A Guide to Thriving in Switzerland's Tourism Industry

Switzerland's tourism sector is a cornerstone of the national economy, renowned for its alpine landscapes, luxury experiences, and year-round appeal. In 2019, travel and tourism accounted for 12.5% of jobs and 9.2% of GDP. The industry has shown strong recovery post-COVID, with the hotel sector recording a record 42.8 million overnight stays in 2024, surpassing the pre-pandemic figure of 39.6 million in 2019. This growth continued into 2025, with overnight stays in the first half of the year up 1.8% compared to the same period in 2024. The market is projected to reach USD 50,237 million by 2033, growing at a CAGR of 5.40% from 2025 onward. Luxury tourism, in particular, thrived in Q1 2025, reinforcing Switzerland's status as a premium destination. The hospitality segment alone is valued at 5.38 million in 2025, with an expected CAGR of 2.40% through the decade.

Despite historical challenges, such as a long-term decline in global rankings (Switzerland ranked 36th in international arrivals in 2025), the sector is stabilizing. Simulations project a yearly growth of 3.2% in international arrivals from 2025 to 2070, potentially maintaining or improving its position relative to peers like Sweden. Responsible tourism, emphasizing sustainability, is a growing niche, expected to expand at a CAGR of 4.1% from 2025 to 2035.

Key Statistics

Here's a summary of recent and projected data for the Swiss tourism industry:

Metric	Value (2024/2025)	Projection	Source Notes
Overnight Stays (Hotels)	42.8 million (2024 record)	1.8% increase in H1 2025 vs. H1 2024	Driven by domestic and international visitors; excludes Airbnbs/campsites.
Market Revenue	Not specified for 2025	USD 50,237 million by 2033 (CAGR 5.40% from 2025)	Includes travel and tourism segments.
Hospitality Market Size	5.38 million (2025)	CAGR 2.40% (2025 onward)	Focus on hotels and accommodations.
Responsible Tourism CAGR	N/A	4.1% (2025-2035)	Emphasis on sustainable practices.
International Arrivals Ranking	36th (2025)	37th by 2070 (3.2% annual growth)	Stabilizing due to demographic shifts and market growth.
GDP Contribution (Pre-COVID)	9.2% (2019)	N/A	Tourism supports 12.5% of jobs.

Trends and Outlook for 2025

• Visitor Origins and Growth Markets: Domestic Swiss travelers remain the largest group, with nearly 21 million arrivals in 2024. Overseas markets are fueling expansion, particularly the US (3.5 million overnights in summer 2024, up ~300,000 from 2023) and India (10% increase in H1 2025). South Korea and Southeast Asia contributed 400,000 overnights in 2024, boosted by media like the TV series Crash Landing on You. However, Chinese visitors lag, with only 725,129 overnights in 2024 versus 1.3 million in 2019, due to economic shifts and preference for individual over group travel.
• Emerging Patterns: There's a shift toward "coolcations" in cooler northern areas, longer stays, and fall travel to avoid summer heat. Social media influences (e.g., Instagram, TikTok) drive trends like set-jetting (visiting film locations), astro-travel, and gourmet experiences. Multi-generational family trips, solo travel among Gen Z, and "bleisure" (business-leisure combos) are rising. Overtourism awareness is growing, with nearly half of travelers willing to pay more to avoid crowded spots.
• Outlook: 2025 is poised for another record year, supported by events like the Eurovision Song Contest in Basel and the Women’s European Football Championship. Long-haul destinations (e.g., Maldives, USA, Canada) see strong bookings, with sales up 8% early in the year. Rail expansions by SBB (e.g., new overnight trains) will enhance accessibility for eco-conscious travelers. The national strategy focuses on "Travel Better," promoting quality, sustainability, and balanced resource use.

Challenges

The industry faces vulnerabilities from global disruptions (e.g., pandemics, wars), inflation, and rising costs. Demographic ageing and shifts toward Asia-Pacific destinations could impact long-term growth. The slow recovery of Chinese tourism remains a key gap.

