This article originally appeared on EHL Insights.
When Switzerland welcomed the UEFA Women’s Euro 2025, it was more than just another major football tournament; it was a nationwide festival that brought together sport, culture and tourism in a way few countries could replicate. Over 650,000 fans filled stadiums across eight host cities, with an additional 500 million viewers watching on television and online. All but two of the 31 matches were sold out with fans coming from over 100 countries, reflecting the global pull of the women’s game.
For Switzerland, the story went far beyond the pitch. The tournament turned into a powerful driver of tourism, boosting hotel occupancy, retail and restaurants, while cementing the nation’s reputation as a world-class destination for large-scale events. In fact, Suisse Tourisme declared that the event had “transformed football fans into fans of Switzerland”.
The Tournament at a Glance
The Euro 2025 tournament was held across eight host cities1: Basel, Bern, Geneva, Lucerne, St. Gallen, Sion, Thun and Zurich. Each venue was chosen to reflect a mix of heritage, language region, infrastructure and tourism appeal. Geneva and Zurich both held a semifinal match, but the honor of hosting the finals was awarded to Basel, where England lifted the trophy after defeating Spain in front of a packed St. Jakob-Park stadium.
UEFA had set ambitious targets for the Women’s EURO 2025. Their goals included having 720,000 tickets distributed2, robust sustainability goals and a “Summit of Emotions” branding that linked football with Switzerland’s alpine identity. While the final figures fell slightly short of ticketing ambitions, it was the best-attended Women’s Euro competition in history3.
Internationally, the tournament helped elevate women’s sport. Estimated broadcast revenue hit $99.5 million4, a staggering 142% increase from Euro 2022. The 2025 edition featured over 60 UEFA broadcast partners, allowing fans in over 165 territories to watch the action5. For the players, sponsors and governing bodies, this was proof that women’s football is not only culturally powerful but also commercially viable.
Hospitality Impacts
One of the most visible impacts of Euro 2025 was the hotel industry boom. In St. Gallen, occupancy reached 95–100% on match days. Bern averaged 83%, while Basel projected a 5–10% increase in hotel stays in July of this year compared to July 2024. In Zurich, which hosted one of the semifinals, hotels were packed with fans, teams and officials. Luxury hotels gained global exposure as well. The Grand Dolder Hotel in Zurich, famous for its sweeping views over Lake Zurich, became a media talking point6 when the England team stayed there. For the luxury hotel sector that thrives on prestige and international visibility, this spotlight was invaluable.
Interestingly, some visitor patterns broke expectations. Fans from Iceland, for example, stayed ten times longer than in 2024, reflecting how smaller nations often embrace extended travel when combining sport and leisure.
Hospitality was not limited to hotels. In Bern, authorities declared a “nuit libre” following Switzerland’s quarterfinal run, allowing bars and restaurants to stay open until the early morning. Similar scenes unfolded in Lucerne, Geneva and Basel, where outdoor establishments overflowed with international visitors. The data provided by Visa provides further insights: while overall spending increased 27% on average year-on-year during the tournament’s first week, restaurant spending rose further, with an increase of 97% in Bern, 70% in Lucerne and 60% in Basel during the tournament. For small restaurants and local bars, Euro 2025 provided a ripple effect that flowed from the stadiums to all parts of the economy.
The ripple effects extended beyond restaurants and bars; according to Visa, traveler numbers increased 12% year-on-year during the first week of the tournament. Smaller cities like Sion (+65%), Thun (+50%) and St. Gallen (+30%) benefited significantly from international visitors. Entertainment spending spiked dramatically: +127% in Sion and +242% in Thun, showcasing the capacity of smaller destinations to monetize big events. Audit firm Ernst & Young projected that the economic impact across Switzerland could reach CHF 180 million, with The Guardian estimating closer to CHF 200 million when retail and ancillary tourism were included.
Transportation and Logistics go Sustainable
UEFA and Swiss authorities made sustainability a core priority. Fans were incentivized to travel by train, tram or bicycle, with match tickets doubling as public transport passes, thus providing free return journey public transportation. In Geneva, the distribution of the Unireso cards, public transportation tickets, rose by 10% compared to 20247, highlighting how integrated ticketing encouraged green travel. During the quarterfinal matches, 89% of fans traveled sustainably, walking, biking or using public transit.
