Overnight stays by region and market reveal distinct demand patterns that can be leveraged to steer guest demand and strengthen year-round tourism.
Steer guest demand
The chart shows how regions can be leveraged to steer guest demand in certain months
Regions
- Ticino has the highest seasonal fluctuation (winter low – summer high), followed by Grisons and Valais – typical mountain regions with strong seasonality.
- Urban regions have the flattest seasonal curves – Geneva and Zurich Region maintain a relatively stable demand year-round
- Basel Region stands out as the only region peaking in December
- November is the universal low point among almost all regions, except Ticino, Fribourg, Jura & Three Lakes & Aargau Solothurn, where January is the lowest month
Year-round-tourism
The charts show, which markets are ideal to strengthen year-round-tourism.
European markets – Key takeaways
- Off-season share (spring & autumn) is highest in Austria and France, lowest in BeNeLux and Nordics
- Summer peak (Jul/Aug) dominates all markets, but seasonality varies widely across countries
- Austria, Switzerland & Germany show strong winter season demand (Jan/Feb), reducing seasonal imbalance
- Southern markets (Italy, Spain & Portugal) are heavily summer-weighted with a secondary December peak.
Overseas markets – Key takeaways
- India, SEA, and South Korea lead with over 50% of their overnights falling in the off-season months, follower by Canada (49%) and China (47%)
- India peaks in May and June, Brazil peaks in January (Southern Hemisphere summer), SEA peaks in December
- GCC (36%) and Japan (39%) have the lowest off-season share and GCC being the most volatile market (peak in August)
- South Korea stands out with an unusual October peak and a sharp Nov/Dec drop-off — unlike any other marketUSA dominates in absolute volume (peaking at ~500k overnights in July), accounting for 37% of total overseas demand