How Swiss Cities Basel, Bern, Geneva, Zurich Are Attracting Fans from US, Canada, Mexico, Brazil, Germany, Poland, Netherlands, France for UEFA Women’s Euro 2025, Skyrocketing Sports Tourism, New Update Need to Know Now

Switzerland’s most dynamic cities—Basel, Bern, Geneva, and Zurich—are buzzing with global energy as they take center stage for UEFA Women’s Euro 2025. But it’s not just the football that’s drawing attention. These cities are experiencing a remarkable surge in sports tourism, attracting fans from across the world, including the United States, Canada, Mexico, Brazil, Germany, Poland, the Netherlands, and France. With state-of-the-art stadiums, seamless infrastructure, breathtaking backdrops, and cultural flair, these urban hubs have transformed matchday into a complete travel experience.

From lakefront strolls and museum-hopping to late-night fan zones and alpine escapes, visitors are discovering that Switzerland offers far more than just a seat in the stands. As attendance records break and spending soars, 2025 is shaping up to be a watershed year—not just for women’s football, but for Swiss tourism on the global stage. Here’s why these cities are leading the charge.

Switzerland Scores Big as Host of Euro 2025

Switzerland is making headlines this summer—not just for football but for the remarkable tourism surge sparked by UEFA Women’s Euro 2025. As the country hosts the biggest women’s sports event in its history, the championship is generating more than just excitement on the pitch—it’s fueling record-breaking attendance, boosting the economy, and reshaping travel patterns across Europe.

Held from July 2 to 27, 2025, UEFA Women’s Euro 2025 is bringing a transformative wave of energy to Swiss cities. With 31 matches spread across eight iconic stadiums—from Basel to Geneva and Zurich to Sion—this tournament is proving that women’s football is not only a sporting spectacle but also a major driver of tourism.

Record-Breaking Attendance and Sold-Out Stadiums

The numbers speak for themselves. Over 600,000 tickets have already been sold, with 22 of the 31 matches completely sold out, according to UEFA and Reuters. During the group stages alone, more than 461,000 fans poured into Swiss stadiums, setting a new benchmark for attendance and smashing records set by previous tournaments like Euro 2022.

Switzerland’s stadiums, with a combined capacity exceeding 175,000 seats, are filling up fast—especially in cities like Bern, Geneva, and Zurich. The momentum is real, and it’s not just about sports—it’s about creating unforgettable experiences that span across tourism, culture, and national pride.

Tourism Footfall Surges as Europe Watches

With the world’s eyes on Switzerland, tourism has seen a notable 12% rise in visitor numbers in just the first week of the tournament compared to the same period last year. According to Visa Navigate, much of this surge is driven by fans and travelers from nearby European nations:

• Germany: +25%
• Poland: +25%
• Netherlands: +25%
• United Kingdom: +20%
• Italy: +15%
• France: +10%

These increases are more than just foot traffic—they reflect deeper patterns of renewed travel confidence, fan enthusiasm, and the magnetic pull of global sporting events.

Tourist Spending Gets a Significant Lift

Beyond hotel bookings and match tickets, tourists are spending more across the board. Visa card data shows:

• Overall tourist spending is up by 27%
• Retail sales surged by 30%
• Restaurant spending jumped 35%

This spending boom is not only energizing Swiss local economies but also helping rebuild the European tourism industry post-pandemic. From cafes in Lucerne to souvenir shops in Thun, the championship is bringing life back to streets, shops, and small businesses.

A Smart Tourism Strategy Backed by Sustainability

Switzerland didn’t leave anything to chance. Swiss tourism officials strategically rolled out 50% travel credits for Euro 2025 ticket holders, a bold move that attracted both short-term visitors and long-stay travelers. This incentive sparked global interest and encouraged fans to explore more of the country before and after matchdays.

Additionally, Euro 2025 is being celebrated for its strong commitment to ESG and sustainability. A comprehensive plan was implemented to balance tourism growth with environmental responsibility:

• Encouraging public transport use with free matchday transit
• Promoting eco-friendly lodging and event services
• Coordinating with local businesses to reduce event-related waste

These efforts not only enhance the visitor experience but also position Switzerland as a forward-thinking, eco-conscious destination, setting a benchmark for future international events.

