Swiss Tourism in March 2025: Exciting News

March 2025 marks an exciting phase for Swiss tourism and the hotel industry – and at Ezy Hotel, we’re right in the middle of it, helping hotels make the most of these opportunities.

From the planned expansion of Basel EuroAirport to data-driven strategies in Swiss tourism, a record year for overnight stays, and spectacular events like the Freestyle World Championships in St. Moritz – these developments promise great potential.

Political support and cultural highlights like the Basel Carnival complete the picture. As a specialized performance marketing agency for Swiss hotels, we know how important it is to turn these trends into measurable success. Let’s look at the news and see how we can help hotels increase their direct bookings and benefit from this momentum.

Basel EuroAirport Plans to Double Capacity by 2030

Basel EuroAirport, which has previously lagged behind major airports in Zurich and Geneva, has ambitious plans: Terminal capacity is set to double by 2030.

With an investment of 125 million Swiss francs, the current 15,000-square-meter terminal will be renovated and expanded with an equally large new building. The goal is to improve service quality and respond to increasing passenger numbers.

In 2024, the airport handled nearly 9 million passengers – the second-best performance in its 75-year history – with a new record of 9.2 million expected in 2025.

For hotels in the region, this is a huge opportunity. More flight capacity means more guests from over 90 destinations – from Europe to North Africa and the Middle East. Low-cost airlines like RyanAir and WizzAir as well as established names like Lufthansa or Turkish Airlines could make Basel more attractive as a hub.

At Ezy Hotel, we see enormous potential here: With our data-based marketing strategies, hotels can specifically target these new guests. Whether through Google Ads, optimized metasearch platforms or tailor-made hotel websites – we ensure that hotels increase their visibility and boost direct bookings, rather than losing guests to online travel agencies (OTAs) like Booking.com. The airport’s unique location – on French soil, just 7 kilometers from Basel with connections to Freiburg and Mulhouse – makes it special.

In the long term, it could become an alternative to Zurich, although airport management doesn’t see this as direct competition. For hotels, this means: Now is the time to set the course with us to benefit from this growth.

Swiss Tourism Focuses on Data and Sustainability

Swiss Tourism (ST) is refining its strategy with the “Tourism Monitor Switzerland”. In 2025, ST surveyed over 20,000 travelers from 147 markets in 600 municipalities to analyze their preferences and behaviors. The “Travel Better” strategy, gaining momentum this year, is based on five pillars with sustainability at its core. The “Swisstainable” program highlights sustainable providers – currently 2,184 are participating, a promising start with room for growth among Switzerland’s over 40,000 tourism businesses.

For hotels, this is a clear signal: Sustainability is becoming a deciding factor. Guests are increasingly looking for eco-conscious options, and “Local Explorer” (culture lovers), “Pleasure Seeker” (luxury fans), “Bonding Educator” (families) and “Active Adventure” (outdoor enthusiasts) show where demand lies. At Ezy Hotel, we help hotels turn these trends into tangible results.

With targeted campaigns – for example for outdoor fans in the Alps or culture lovers in cities – we increase online visibility and promote direct bookings. Despite a 12% decline in overnight stays from Southeast Asia (737,229 nights in 2024, led by Singapore), the market remains relevant.

Our data-driven solutions can help hotels win back these guests by focusing on sustainability and attractive offers. Less dependence on OTAs, more control over your own brand – that’s our approach.

Record Overnight Stays: 2024 Breaks 50-Year Mark

2024 was a historic year for Swiss tourism: 42.8 million overnight stays, up 2.6% from 2023 and the highest level in over 50 years. According to the Federal Statistical Office (FSO), US travelers drove growth with 4.6 million nights (+13.9%), followed by a recovery in Asia (China +46.6%, India +10.6%) and stable demand from Europe (12.2 million, +1.4%). Cities like Zurich (+4.9%) and Geneva (+6.6%) as well as regions like Basel and Aargau-Solothurn saw strong growth, with an occupancy rate of 55.1% – close to the all-time high of 2019.