Starting a Tourism Business in Switzerland

If you're interested in launching a tourism-related business (e.g., travel agency, tour operator, or hospitality venture), Switzerland offers a business-friendly environment but requires compliance with specific regulations. Here's a step-by-step guide based on 2025 requirements:

• Choose a Business Structure: Options include sole proprietorship, limited liability company (GmbH), or corporation (AG). Foreigners can start without residency, but at least one director must be a Swiss resident for certain entities.
• Residency and Permits: EU/EFTA citizens need a B permit; non-EU/EFTA (e.g., US citizens) require a C permit or marriage to a permit holder. Business visitors can stay up to 90 days in 180 across Schengen without work authorization for activities like meetings, but operations require proper visas/permits.
• Registration and Licensing: Register with the Swiss Commercial Register. For travel agencies, obtain a travel agent qualification and specific licenses (e.g., tour operator or travel agency permits). Prepare documents like a business plan, bank account, and proof of residence.
• Additional Requirements: Comply with immigration rules for employees, and secure authorizations for activities like guiding or transport. Consult legal experts for tailored advice, as regulations can vary by canton.

For more details, visit official resources like the Swiss Commercial Register or consult a local advisor.

Top 10 Travel Apps for Switzerland in 2025

Switzerland's travel scene benefits from a mix of global apps adapted for local use and Swiss-specific tools for transport, weather, and outdoor activities. Based on popularity data, user recommendations, and official tourism resources, here's a curated list of the top 10 travel apps. This compilation draws from most-downloaded rankings, expert guides, and podcasts/videos highlighting essential features for tourists. I've prioritized apps that are frequently mentioned across sources for reliability, with brief descriptions of their key uses in Switzerland.

Rank	App Name	Description	Platforms	Why It's Top for Switzerland
1	SBB Mobile	Official app for Swiss public transport; offers real-time schedules, digital ticketing, journey tracking, and notifications for trains, buses, trams, boats, and more. Essential to avoid fines and navigate efficiently.	iOS, Android	Ubiquitous for seamless travel; used by nearly every visitor for its integration with the world-class Swiss rail system.
2	MeteoSwiss	Official weather app with hyper-local forecasts, radar maps, alerts for storms/snow/avalanches, air quality, and pollen data. Crucial for planning hikes or ski trips.	iOS, Android	Switzerland's variable alpine weather makes this a must; provides real-time warnings for safety in mountains or cities.
3	Switzerland Mobility (SchweizMobil)	Comprehensive maps for hiking, biking, skating, winter sports, and more; includes difficulty ratings, elevations, GPS, and public transport links. Over 4,500 points of interest.	iOS, Android	Ideal for exploring Switzerland's vast trail network; official and user-recommended for outdoor enthusiasts.
4	Google Maps	Navigation for driving, walking, cycling, and public transit; offline maps; integrates with Swiss transport systems like SBB.	iOS, Android	Reliable for rural areas and cities; complements local apps with real-time traffic and directions.
5	Grand Tour of Switzerland	Pocket guide for iconic road/motorcycle routes; interactive maps, audio guides, photo spots, stamps/awards, and exclusive discounts on attractions.	iOS, Android	Official app for scenic drives; unlocks UNESCO sites, lakes, and passes with tailored tips.
6	Rega	Emergency rescue app that sends GPS location to Swiss Air-Rescue; works in low-signal areas; vital for hikers, skiers, and remote travelers.	iOS, Android	Safety-focused; recommended for alpine adventures where quick rescue is critical.
7	Snow Report (Swiss Snow Report)	Live snow conditions, piste maps, weather, cams, and lift status for 250+ ski resorts; updates on offers and events.	iOS, Android	Essential for winter tourism; Switzerland's ski season draws millions, and this app ensures informed planning.
8	Komoot	Route planner for hiking, biking, and walking; detailed elevations, surfaces, offline maps, and custom paths.	iOS, Android	Popular for personalized outdoor routes; integrates well with Switzerland's terrain.
9	Google Translate	Text, voice, and camera translations; offline mode; supports German, French, Italian, and Romansh.	iOS, Android	Multilingual Switzerland makes this invaluable for menus, signs, and conversations.
10	GetYourGuide	Book tours, activities, and experiences; includes reviews, descriptions, and Swiss-specific options like guided hikes or city tours.	iOS, Android	High popularity for discovering attractions; complements planning with user-rated options.

These apps are free to download (some with in-app purchases), and many work offline—perfect for spotty mountain signals. For accommodations, Booking.com and Airbnb rank highly in general popularity but are more global; if your focus is lodging, prioritize them. Always check app stores for updates, as features evolve. If you're targeting specific activities (e.g., vegan dining with HappyCow or food savings with Too Good To Go), swap in alternatives from the sources cited.

