2025 summarized by figures

The end of the year is always a time to pause, look back and wrap up. For us at Lugano Convention & Exhibition, 2025 was an intense year, full of projects, relationships and concrete results that confirm the growth of Lugano as a destination in the business tourism sector. We have collected the key figures that tell the story of this journey. Here they are, clear, simple, but above all meaningful.

A year recounted... even offline

To mark the 50th anniversary of the Palazzo dei Congressi, together with the Division of culture of the City of Lugano, we have produced a book, an exhibition and a press conference dedicated to Lugano's convention centre, which continues to generate economic benefits for the entire business tourism sector. We also reported on the celebrations, aimed mainly at the local population, in three press releases.

Images that speak for themselves

In collaboration with our partners, we were able to shoot two videos to refresh our image database and showcase the event and congress facilities offered by Lugano Convention & Exhibition. We are particularly pleased that the video dedicated to sustainability was able to convey the ongoing commitment we share with our partners for the sustainable organization of events.

An increasingly strong digital presence

Between November 2024 and November 2025, the luganoconventions.com website was visited by 30,841 users and received almost 75,500 page views. Digital performance grew significantly: total users increased by 93% in one year, while new users doubled, a sign of rapidly expanding visibility. At the same time, page views also increased by 57%, indicating growing interest in the site's content. In particular, the section dedicated to sustainability, created in March 2025, generated 339 views. These figures confirm growing interest and a rapidly expanding digital strategy. With the continuous updating of content — particularly that related to sustainability — we are preparing to reach new milestones in the coming months. Equally exciting are the figures from the LinkedIn platform: the @luganoconventionexhibition company page has reached 796 followers, equivalent to an annual increase of 77%.

Relationships, visibility and networking

The acquisition of congresses continues, with local ambassadors playing a key role. Following the programme's inaugural event, more than 20 ambassadors are already actively participating. The programme will resume in 2026, with the first event already scheduled for early March. The acquisition is not limited to mobilising local resources, but also actively promotes the city of Lugano and its facilities. In 2025, it was possible to participate and present at four international events dedicated to promoting destinations for events and congresses in the B2B sector. Thanks to all these activities, this year we managed more than 31 dossiers in the Business Pipeline, of which 4 are now confirmed and 16 are currently still in progress.

A year of real progress

In short, 2025 was a solid, concrete year, filled with projects that built value for the destination and for our partners. It was a year that demonstrated how the combination of content, visibility, presence in the territory and relationships built over time can really make a difference. And now... we look forward to 2026 with enthusiasm, new ideas and the energy of those who still have a lot to say.