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Ticino holiday resorts like Ascona are among the most popular destinations for the Swiss, not just in summer, but also in winter.
It was not Laax, Grindelwald or other winter holiday resorts that received more guests this winter than last season: With a plus of 51 percent in overnight stays, Ascona saw the strongest growth. Ascona is representative of a record year for tourism in Ticino, in which winter is gaining in importance.
The promenade along Lake Maggiore in Ascona is also well frequented these days, much to the delight of hoteliers and restaurant operators. Hanspeter Jakob, director of a gastro chain with restaurants in Ascona, Locarno and Losone, has noticed a strong increase in guests both in summer and in winter. Around three million overnight stays in hotels alone – no figures are available for privately rented holiday apartments – were recorded in Ticino last year. More than in 20 years.
the Number of overnight stays from January to February this year are also 18 percent above the five-year average. Ticino owes this guest record to Corona and the mild winter weather, says Tourism Director Angelo Trotta. After this high he fears that the number of guests will now go back.
Between wanderlust and loyalty
The pandemic with its travel restrictions has helped Ticino to achieve a record number of visitors. Angelo Trotta believes that some will now go back to the sea or get on the plane. “Now we’re afraid that fewer visitors will come to Ticino than before the pandemic,” he says. However, the first booking figures make him optimistic and point to a soft landing.
Now we are afraid that fewer visitors will come to Ticino than before the pandemic.
Over Easter, 50 percent of the hotel rooms and almost all campsites are already occupied. The tourism director is counting on day and weekend guests in particular who discovered Ticino during the pandemic to come back. He expects significantly fewer guests this year than last year, but 10 to 15 percent more hotel overnight stays compared to 2019. Some of the domestic guests will travel abroad, but guests from abroad will come back.
Rely on the tried and tested
Angelo Trotta wants to persuade the guests to return with what Ticino has always been: “We have certain things that we can offer almost exclusively. For example the weather, the sun, the lakes. That was always the strength of our offer.”
Outdoor experiences are playing an increasing role because, thanks to the mild temperatures, they are also in demand in the winter months. The marketing organizations want to attract guests with hiking experiences, mountain bike trails and cycle paths.