Tourist Arrivals in Switzerland (2025)

As of November 4, 2025, complete full-year data for tourist arrivals in Switzerland is not yet available, as statistics are released monthly by the Federal Statistical Office (FSO) with a lag. The available data focuses on accommodation arrivals (hotel and supplementary, including domestic and international visitors), which is the standard metric for Swiss tourism statistics. Border entry data for international arrivals is less frequently updated and often lags by years (e.g., the latest World Bank figure is 11.818 million international arrivals in 2019 ).

The Swiss tourism sector is experiencing growth in 2025, with a projected CAGR of 5.40% for the overall travel and tourism market from 2025 to 2033, reaching USD 50,237 million by 2033 . However, Switzerland's global ranking for international arrivals is expected to slip from 36th in 2025 to 37th by 2070, with annual growth of 3.2% in international arrivals . No significant decline in total arrivals is reported; in fact, the sector is on track to exceed 2024's record, driven by strong U.S., Indian, and Southeast Asian markets .

Available Monthly Arrivals Data (Hotel Sector, Total)

Monthly arrivals data is sparse, with figures sourced from official and economic databases. Units are in persons (or thousands where noted). These represent hotel arrivals unless specified.

Month	Arrivals	Notes/Comparison
January	665,674	+13.8% vs. January 2024; lowest monthly figure due to seasonal trends .
July	2,468,330	High season peak; part of summer growth from U.S. visitors .
August	2,560,950	All-time high monthly figure; +3.8% vs. July 2025; domestic arrivals: 1,196,823 .
February-June, September-October	Not available in detailed monthly breakdown	Data for these months is not publicly detailed in searched sources; releases may be pending for October.

Cumulative Arrivals Data

Cumulative figures provide a better view of year-to-date progress.

January-June 2025 Total Arrivals (Hotel + Supplementary): 12,378,076

• Hotel: 10,018,515
• Supplementary (e.g., holiday homes, campsites): 2,359,561
• Source: FSO provisional results.

No cumulative arrivals data for January-August or January-September is explicitly available, but based on July and August hotel arrivals, hotel arrivals for January-August are estimated at approximately 15 million (unofficial calculation using available monthly data).

Related Metrics: Overnight Stays (Closely Correlated with Arrivals)

Overnight stays are a key complementary metric, as they reflect length of stay (average ~2 nights per arrival in Switzerland). 2025 shows positive growth.

Cumulative January-September 2025 Overnight Stays (Hotel Sector): 34.4 million (+1.9% vs. January-September 2024)

• Swiss (domestic): 16.5 million (+0.7%)
• Foreign: 17.9 million (+3.0%)

September 2025 Overnight Stays (Hotel Sector): 4.1 million (+2.1% vs. September 2024)

• Swiss: 1.9 million (+2.9%)
• Foreign: 2.1 million (+1.3%)

January-August 2025 Overnight Stays (Hotel Sector): 30,287,384 (+1.9% vs. 2024)

Outlook for Full Year 2025

The Swiss hotel industry is poised for a record year, potentially surpassing 2024's 42.8 million overnight stays . Arrivals are likely to follow suit, with growth in foreign markets offsetting any domestic stagnation. Initial estimates for October overnight stays are expected on November 17, 2025 . For the most up-to-date official data, refer to the FSO website (bfs.admin.ch) or economic platforms like Trading Economics.

Popular Destinations in Switzerland (2025)

Switzerland continues to captivate travelers in 2025 with its blend of alpine scenery, cultural heritage, and urban sophistication. The country's tourism sector is thriving, driven by record overnight stays and emerging trends like "coolcations" (escapes to cooler climates), sustainable travel, and events such as the Eurovision Song Contest in Basel and the UEFA Women's Euro 2025 across multiple cities. Popular spots emphasize outdoor adventures, luxury experiences, and accessibility via efficient public transport. Based on visitor data, expert guides, and social buzz, here's a curated list of the top 10 destinations, ranked by popularity from sources like Tripadvisor rankings, official tourism sites, and recent traveler discussions. Popularity factors include search volume, bookings, and social media mentions.