That said, some logistical issues were reported. Fans in St. Gallen reported post-game travel bottlenecks and high local prices. At the beginning of the tournament, some stadiums allowed guests to bring in water, while towards the end they enforced the restrictions on bringing water bottles into venues. These minor frustrations did not derail the overall success but offered lessons for improving crowd management at future events.
Tourism Promotion and Image Building
Suisse Tourisme, the national tourism body, played a proactive role. From the outset, it promoted Switzerland abroad not only as a football destination but also as a broader travel experience. Campaigns highlighted alpine landscapes, cultural attractions and sustainable practices. Their mandate was to leverage Euro 2025 as a branding platform, both for visitors to Switzerland and as an ideal destination for major international events. The results were visible. Families of players booked tours on rest days and countless fans extended their trip to explore Lucerne, the Bernese Oberland or Ticino. Many experienced Switzerland for the first time, making it likely they would return in the future.
The digital impact was just as important. Spain’s star player Aitana Bonmatí posted a heartfelt Instagram message after her team’s defeat in the final, praising Switzerland and UEFA for the experience. Her post earned over 300,000 likes, reaching millions globally and reinforcing Switzerland’s image as a strong host nation. International media echoed this sentiment. The Guardian described the mood as an event “that delivered to the last”. By combining smooth organization, stunning backdrops and cultural vibrancy, Switzerland demonstrated that it can successfully host world-class sporting events while enhancing its tourism brand.
Switzerland and Other Major Events
Switzerland has a long tradition of hosting high-profile international gatherings. From the World Economic Forum in Davos to the Ski World Championships, the country has positioned itself as a reliable stage for global events. Earlier in 2025, the cultural phenomena that is the Eurovision Song Contest, also spotlighted Switzerland’s creative side and drew in hundreds of thousands of tourists.
The Women’s Euro was different; it was inclusive, festive and family-oriented, opening Switzerland up to new visitor segments. Unlike Davos, which is elite and business-focused, or Eurovision, which is more entertainment-driven, Euro 2025 blended sport, tourism and cultural promotion seamlessly. This diversity of events strengthens Switzerland’s long-term positioning. By being able to host both sporting and cultural mega-events, the country broadens its appeal to international markets while reinforcing its reputation for efficiency and hospitality.
Future Outlook for Swiss Tourism
The success of Euro 2025 sets a promising trajectory for Switzerland’s tourism sector.
With the surge of momentum in women’s sports, Switzerland can leverage this by attracting training camps, youth tournaments and other competitions.
The large numbers of visitors from Germany, the UK and Nordic countries provide Switzerland with an opportunity to create tailored campaigns to these markets. Switzerland is already considered safe and welcoming, particularly for solo travelers and LGBTQ+ communities.
Highlighting this inclusiveness can expand market reach. Additionally, continuing to invest in public transport, renewable energy for events and affordable accommodation in smaller cities will ensure Switzerland remains competitive as a host destination. Finally, having successfully hosted Euro 2025, Switzerland is now in a better position to bid for future large-scale events, whether in sports, entertainment or culture.
Looking to the Future
UEFA Women’s Euro 2025 was a triumph for women’s football and for Switzerland, it was also a triumph of tourism strategy and national branding. With record attendance, sustainable transport adoption and economic windfalls across eight cities, the tournament became a case study in how mega-events can benefit small but well-organized countries.
Despite financial losses for UEFA and minor logistical hiccups, the broader gains for Switzerland were undeniable. Fans, families and players not only enjoyed world-class football but also discovered Swiss culture, landscapes and hospitality. For Switzerland, Euro 2025 was a great success and will be the beginning of a new chapter in tourism growth, international reputation and leadership in hosting global events. As the Swiss President, Karin Keller-Sutter, said in her message to participants of EURO 2025, “Even if you lost, you won, because you visited Switzerland”.
Lionel Saul – Research Assistant & Visiting Lecturer at EHL Hospitality Business School. Connect with Lionel on LinkedIn.
Dr. Guy Llewellyn – Assistant Professor at EHL. Connect with Guy on LinkedIn.
Amélie Kller – Flagship Project Coordinator at EHL
