Visa analysis of Swiss winter sports shows 10% growth and high digital affinity

Swiss winter tourism is showing positive growth. New VisaNet data from Visa Consulting & Analytics (VCA) reveals a 10% increase in spending in Swiss ski resorts. At the same time, a representative survey underscores the high level of digital competence among the Swiss population, reflected in high card usage and affinity for AI. These findings reinforce Switzerland's strength as a tourism destination in a competitive market.

Switzerland in a European winter sports comparison

The consumer survey commissioned by Visa allows for a direct comparison of winter sports nations. It clearly shows that Switzerland plays a leading role in several key categories:

Home advantage as a foundation for Switzerland's success: For Swiss residents, their own country is the preferred destination for winter holidays (73%). The main reason for this is the proximity to the destinations (44%), followed by the high resort quality (36%).

Leaders in digital payments: 71% of respondents use cards as their primary payment method at their holiday destination, putting Switzerland ahead of Germany (61%) and Austria (64%). The high usage of mobile wallets (33%) further underscores this digital affinity.

High optimism for the Winter Games: 81% of Swiss people see a positive economic effect from the upcoming Milano Cortina 2026 Olympic and Paralympic Games, a higher figure than in Germany (77%), Austria (70%) and France (80%).

Spending growth in Swiss ski resorts:

The strong positioning leads to positive local economic effects, as an analysis of VisaNet transaction data demonstrates: Spending in Swiss ski resorts increased by 10% in the 2024/2025 winter season compared to the previous season (2023/2024). In peak weeks, revenue was almost three times higher than the national average.

“The data confirms the enormous economic importance of winter sports for Switzerland. We are holding our own exceptionally well in the competitive European environment, supported by the loyalty of the Swiss people and their high level of digital literacy,” explains Santosh Ritter, Country Manager for Switzerland and Liechtenstein at Visa, in context. “With the upcoming Milano Cortina 2026 Olympic and Paralympic Games, it is particularly gratifying to see that a major event motivates the population not only in Switzerland, but throughout Europe.”

Digitalization is shaping winter holidays

Digital transformation is shaping modern winter holidays, with Switzerland demonstrating a high level of digital affinity: According to a Visa survey, almost half of Swiss citizens (48%) already use artificial intelligence for travel planning, primarily to save time. This places Switzerland in the upper middle range of European countries and makes it more digitally savvy than its immediate neighbors Austria (42%) and France (41%). This demand for digital convenience extends seamlessly to payment methods, as Switzerland, along with France, is among the European leaders in card usage at holiday destinations, underscoring the market's digital maturity.

Outlook on the Milano Cortina 2026 Olympic and Paralympic Winter Games

The survey commissioned by Visa also underlines the positive impact of the Milano Cortina 2026 Olympic and Paralympic Winter Games: 57% of Swiss people feel inspired to do more sport by the Games and a large majority of 81% expect a positive boost for the entire industry.

Visa has been the payment technology partner of the Olympic Games since 1986 and of the Paralympic Games since 2002. Over the past four decades, Visa has continuously evolved its role, driving innovation, access, and impact at every edition of the Games.

Visa is enabling contactless payments on public transport and in ski resorts in Northern Italy. The payment technology provider is thus supporting the digitalization of more than 50 winter sports destinations and promoting sustainable growth for local businesses. When the Winter Games were last held in Italy two decades ago, Visa worked with local card issuers and partners to expand card payment acceptance and introduce chip and PIN technology. This allowed fans to pay conveniently and securely on the slopes, while simultaneously enabling local businesses to fully leverage the Games' potential.

http://www.visaeurope.ch/