Beyond the Stadiums: Regional Impact Across Europe

While Switzerland is the main stage, the ripple effect of Euro 2025 extends across Europe. Historically, major sporting events like the UEFA EURO 2024 and now Euro 2025 don’t just benefit host cities—they boost tourism in surrounding regions and neighboring countries.

Travelers often combine game attendance with broader European itineraries. Cities like Munich, Milan, and Lyon are seeing parallel tourism spikes, benefiting from their proximity to Swiss host cities. It’s a win-win for Europe’s interconnected tourism economy.

Women’s Sports as a Global Travel Catalyst

Euro 2025 is not just about football—it’s about momentum, visibility, and inclusion. With record viewership and attendance figures, this championship proves that women’s sports have grown into global cultural events with real economic impact.

The tournament is reshaping travel motivations. Families, first-time travelers, and football fans are planning trips not just for leisure, but for shared experiences and cultural celebration. This is a significant shift in how global tourism is being driven in the post-pandemic world.

What Comes Next for Swiss and European Tourism?

As Euro 2025 approaches its final matches, its legacy is already being written in tourism data and travel reviews. For Switzerland, the challenge now is to extend the momentum beyond July. Tourism boards are expected to capitalize on this surge by:

• Promoting year-round travel to host cities
• Packaging football legacy tours and cultural experiences
• Reinforcing sustainability commitments to retain eco-conscious travelers

For Europe at large, Euro 2025 underscores the power of events to revitalize demand and engage international markets—especially when backed by smart incentives, inclusive storytelling, and seamless visitor experiences.

Euro 2025 Is a Turning Point

UEFA Women’s Euro 2025 is not just a tournament—it’s a powerful example of how sports and travel intersect to reshape economies, elevate culture, and inspire global movement. Switzerland’s execution of the event has set new standards for destination planning, fan engagement, and sustainable tourism.

With hundreds of thousands of fans in stadiums, millions watching around the world, and cities thriving with renewed energy, Euro 2025 is delivering more than goals—it’s delivering a bold vision for the future of tourism in Europe.

A Promising Season Meets Unexpected Headwinds

Europe entered 2025 with strong expectations: packed stadiums, a global spotlight from UEFA Women’s Euro 2025, and a booming summer travel season. Switzerland, the official host of UEFA Women’s Euro 2025, is seeing record attendance, packed hotels, and a hospitality buzz. But beyond the cheering fans and full stadiums lies a sobering reality—tourism inflows from key long-haul markets like the U.S., Canada, Mexico, and Brazil are showing signs of fatigue.

Despite sporting events energizing domestic travel and short-haul tourism within Europe, the broader international outlook is becoming more complex. High travel costs, global uncertainties, and changing traveler priorities are taking a toll on overseas bookings, particularly from the Americas.

Switzerland’s Euro 2025 Success: A Rare Bright Spot

As UEFA Women’s Euro 2025 kicked off across eight Swiss cities—Basel, Zurich, Bern, Geneva, and others—Switzerland has emerged as a shining example of how to host a mega-sporting event post-pandemic. More than 600,000 tickets have been sold, with 22 of the 31 matches already sold out. Group-stage attendance has crossed 460,000 spectators, well on its way to surpassing Euro 2022 figures.

Tourism authorities have reported a 12% increase in overall visitor traffic, largely from neighboring European nations. Visa data also shows a 27% jump in foreign tourist spending, with categories like retail and dining climbing by 30–35% in the first two weeks of the event.

But even this success story comes with a caveat. Long-haul markets, especially from North and South America, are contributing less than expected—a sign that the global travel ecosystem is still finding its balance.

U.S. and Canada: Travel Hesitation Replaces Wanderlust

According to the European Travel Commission, just 33% of American travelers surveyed in early 2025 plan to visit Europe this summer. That’s a 7-percentage-point drop compared to 2024. Canadian intent has also declined by around 5 percentage points, showing a regional slowdown in transatlantic travel interest.

What’s behind the pullback?

