What is the TiCB and what does it do?
The Ticino Convention Bureau (TiCB) is the point of reference for those organising events or business trips in Ticino. Founded in April 2023 as a collaboration between the Ticino Tourist Agency, regional tourist organisations and some of the canton's main cities, the TiCB is responsible for promoting and developing business tourism (or business tourism). Its mission is to strengthen Ticino's attractiveness as a MICE (Meetings, Incentives, Conferences, Exhibitions/Events) destination through promotional activities, proactive event acquisition, structuring of the offer and collaboration with local partners. The concrete objective is to attract a growing number of events to the region.
What are the figures and trends for business tourism in Ticino?
According to data collected by the H-Benchmark platform, business tourism in Ticino accounts for 18.5% of occupancy in Ticino's accommodation facilities: almost one in five tourists visits the canton for reasons related to events or business travel. What makes this figure even more significant is the high economic capacity of MICE tourists, who generate an average daily expenditure of around 350 Swiss francs: almost double the average for leisure travellers, with positive repercussions for various players in the local economy.
Although no overall estimate of MICE-related economic activity is available at the cantonal level, the activities of the TiCB now make it possible to monitor at least part of the phenomenon more accurately. In 2024, requests processed by the competence centre alone generated an estimated economic impact of around CHF 5 million, a figure that represents only a fraction of the overall potential but highlights the importance of coordinated and specialised management of the sector.
What role does Lugano play in this area?
Lugano plays a leading role in Ticino's business tourism scene, thanks to its business focus and the quality of its MICE facilities. Among these, the Palazzo dei Congressi stands out as one of Switzerland's main conference centres, which the Ticino Convention Bureau is pleased to promote as part of the canton's wide range of MICE offerings.
Looking ahead, to further strengthen the competitiveness of the destination, it will be essential to have even more modern and versatile infrastructure, thereby expanding the range of events that can be hosted and consolidating the role of Lugano – and Ticino – in the MICE market at national and international level.
