A survey commissioned by Switzerland Tourism shows that autumn is establishing itself as a full-fledged holiday season in Switzerland: mild temperatures, calm and less-crowded places attract many travellers — who sometimes refuse to reveal their favourite addresses.
Key figures from the survey
A representative study carried out by the Innofact institute on behalf of Switzerland Tourism, from 3 to 11 September 2026, interviewing 5,055 people (including 1,005 in Switzerland), highlights a strong interest in autumn getaways.
According to the survey, 70% of respondents plan at least one autumn trip this year involving at least one overnight stay. Among Swiss respondents who are considering travelling, about a quarter say they intend to stay in their own country.
Popular destinations and kept-secret tips
Among cited Swiss destinations, Ticino comes first (12.9% of mentions), followed by Graubünden (5.7%), then Valais and the canton of Zurich (5.3% each). In total, 95 locations were proposed as “insider tips”, seven of which are outside Switzerland. At the cantonal level, Graubünden accounts for 28.5% of mentions, Ticino 20%.
Many suggestions concern small, lesser-known places — for example Selma and Tinizong in Graubünden, Curzútt and Val Colla in Ticino, or Evolène in Valais — all “gems” off the main tourist flows.
Secrecy as a choice
Notably, 28% of people surveyed in Switzerland refuse to disclose their favourite autumn spot. Among the others, 24% share a favourite, while about 48% say they do not have one. This discretion is explained by the very appeal of the season: the search for tranquillity and less-crowded sites.
Temperatures, calm and hotel occupancy
Weather plays a decisive role in autumn’s popularity. In Switzerland, 52.5% of respondents cite “pleasant temperatures” as the main advantage of autumn compared with summer; this proportion rises to 66.8% in the United States. The desire for calm is also strongly expressed: 40% of Swiss consider that there are “fewer people” in autumn, compared with 33% on average across the five surveyed countries.
On accommodation, an analysis of gross hotel room occupancy rates from 2018 to 2025 shows that for the autumn period (September to November) of 2025, the national occupancy rate was 49.4%, versus 62.3% in summer. These figures confirm that autumn is developing as a tourist season but remains less busy than summer.
A campaign to develop demand
Switzerland Tourism has launched an autumn campaign mainly targeting Germany, France, the United Kingdom, the United States and Switzerland. This initiative brings together 85 partners from destinations and the economic sector, an unprecedented number for this season.
The approach is based on the “Travel Better” philosophy, which seeks to better distribute tourism demand throughout the year and to highlight less-visited places.
- Extending the season: some cable cars are lengthening their operating periods.
- Events: gastronomic events such as the Bénichon (Fribourg) and the “Festa d’autunno” (Lugano) showcase the season.
- Media actions: dedicated autumn trips for journalists, tour operators and content creators from the 21 markets monitored by Switzerland Tourism.
What this means for visitors
For those seeking colourful nature, sparkling lakes and less-crowded trails, Swiss autumn appears attractive. The figures show growing interest but also room for further development, especially abroad, where awareness of the shoulder season’s assets remains uneven.
“While many Swiss people already know the advantages of the autumn season in their own country, there is still room for growth in the main source markets. That is why Switzerland Tourism continues this year to systematically promote the beauties of autumn, both in Switzerland and abroad.
The online survey was conducted from 3 to 11 September 2026 by Innofact for Switzerland Tourism with 5,055 people aged 16 to 79 distributed as follows: Switzerland (n = 1,005), Germany (n = 1,006), France (n = 1,008), United Kingdom (n = 1,007) and United States (n = 1,029).
The hotel occupancy data cover 2018–2025, comparing autumn (September–November) and summer across the country. In case of discrepancies between sources, the article relies on figures published by Switzerland Tourism and the analyses cited in the press release.
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