UEFA Women's EURO 2025 visa analysis: Iceland fans top the way with CHF 560 spent per capita

Following the evaluation of the first week of the tournament, Visa, sponsor of UEFA Women's EURO 2025, presents the final analysis of consumer spending during the tournament in Switzerland¹. The results show, among other things, which host cities recorded the strongest growth – and which participating country had the most spending fans. During the entire tournament period, around 8% more international visitors came to Switzerland than in the same period last year. Swiss retailers were pleased with increased sales: guests from the participating nations spent more than a fifth more than in the previous year (+22%).

In absolute terms, people from France, Germany and the United Kingdom contributed the most to the total revenue and also account for the largest share of visitors from the UEFA Women's EURO 2025 nations. However, in terms of per capita spending by international guests, one nation surpassed the major European tournament nations:

Top 5 Countries by expenditure in Switzerland per capita:

1. Iceland: 560 CHF
   
2. United Kingdom: 306 CHF
   
3. Finland: 275 CHF
   
4. Poland: 249 CHF
   
5. Norway: 239 CHF
   

Among guests from Iceland, the average expenditure per capita in Switzerland increased by 68% compared to the previous year. All other participating countries also recorded an increase – just over 10% on average.

Small towns, big winners

The highest increases in spending by international visitors were recorded in the host cities of Thun (+46%), Sion (+43%) and Bern (+20%). In addition to spending, the number of international guests also increased the most in these three cities.

The economic success was also largely supported by the Swiss population: "Spending on domestic Visa cards rose by 16% during the tournament compared to the previous year," says Santosh Ritter, Country Manager, Visa Switzerland. Here, too, the largest revenue growth in Visa Payments was attributable to Thun (+34%), followed by Sion (+31%) and Bern (+26%).

Influence on individual industries

Looking at individual merchant categories, sales of Visa cards increased nationwide in the catering and retail sectors (around 23% each). Outliers include fast-food restaurants in Bern (+97%) or Geneva (+47%), spending on accommodation in Basel (+35%) or spending on transport in Zurich (+29%). Revenues in the entertainment sector (e.g. tourist attractions, leisure activities, etc.) increased most strongly in Thun (+143%), Sion (+108%) and Bern (+71%).

"When fans from all over the world and the local population celebrate together, it has a positive impact on the economy. Our data exemplifies how major events can help to spark positive consumer sentiment in the country. In addition to top sporting performances and sold-out stadiums, I will remember above all the rousing atmosphere - among fans as well as companies," says Santosh Ritter.