Rank	Destination	Key Attractions & Why Popular in 2025	Visitor Insights
1	Zermatt & The Matterhorn	Iconic pyramid-shaped peak; car-free village with skiing, hiking, and Gornergrat railway. Luxury chalets and chocolate experiences abound. Boosted by year-round appeal and "set-jetting" from media.	Over 4,000 reviews highlight it as a must-see; strong growth in U.S. and Asian visitors.
2	Lucerne & Lake Lucerne	Medieval Chapel Bridge, Mount Pilatus, and boat cruises. Cultural festivals and proximity to Alps make it ideal for first-timers.	Top-rated for its blend of city and nature; summer 2025 sees increased "bleisure" trips.
3	Interlaken, Grindelwald & Jungfraujoch	Adventure hub with paragliding, canyoning, and the "Top of Europe" railway to Europe's highest station. Surrounded by lakes and peaks.	Famous for breathtaking views; 2025 trends favor eco-friendly hikes and longer stays in meadows.
4	Bern	UNESCO-listed Old Town, Einstein House, and Bear Park. As the capital, it offers history, shopping, and riverside vibes.	Rising in popularity for urban exploration; 2025 events tie into national strategies for sustainable tourism.
5	Geneva	Lake Geneva, Jet d'Eau fountain, UN headquarters, and luxury watches. Cosmopolitan with French influences.	Attracts business travelers; 2025 sees growth in gourmet and wellness experiences.
6	Lauterbrunnen Valley	72 waterfalls, Staubbach Falls, and cliffside villages. Base for hikes to Mürren and Wengen.	"Fairy-tale" scenery draws Instagram crowds; 2025 emphasizes off-season visits to combat overtourism.
7	Lugano	Lakeside city in Ticino with Mediterranean flair, palm trees, and Italian-Swiss cuisine. Monte Brè funicular and cultural sites.	Popular for warmer weather; film festivals and cross-border appeal boost 2025 visits.
8	Gruyères	Medieval castle, cheese factories, and chocolate tours. Hilltop views and fondue experiences.	Combines foodie delights with history; full-day tours from cities make it accessible in 2025.
9	Basel	Rhine River, art museums (e.g., Kunstmuseum), and historic Old Town. Hosts major events.	Surging due to Eurovision 2025; art and architecture draw cultural tourists.
10	St. Moritz	Glamorous ski resort with frozen lake activities, luxury spas, and Olympic history. Summer polo and hiking.	Elite appeal for winter sports; 2025 trends include astro-travel and multi-generational trips.

Trends and Tips for 2025

• Emerging Spots: Hidden alpine villages like Adelboden and Appenzell are gaining traction for authentic, less-crowded experiences amid "secret gems" social media hype.
• Seasonal Highlights: Summer for lakes and hikes (e.g., Oeschinensee, Blausee); winter for skiing. Fall 2025 favors "coolcations" to avoid heat elsewhere.
• Events Boost: UEFA Women's Euro 2025 in cities like Bern, Geneva, and Zurich will spike visits; plan ahead for accommodations.
• Sustainability Focus: Opt for train travel (e.g., Bernina Express) and eco-tours to align with Switzerland's "Travel Better" initiative. For personalized itineraries, apps like SBB Mobile and Switzerland Mobility are recommended. Always check official sites for updates, as weather and events can influence popularity.

Popular Attractions in Switzerland (2025)

Switzerland's attractions in 2025 blend natural wonders, cultural sites, and adventure experiences, with a focus on sustainability, "coolcations" (cooler climate escapes), and events like UEFA Women's Euro 2025 boosting urban spots. Based on traveler rankings, official tourism data, and recent guides, here's a curated top 15 list of the most popular attractions. Rankings are derived from frequency of mentions across sources, visitor numbers where available (e.g., Rhine Falls tops with millions annually), and 2025 trends like eco-tourism and social media-driven visits. I've prioritized iconic, year-round draws while noting seasonal highlights.

