. The sector has remained in a growth phase for the fifth consecutive year.
For winter 2025 to 2026, BAK Economics anticipates a moderate expansion in overnight stays. Domestic demand is expected to remain stable (+0.5%). The stable euro to Swiss franc exchange rate is also expected to support demand from European source markets this winter, with growth estimated at +0.9%.
Long-haul markets are expected to develop unevenly. The strong increase in visitors from the United States observed in 2024 is likely to slow due to the appreciation of the Swiss franc against the US dollar and the negative effects of customs duties on purchasing power. The forecast for 2025 points to an increase of +5.9%, compared with +13.8% in 2024. This trend is expected to continue into summer 2026.
The Asian market is also expected to show signs of slowing, with a slight increase of +1.9% this winter. Growth from China is forecast to decline from +49.7% in 2024 to +5.9% in 2025. Emerging markets such as Brazil and Mexico, and English-speaking countries including Canada and Australia, are expected to contribute the most to the expansion of Swiss tourism in 2026.
Last modification 19.11.2025
