Women's football supports Swiss tourism - Great international interest for "Euro 2025", spending increases by 27%
The ongoing boom in women’s football is giving a boost to tourist spending in Switzerland this summer, as international visitors flock to watch the Euro 2025 tournament. The number of travelers to Switzerland increased by 12% year-on-year in the first week of the competition alone. The number of visitors from Germany, Poland and the Netherlands increased by 25%, the United Kingdom by 20%, while Italy and France saw increases of 15% and 10%, respectively.
Meanwhile, spending rose by 27% for the week beginning July 2 across the host cities, which include Basel, Bern, Geneva and Zurich, as well as smaller towns such as St. Gallen, Sion and Thun. Restaurant revenue almost doubled in Bern, while entertainment spending tripled near the picturesque shores of Lake Thun, which hosted the Norway-Iceland and Spain-Belgium matches. Retail spending in Switzerland rose by 30%, according to Visa Europe, which shows “the strong effect of the tournament, with a real-time increase in consumer spending across all industries.”
The sight of packed stadiums for women's football matches once seemed like a distant dream. Women's football only began to professionalise at club level in the 2010s and is seen as key to overall talent development. Euro 2022, hosted by England, proved a historic success in terms of interest in women's football, and saw the fruits of more than a decade of local investment, new broadcast deals and growing public and media interest.
The attendance of nearly 90,000 spectators for England's final against Germany at London's Wembley Stadium was the highest ever recorded for a men's or women's European Championship final. Ticket sales also nearly quadrupled to around €60 million, while global television viewership rose to 365 million from 178 million in 2017 and 116 million in 2013.
Already, Euro 2025 in Switzerland is breaking old records and setting new ones, with advance ticket sales reaching 600,000. Of these, 35% were purchased by international visitors, according to data published by UEFA.
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