Hotel overnight stays by US guests at various destinations: please select the display period using the filter on the left-hand side of the map. Three options are available: 2023, 2019–2023, 2022–2023.
Hotel overnight stays by US guests
Over 3.06 million hotel overnight stays were attributable to guests from the USA in the reporting year, making this the second-strongest foreign market for Switzerland as a holiday and travel destination in 2023. This corresponds to a rise of 27.3% compared with the last pre-pandemic year in 2019.
The interactive graphic shows how overnight stays developed at the various destinations throughout the year.
The most popular tourist region among US visitors in 2023 was Zurich, followed by the regions Bern and Lucerne-Lake Lucerne, measured in absolute numbers.
Claudio Zemp, Market Group Manager Americas, explains why Switzerland was such a popular destination for guests from the USA after the pandemic and how things are likely to progress.
Claudio Zemp
Market Group Manager Americas
Claudio Zemp, why has Europe enjoyed such popularity among US travellers since the pandemic?
Basically, Europe is simply a dream destination. For Americans, the diversity of cultures and the reminders of history going back centuries that can be found on every street corner are simply unbeatable. What’s more, many families naturally also have their roots in Europe and therefore already have an emotional connection.
There are several reasons for the sharp increase in US guests since the pandemic: On the one hand, the savings accumulated over the course of the pandemic made it easier for many guests to afford a longer trip. On the other hand, I can also see some cultural changes at work here: The pandemic has increased the need for a better work-life balance. In addition, the consumption of luxury products has become less important, while activities to improve quality of life have become more important. Travelling is very much in line with this trend.
How did Switzerland as a destination compare with its European competitors in 2023, such as Italy, France, Spain and Austria?
In general, Western Europe had a very successful year among US tourists. However, we have indicators that show that Switzerland’s market share has increased. In the USA, Switzerland as a holiday and travel destination is currently hipper than ever.
Although the trend is positive, we are still somewhat behind the most popular European destinations, such as Italy, France or the UK, measured in absolute figures So there is still room for improvement.
Which Swiss destinations and activities are particularly popular among US guests?
Traditionally, Americans say they come to Switzerland for the nature and the mountains, but then they stay in its cities. Indeed, four of the five most-booked destinations are cities. These are Zurich, Geneva, Lucerne and Basel. Zermatt is the only mountain destination to make it into the top five.
The hub-and-spoke concept – in other words, using a city as a starting point for day trips in all directions – is very popular.
But there is potential when it comes to the lesser-known destinations as well. This is partly due to booking shortages, but not infrequently also because of a genuine interest in exploring something new and off the beaten track. We have also been experiencing a greater number of requests for authentic experiences for some time now. Guests no longer just want to look at something – instead, they want to take part and learn something new in the process. The culinary arts are another significant theme, as are activities outdoors or in the fields of art, architecture and design.
US guests travelling to Europe are often very interested in culture and history. How does this affect the behaviour of guests and, above all, their relationship with touring?
Americans are made for touring since they want to experience more than just one destination while travelling overseas. Through our work – such as promoting the Grand Tour of Switzerland and the Grand Train Tour of Switzerland, for example – we inspire them to visit as many of these destinations in Switzerland as possible.
The sharp rise in sales (+57 %, compared to 2022) of the Swiss Travel Pass – the public transport travel card for foreign guests – shows that more and more US guests are also touring outside of groups. In other words, they are booking individual trips. We can score points here with our excellent infrastructure, short distances and variety of destinations.