This shows: Demand is there, and hotels need to capitalize on it. Americans appreciate luxury and nature, Asian markets are recovering, and Europe remains constant. Our job is to connect hotels directly with these guests. With optimized websites, precise Google Ads and tracking tools, we show what works – and what doesn’t.

For 2025, we predict further growth, and hotels need to adjust their marketing strategies now. We help maximize occupancy, even in the off-season, while reducing costs for third parties like OTAs. Sustainability remains key to long-term competitiveness.

Parliament Supports Tourism with VAT Extension

The spring session brought positive signals: The Council of States extended the reduced VAT rate of 3.8% for accommodation services, preventing a competitive disadvantage internationally. The National Council also secured 20 million francs annually for trade press to strengthen industry communication.

For hotels, this means more financial flexibility. Lower taxes keep prices attractive, especially in tourist hotspots like the Alps or cities. A stronger media landscape increases visibility – even for smaller hotels with limited budgets.

We can leverage this development to put hotels in the online spotlight, for example through social media campaigns or optimized metasearch platforms that lead guests directly to the hotel website.

Basel Carnival: An Experience for Swiss Abroad

On March 10, 2025, the Basel Carnival began with the “Morgestraich” at 4 a.m. – a UNESCO World Heritage event of lanterns, music and satire. Thousands flocked to the center, including the Swiss Club from Strasbourg, who experienced the “three most beautiful days”, despite minor mishaps like losing group members in the crowd.

Hotels in Basel were booming. The carnival attracts locals, day visitors and Swiss living abroad who combine culture with shopping.

With our marketing solutions, hotels can make the most of this rush – for example with carnival packages or targeted online ads that capture the event atmosphere and promote direct bookings. The committee’s new anti-racism guidelines also show that the carnival remains modern – a plus for international guests.

Young Hospitality Summit 2025 in Lausanne

From March 17-19, 2025, the EHL Hospitality Business School in Lausanne opens its doors for the 15th Young Hospitality Summit. Under the motto “Innovation Across Dimensions”, over 200 participants and 30 speakers will discuss topics like overtourism and alternative accommodations. Keynotes and workshops provide inspiration.

For hotels, these are valuable impulses. Young talents bring ideas on how to relieve popular places or attract new guests. We help hotels implement these approaches – with strategies that combine sustainability and guest satisfaction while increasing online visibility to generate more direct bookings.

Freestyle World Championships in St. Moritz: Sports and Festival Atmosphere

From March 17-30, 2025, St. Moritz will host the FIS Snowboard, Freestyle and Freeski World Championships. Over 1,500 athletes from 40 countries will compete for 90 medals at Olympic venues, Corviglia and Corvatsch, accompanied by concerts with stars like Stress, Sido and Milky Chance.

Hotels in the region expect a rush. The mix of sports and music attracts a young, international audience. With limited parking, public transport is prioritized, and we can support hotels with event packages or targeted campaigns to maximize occupancy and reach guests directly without OTAs intervening.

How We Lead Hotels to Success

March 2025 shows an industry on the rise. Basel EuroAirport opens doors to more guests, Swiss tourism focuses on quality, and record overnight stays confirm the boom. Political support and events like the carnival or Freestyle World Championships offer opportunities that hotels must seize.

At Ezy Hotel, we’re here to make that possible: With data-driven performance marketing, we increase direct bookings, reduce dependence on OTAs and increase occupancy – even in quieter times. Our tools – from Google Ads to optimized websites and precise target group analyses – make hotels visible and profitable online. We don’t just offer strategies, but measurable results: higher revenue through direct channels, stronger brand presence and, if needed, support in recruiting skilled staff. The challenge is maintaining this level, but the outlook is clear: With us, Switzerland remains a magnet for travelers worldwide.