Rank	Attraction	Key Features & Description	Why Popular in 2025	Visitor Tips
1	Matterhorn (Zermatt)	Iconic 4,478m pyramid-shaped peak; hiking, skiing, Gornergrat railway, and viewpoints. Car-free village with luxury chalets.	Symbol of Swiss Alps; year-round appeal with winter skiing and summer hikes. Boosted by media and UNESCO ties.	Use SBB trains; book cable cars in advance for peak season.
2	Rhine Falls (Neuhausen am Rheinfall)	Europe's largest waterfall (150m wide, 23m high); boat tours to the rock center, viewpoints, and nearby castles.	Top natural attraction with over 1.5 million visitors yearly; sensory immersion and accessibility draw families.	Best in summer for boat rides; combine with Schaffhausen day trip.
3	Jungfraujoch (Interlaken/Grindelwald)	"Top of Europe" at 3,454m; cogwheel train, ice palace, observatory, and Aletsch Glacier views.	Ultimate alpine experience; UNESCO site with year-round snow activities. Rising with adventure tourism trends.	Swiss Travel Pass covers part; dress warmly even in summer.
4	Lake Lucerne & Chapel Bridge (Lucerne)	Scenic lake with boat cruises; historic wooden bridge, Mount Pilatus cable car, and medieval old town.	Blend of nature and culture; popular for first-timers and "bleisure" trips. 2025 events enhance appeal.	Sunset cruises ideal; visit in fall for fewer crowds.
5	Lake Geneva & Jet d'Eau (Geneva/Montreux)	Largest alpine lake; fountain jet, UN tours, vineyards, and Chillon Castle.	Cosmopolitan vibe with wine tasting; 2025 focuses on wellness and cross-border day trips.	Cycle the shores; Lavaux terraces for hikes.
6	Bern Old Town & Bear Park	UNESCO medieval arcades, Einstein House, federal parliament, and live bears.	Capital's historic charm: free bear exhibit draws crowds. Ties into 2025 sustainability themes.	Walk the arcades, best in markets season.
7	Chateau de Chillon (Montreux)	Lakeside medieval castle with dungeons, frescoes, and Byron ties; guided tours.	Romantic history and views; popular for cultural immersion and events.	Audio guides available; combine with Riviera train.
8	Aletsch Glacier (Aletsch Arena)	Longest Alpine glacier (23km); viewpoints, hikes, and UNESCO site with ice caves.	Eco-tourism hotspot; 2025 trends emphasize climate-aware visits.	Eggishorn cable car; guided tours for safety.
9	Zurich Old Town & Lake Zurich	Vibrant city with churches, guilds, cruises, and luxury shopping.	Urban gateway; rising with foodie and art scenes in 2025.	Boat to islands; avoid peak weekends.
10	Bernina Express (Chur to Tirano)	Scenic train through Alps, glaciers, and viaducts; UNESCO route.	Panoramic journeys; popular for rail enthusiasts and "slow travel".	Reservations essential; summer for open carriages.
11	Lauterbrunnen Valley	72 waterfalls, cliffs, and villages; base for hikes and paragliding.	Fairy-tale scenery: 2025 summer "coolcation" trend boosts visits.	Cable cars to Mürren; early mornings for peace.
12	Gruyères Castle & Cheese Factory	Medieval hilltop castle, HR Giger Museum, and fondue tastings.	Foodie paradise; combines culture with Swiss staples.	Day tours from Geneva; sample local chocolate.
13	Ruinaulta (Swiss Grand Canyon)	Dramatic gorge from ancient rockslide; rafting, trains, and trails.	Adventure off-the-beaten-path; growing with eco-adventures.	Train views best; suitable for all levels.
14	Creux du Van	Natural rock amphitheater with 160m cliffs; wildlife spotting.	Geological wonder; appeals to hikers and photographers.	Trails from Noiraigue; watch for ibex.
15	Oeschinensee Lake (Kandersteg)	Turquoise alpine lake with hikes, rowboats, and toboggan runs.	Summer gem; rising popularity for Instagram-worthy escapes.	Gondola access; picnic spots abundant.

Trends and Outlook for 2025

• Rising Themes: Sustainable travel (e.g., train-based tours) and wellness (spas near lakes) dominate, with overtourism measures in spots like Lauterbrunnen. Events like Eurovision aftermath in Basel indirectly boost nearby attractions.
• Seasonal Notes: Winter for skiing (Matterhorn, Jungfraujoch); summer for lakes and falls (Rhine, Oeschinensee). Fall offers "coolcations" with fewer crowds.
• Practical Advice: Use apps like SBB for transport; Swiss Travel Pass for discounts. Book ahead for trains and castles amid record tourism growth. For personalized plans, check official sites like MySwitzerland.