Tourism Balance 2025: Record Year with 5.68 Million Overnight Stays

In total, 5,679,939 overnight stays were recorded in the hotels and spa establishments of Graubünden in the past year. This is an increase of 2.8 percent compared to the previous year, as shown by the accommodation statistics (HESTA) published today by the federal government. This is the best result since 2010, when 5.8 million hotel overnight stays were registered in Graubünden. Compared to 2019, the last year before the corona pandemic, growth is 8 percent. Graubünden also compares well on the Swiss level; nationally, 2025 achieved the record result with nearly 44 million overnight stays, an increase of 2.6 percent over the previous year.

Guest arrivals are also at a record high of 2.21 million. Not even in the record years of 1992 and 1993, when Graubünden recorded nearly 7 million overnight stays, were there close to as many guest arrivals. This means that today's average stay duration of 2.57 nights is significantly lower than in the past, and guests prefer more but shorter stays. 'The fantastic result of 2025 is thus the achievement of our partners and all stakeholders in tourism, whose services and quality are steadily growing,' says Martin Vincenz, CEO of Graubünden Ferien.

The tourism marketing organization promotes guest demand for qualitative growth. This was achieved in 2025, among other things, with nine marketing campaigns in collaboration with 35 alliance partners. Of particular importance is the joint long-haul market initiative with HotellerieSuisse Graubünden. The tourism year 2025 once again demonstrates that long-haul markets are currently the growth drivers in tourism. The high demand from the USA remains unchanged with an increase of 17.1 percent over the previous year. The UK (+11.7 %), Brazil (+20.5 %), the United Arab Emirates (+16.6 %), China (+5.1 %), Japan (+29.3 %), and India (+30.9 %) also continue to grow.

The largest share in Graubünden still comes from domestic guests. In 2025, they accounted for 3.57 million overnight stays in Graubünden hotels (+1.5 %). Thus, 63 percent of all guests in Graubünden come from the domestic market. According to the Tourism Monitor Switzerland, Zurich is the absolute leader in this regard (20% total share). 'Graubünden and Zurich have traditionally deep and strong relationships. We are delighted to be a guest canton at the Zurich Sechseläuten in April 2026, where we can once again celebrate together,' says Martin Vincenz.

Nearly half of all overnight stays occur in the two destinations of Engadin St. Moritz and Davos Klosters (Engadin St. Moritz: 1.77 million, Davos Klosters: 1 million). The excellent result from the previous year could be increased once again. In general, the vast majority of destinations in Graubünden saw an increase in overnight stays in 2025. This includes destinations such as Scuol Samnaun Val Müstair (+2.6 %), Flims Laax (+3.5 %), Chur (+7.3 %), Surselva (+8.5 %), Val Poschiavo (+8.5 %), and Val Surses (+6.7 %).

The current figures from the 2025/2026 winter season and forecasts for the current year are equally positive. A further slight growth is expected. In the nearer and also medium-term future, a steadily increasing global travel desire is anticipated, which will benefit Graubünden tourism. However, global economic and political developments remain uncertain, which can have a strong and direct impact on the travel industry at any time.

Graubünden Ferien
Luzi Bürkli
Head of Corporate Communications
Tel: +41 81 254 24 35
luzi.buerkli@graubuenden.ch

Editor's note: Image rights belong to the respective publisher. Image rights: Graubünden Ferien