According to official surveys published by the Federal Statistical Office (FSO), last year closed with a 4,9% increase in demand for arrivals (1.090.383 in total) and 4,6% % on the side of overnight stays. Our canton is therefore in contrast with the Swiss average for which the general trend is represented by a drop in demand: at national level overnight stays decreased by -0,3%. The German market (+ 10,3%) and the Swiss market (+ 6,2%) marked an important leap forward. All accommodation categories benefited from the increase in tourists, with in particular an increase in overnight stays of 7,6% among accommodations from zero to two stars. Among the five stars the increase was instead of 5,6%. For the director of Ticino Turismo Elia Frapolli, in addition to external factors such as the uncertainty due to terrorist attacks and the search - especially by visitors from beyond the Alps and Germans - for a Mediterranean "lifestyle" but in a context considered safe as that Swiss, these encouraging figures derive mainly from the combination of two factors. «The sector is undergoing a process of profound structural transformation and today we are starting to reap the first fruits. Many new initiatives at various levels and a renewed desire to invest on the part of the hotel sector indicate that Ticino tourism is changing, and in a very radical form ».
A survey published last October by the Tourism Observatory confirms this trend. 19.6% of surveyed hoteliers plan to invest in infrastructure, while others intend to increase their promotion and marketing activities. But there is a second element which, according to the director of Ticino Turismo, has played an important role in relaunching the sector. «The marketing campaign in view of the opening of the base tunnel launched in 2015 thanks to an extraordinary credit voted by the Grand Council has allowed us to generate great visibility. This campaign will reach its peak this year with important promotional activities such as Ticino Ticket, the single ticket thanks to which tourists who stay overnight in hotels, youth hostels and campsites can move freely throughout the Canton, the Raiffeisen Action which will guarantee discounts. important in hotels or the On Board Concierge Service project. Starting from April we will transform the train journey into a privileged moment during which to assist tourists, making sure that they begin to taste the atmosphere that will await them once they arrive at their destination ».
For the first months of 2017, the Tourism Observatory expects further growth. “These encouraging signs, however, must not make us sit on our laurels. The problems of Ticino tourism are profound, I would say structural - concludes Elia Frapolli -. We must not forget that until a few years ago hotel nights were either decreasing or stagnant. The good performance of 2016 and the spirit of union that led to the birth of great projects are a spur to continue in this direction ».
Each year there are about 200 marketing projects promoted by Ticino Turismo in collaboration with the Regional Tourist Organizations and its partners. The promotion is aimed at 11 international markets, with the presence of over 60 trade fairs, events and workshops. Also this year around 350 journalists from all over the world will be hosted in Ticino and accompanied in their stay.