1. High Travel Costs

One of the most cited reasons is simple: Europe has become expensive. With a strong euro and surging airfare costs, a summer vacation to Paris, Rome, or Zurich feels out of reach for many North American families. Data suggests nearly 50% of U.S. and Canadian respondents consider Europe too costly right now.

2. Geopolitical Uncertainty

Uncertainty also weighs heavily on travel sentiment. From border policies in North America to unrest in certain parts of Europe, travelers are thinking twice before committing to long-haul flights. There’s a growing preference for domestic or short-haul getaways, particularly among older travelers and families.

3. Perception and Policy Barriers

Stricter visa policies in some European countries and negative public sentiment tied to global politics have led to a cooling of enthusiasm. Even though countries like France and Spain remain top aspirational destinations, intent does not always convert into actual bookings.

Mexico: Fading Interest Amid Domestic Pull

For travelers from Mexico, the story follows a similar arc. While not as dramatic as the U.S. or Canada, outbound travel interest to Europe is softening. Rising ticket prices and an economic outlook marked by currency pressures have made European trips more exclusive.

At the same time, domestic and regional tourism in Mexico is gaining ground, luring potential international travelers to local destinations like Oaxaca, Cancún, and San Miguel de Allende.

Brazil: A Mixed Bag of Resilience and Retraction

Brazil is arguably the most resilient among the four markets studied. As of mid-2025, about 45% of Brazilian respondents still plan to visit Europe—down 6 percentage points from the previous year but still representing a solid share.

Yet cracks are visible. Brazil’s economy, while stabilizing, continues to deal with inflationary pressures and a relatively weak currency. For the average Brazilian traveler, Europe remains an expensive proposition. Many are choosing to explore regional alternatives or postpone long-haul travel entirely.

Interestingly, Brazil is also experiencing a domestic tourism boom. The country welcomed 4.8 million foreign visitors in the first five months of 2025, up 51% year-on-year, which has created a robust inbound travel narrative that could shift focus inward.

Euro 2025 Can’t Offset the Bigger Trend

While Switzerland is currently enjoying the limelight of Euro 2025, the broader European travel industry can’t rely on sporting events alone. The temporary spike in tourism around host cities is valuable—but it does not completely compensate for the flattening demand from non-European travelers.

Travelers from the U.S., Canada, Brazil, and Mexico contribute billions to European economies each year—not just in ticket sales but in hotels, dining, shopping, cultural attractions, and local experiences. A sustained drop in their numbers poses a risk to recovery and future growth.

What This Means for Europe’s Tourism Sector

The implications of declining long-haul interest are serious:

• Hospitality and retail sectors will feel the squeeze beyond host cities.
• Transport providers, particularly airlines, may reevaluate capacity and routes.
• Tourism boards must re-strategize marketing, focusing on affordability, security, and streamlined entry experiences.

Welcome to Switzerland: Europe’s Crown Jewel of Timeless Charm

With its storybook landscapes, precision-engineered trains, shimmering lakes, and cosmopolitan cities, Switzerland is the kind of place that seems too perfect to be real. Yet here it is—flawless and welcoming, steeped in heritage and forward-thinking innovation. Whether you’re drawn to snow-capped mountains or world-class art galleries, Switzerland doesn’t just meet expectations—it redefines them.

And in 2025, with the buzz of the UEFA Women’s Euro spotlighting cities across the nation, Switzerland is entering a golden travel moment. From adrenaline-filled alpine villages to tranquil lakefront hideaways, this destination delivers the best of Europe in one neatly organized, gorgeously scenic package.

Let this in-depth guide take you through the most iconic, charming, and culture-rich corners of Switzerland—along with insights into what’s drawing travelers from across the globe, and why now is the time to experience it.

The Alpine Icons: Where Nature Stuns at Every Turn

Zermatt & The Matterhorn

The jagged silhouette of the Matterhorn might be one of the most photographed peaks in the world, but nothing compares to seeing it rise in person behind the rooftops of Zermatt. This car-free alpine village is the quintessential Swiss experience—where clean air, snow-dusted chalets, and deep mountain silence set the tone.

Gondolas whisk visitors up to the Klein Matterhorn, while the Gornergrat Bahn, Europe’s highest open-air cog railway, offers front-row seats to glacier views. Zermatt is as magical in summer (for hiking and climbing) as it is in winter (for skiing and après-ski indulgence).

