The Euro 2025 tournament has ignited a tourism surge in Switzerland this summer, drawing international visitors eager to witness the excitement of women’s soccer. According to exclusive data from Visa shared with CNBC, the first week of the tournament saw a 12% year-on-year increase in travelers to Switzerland. Notably, arrivals from Germany, Poland, and the Netherlands surged by 25%, while travelers from the U.K. rose by 20%. Italy and France also contributed to the influx with increases of 15% and 10%, respectively.
Visitor spending in host locations, including Basel, Bern, Geneva, and Zurich, jumped by 27% for the week commencing July 2. Restaurant revenue in Bern nearly doubled, and entertainment spending tripled along the scenic shores of Thun, which hosted thrilling matches like Norway vs. Iceland and Spain vs. Belgium. Retail spending across Switzerland saw a robust 30% rise. Kim Kadlec, Chief Marketing Officer at Visa Europe, remarked on the tournament’s “powerful ripple effect,” highlighting the uptick in consumer spending across various sectors.
The sight of packed stadiums during women’s soccer matches marks a significant evolution for the sport, which began its professionalization in the 2010s. The success of Euro 2022 in England catalyzed this growth, demonstrating the impact of grassroots investments, enhanced broadcasting agreements, and burgeoning public interest. The final, attended by nearly 90,000 fans at Wembley Stadium, set a record for the highest attendance at either a men’s or women’s Euro final. Ticket sales for the tournament increased nearly fourfold, generating upwards of 60 million euros ($70 million), while global viewership reached an impressive 365 million, a sharp rise from previous years.
Pioneering developments in the global game include a landmark equal pay agreement reached by US Soccer in 2022 and a five-year broadcasting deal with Sky Sports and the BBC for the English Women’s Soccer League starting in 2025. Yet, despite these strides, funding and viewership figures still lag behind the men’s game, which dominates as the world’s most-watched sport.
Euro 2025 is already shattering records, with advance ticket sales soaring to 600,000 and 22 out of 31 matches sold out. Remarkably, 35% of ticket purchases came from international fans, according to UEFA. Nadine Kessler, UEFA’s director for women’s football, noted a diverse turnout, with representation from 114 nationalities. “Already, we have 61,000 Germans, 41,000 English, 16,000 French, 15,000 Dutch, and 5,000 American fans,” Kessler stated, emphasizing the tournament’s unparalleled appeal.
This remarkable growth in attendance and viewership underscores the increasing popularity of women’s soccer, providing an exciting glimpse into the future of the sport. Euro 2025 not only enhances the visibility of women’s football but also significantly boosts local economies, proving that the tournament is a win-win for both fans and host cities alike. As the matches unfold, the anticipation continues to build, promising even more unforgettable moments on and off the field.
Original Source: https://www.cnbc.com/2025/07/14/swiss-tourism-boosted-as-womens-soccer-continues-record-breaking-rise.html
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Publish Date: 2025-07-14 21:06:00
