Unveiling the Financial Boost: The UEFA Women's EURO 2025's Impact on Switzerland's Economy, as Revealed by Visa
Switzerland has experienced a surge in international tourism and consumer spending, thanks to the UEFA Women's EURO 2025 tournament. According to data from Visa, the event has significantly impacted Switzerland's economy, particularly among Visa cardholders.
During the first week of the tournament (July 2-5), spending by international guests with Visa cards increased by 27% year-on-year. The most notable sectors experiencing growth were restaurants (+35%) and retail goods (+30%). Contactless international purchases by Visa cardholders in Switzerland grew by 35%, indicating a preference for digital transactions.
The tournament has attracted a considerable number of visitors, with the total number of international travelers to Switzerland increasing by 12% year-on-year during the opening week. Notably, visitors from Germany, Poland, and the Netherlands saw a year-on-year increase of 25%, while the UK rose by 20%, and France by 10%.
Some cities, such as Zurich, have seen significant increases in international arrivals. French visitors led the way with a 30% increase, followed by those from Germany (20%) and the UK (15%). Smaller host cities like Sion (65%), Thun (50%), and St. Gallen (30%) have also experienced substantial growth in international arrivals.
Basel and Lucerne are anticipating increased hotel occupancy rates, with Basel expecting a 5 to 10% rise in July compared to the previous year. Transportation spending in Zurich rose significantly, up 40%. Entertainment spending more than doubled in Sion (+127%) and more than tripled in Thun (+242%).
Restaurant spending nearly doubled in Bern (+97%) and saw strong growth in Lucerne (+70%) and Basel (+60%). The most significant increases in spending levels in Switzerland were seen in restaurants and on retail goods.
Visa's new data shows that the UEFA Women's EURO 2025 brings benefits to small businesses and economies by creating a ripple effect of increased consumer spending. Visa cardholder spending in smaller Swiss cities hosting UEFA Women's EURO 2025 matches showed strong year-on-year growth, with Sion, Thun, and Bern experiencing increases of +45%, +45%, and +25% respectively.
Kim Kadlec, Chief Marketing Officer, Visa Europe, stated that the passion of fans for UEFA Women's EURO 2025 is resonating beyond Swiss stadiums and causing a ripple effect with an increase in real-time consumer spending across industries and borders.
For the first time, Visa cardholders in Europe and the UK were able to use Visa Click to Pay to buy tickets online for the UEFA Women's Champion League final and UEFA Women's EURO 2025. Visa is proud to play a role in this momentum and aims to deliver seamless, secure payment experiences to fans.
By working with partners, Visa aims to help fans stay focused on the moments that matter most - cheering on their teams and creating lasting memories. The UEFA Women's EURO 2025 is sponsored by Visa.
The surge in international tourism and consumer spending, stemming from the UEFA Women's EURO 2025 tournament, extended to various industries, particularly finance and business. For instance, the growth in spending by international guests with Visa cards in Switzerland's restaurants and retail goods increased by 30% and 35%, respectively, during the first week of the tournament. Moreover, small businesses in Swiss cities hosting UEFA Women's EURO 2025 matches experienced strong year-on-year growth, with Sion, Thun, and Bern seeing increases of +45%, +45%, and +25% respectively, indicating a positive impact on the local economy.