Jungfraujoch: The “Top of Europe”

From Interlaken, ride a series of iconic trains to the Jungfraujoch, where Europe’s highest train station rests at 3,454 meters above sea level. The journey itself is breathtaking, but the views atop—across icefields, cliffs, and snowy valleys—are unforgettable.

Inside the mountain station, wander through the Ice Palace, dine with panoramic vistas, or step outside onto the Aletsch Glacier, the largest in the Alps. It’s high-altitude tourism done right.

Lakeside Escapes: Where Stillness and Storytelling Meet

Lucerne & Lake Lucerne

Framed by forested hills and snow-capped peaks, Lucerne is as photogenic as it is atmospheric. The Old Town is an architectural love letter to medieval Europe—pastel-painted facades, timber-framed houses, and cobblestoned alleys.

Stroll the Kapellbrücke (Chapel Bridge)—the oldest wooden covered bridge in Europe—or hop aboard a paddle steamer across Lake Lucerne, whose calm waters reflect the surrounding alpine majesty. The nearby Mount Pilatus and Rigi offer easy day-trip climbs by cogwheel train.

Lake Geneva & Château de Chillon

The French-speaking western edge of Switzerland boasts the stunning Lake Geneva, home to cosmopolitan Geneva and the resort-town charm of Montreux. A short drive or boat ride away is Château de Chillon, perched dramatically over the water—a medieval castle once home to counts, now hosting candlelit tours and lakeside festivals.

This region thrives on its fusion of French culture, vineyard-lined hills, and sleek urban sophistication. You’ll sip local Chasselas wine as easily as you’ll find a Cartier boutique.

City Sophistication: Art, History, and Design on Every Corner

Zurich: Switzerland’s Urban Powerhouse

Often mistaken for just a financial capital, Zurich is a deeply creative, beautifully green city with cultural clout. Along the Limmat River, cafes buzz with local life, and in summer, the entire city heads to the lake to swim, paddleboard, or just soak in the sunshine.

Art lovers should visit the Kunsthaus Zurich, while shoppers explore Bahnhofstrasse’s luxury boutiques. At night, the old industrial quarter of Zürich-West offers world-class dining, rooftop bars, and edgy galleries.

Zurich’s seamless infrastructure also makes it a hub for UEFA Women’s Euro 2025—visitors will find effortless transit, multilingual hospitality, and plenty of entertainment between matches.

Bern: A UNESCO-Protected Time Capsule

The capital city feels like it was made for poets. Its medieval Old Town—wrapped in sandstone arcades, slow-flowing rivers, and a backdrop of the Alps—is UNESCO-listed for good reason. Bern’s famous Zytglogge (clock tower) strikes with figurines each hour, while the Bear Park and Rosengarten offer green escapes.

It’s also home to the Einstein Museum, and the relaxed pace invites thoughtful wandering—whether in historical museums or artisan markets.

Basel: Border City of Bold Culture

Nestled between France and Germany, Basel is Switzerland’s capital of contemporary art. With over 40 museums, including the renowned Fondation Beyeler and Kunstmuseum, it’s no wonder Art Basel is a world-renowned event drawing jet-set collectors and creatives alike.

Basel’s riverside cafes, striking architecture (think Herzog & de Meuron), and summer festivals create a dynamic yet laid-back atmosphere. It’s one of the most international-feeling cities in the country—and also a key UEFA host city.

Village Charms & Alpine Secrets

Lauterbrunnen: The Valley of Waterfalls

With cliffs on either side and 72 waterfalls cascading down, Lauterbrunnen is pure magic. It inspired Tolkien’s Rivendell, and today it draws hikers, paragliders, and dreamers. From here, trails lead to Mürren and Wengen, car-free villages tucked high in the Bernese Alps.

Gstaad & St. Moritz: Where Glamour Meets Nature

If you prefer your alpine adventure with a side of champagne and couture, Gstaad and St. Moritz deliver in spades. These resorts are favored by royalty, celebrities, and seasoned skiers.

St. Moritz, a two-time Olympic host, mixes icy luxury with genuine alpine sports heritage. In summer, it’s a hub for high-altitude biking and yachting. Gstaad, meanwhile, balances quaint chalets and upscale boutiques with traditional cheese farms and scenic meadows.

Cultural Hotspots & Curated Experiences

Castles and Heritage

From the castles of Bellinzona in Ticino to Oberhofen Castle on Lake Thun, Switzerland is peppered with living history. Many sites offer interactive exhibits and scenic grounds perfect for picnics.

The Swiss Museum of Transport & Lindt Chocolate Experience

Families and innovation-lovers shouldn’t miss Lucerne’s Swiss Museum of Transport, featuring interactive exhibits, virtual reality simulators, and vintage aircraft. Meanwhile, the Lindt Home of Chocolate near Zurich offers a multisensory deep dive into the country’s most beloved export.

The Golden Age of Swiss Tourism: Trends in 2025

Post-Pandemic Travel Patterns

Switzerland is experiencing a notable uptick in nature-based and scenic tourism, reflecting a global trend toward meaningful travel. Visitors want clean air, sustainability, and cultural depth—and Switzerland delivers all three.

In 2025, UEFA Women’s Euro is drawing tens of thousands of additional visitors to cities like Zurich, Basel, Bern, Lucerne, and Geneva, offering an unexpected boost during summer. Early reports show a 12% increase in arrivals and a 27% rise in tourist spending, according to Visa Navigate.

Source Markets

Tourists primarily come from Germany, the U.S., France, the UK, Italy, Poland, the Netherlands, Brazil, and Canada. Switzerland remains especially attractive due to its stable safety ratings, efficient infrastructure, and high-value experiences.

Sustainability and Smart Tourism

Switzerland is pioneering in eco-conscious travel. Free public transport for Euro 2025 ticket holders, widespread electric train routes, and green hotel initiatives have earned praise from ESG advocates.

Why Switzerland Should Be Your Next Great Journey

Switzerland is not just a place you visit—it’s a place you feel. The silence of the mountains, the efficiency of a 7-minute train connection, the clink of glasses on a lakefront terrace, the thunder of waterfalls in Lauterbrunnen—it all becomes part of your story.

Whether you’re a solo traveler, cultural explorer, or a sports fan following Euro 2025, this small but mighty country offers a travel experience that’s refined, rooted, and radiantly alive.

In a world of overwhelming options, Switzerland remains refreshingly simple: just get there, and the rest unfolds like a dream.

The Road Ahead: How Europe Can Reignite Interest

To counter these trends, European destinations must act decisively and creatively:

1. Price-Sensitive Campaigns

Offer value-driven packages that include accommodation, local transport, and attractions. Highlight lesser-known cities or regions that provide a more affordable experience without sacrificing culture or comfort.

2. Simplify Entry Processes

Make visa applications more efficient and traveler-friendly. Expand e-visa programs and reduce paperwork where possible.

3. Rebuild Trust Through Messaging

Clear, consistent, and positive messaging around safety, inclusiveness, and accessibility can reshape traveler perception—especially for those hesitant due to political headlines.

4. Targeted Marketing

Personalized campaigns in source markets like the U.S., Brazil, and Canada can reignite interest. Use data to understand shifting preferences and promote events or experiences that match emerging travel motivations.

Final Thoughts: A Season of Opportunity—If Seized

Euro 2025 is a defining moment for Switzerland and women’s football, but it also offers a crucial learning curve for the wider European tourism ecosystem. The spotlight is on—but not all lights are green.

With long-haul traveler interest cooling from North America and Brazil, Europe must rethink how it markets itself, addresses economic barriers, and adapts to a more cautious, cost-aware global traveler.

The good news? The continent still holds unmatched appeal. The challenge now is making that appeal accessible, affordable, and reassuring to a world that is eager to travel—but increasingly selective about where and how.

The post How Swiss Cities Basel, Bern, Geneva, Zurich Are Attracting Fans from US, Canada, Mexico, Brazil, Germany, Poland, Netherlands, France for UEFA Women’s Euro 2025, Skyrocketing Sports Tourism, New Update Need to Know Now appeared first on Travel And Tour World.