91.2 million Swiss francs in value added generated by ESC visitors

91.2 million Swiss francs. This is the total amount spent by attendees at this year’s Eurovision Song Contest, according to extrapolated self-reported data. This figure covers everything from hotel rooms, tickets and catering to travel to and from the event. The expenditure of the 90'000 event attendees represents a significant contribution to the event’s economic value creation. This is demonstrated by a study conducted by HWZ and Ticketcorner in collaboration with SRG/SSR, which recorded the spending of visitors at the ESC from 13 to 17 May 2025 based on a survey of all ticket purchasers. A total of 2'585 people took part.

International guests invested significantly

54 per cent of tickets were purchased by Swiss fans, while 43 per cent went to European visitors. The average spending figures are clear: Swiss attendees spent 697 francs per ticket, Europeans 1'332 francs, and guests from overseas as much as 1'945 francs.

With at least 57.6 million Swiss francs, the majority of the value creation remained in Switzerland. This clearly exceeded our expectations.

The largest cost item was accommodation, amounting to 25.8 million Swiss francs. International guests stayed for an average of just over four nights. Travel to and from the event accounted for 18.4 million francs, while catering costs totalled 8.7 million francs, and 4 million francs were spent on merchandise.

This detailed data is invaluable for understanding the Swiss market. We deliberately invest in such analyses because they provide transparency and help to better understand behaviour and value creation. This supports organisers and venues in planning more effectively and in sustainably unlocking new potential. Ultimately, this strengthens Switzerland as an event location.

Enthusiasm from all cantons

Swiss Eurovision Song Contest fans travelled from all 26 cantons. The regional distribution shows that 40 per cent came from north-western Switzerland, 20 per cent from Zurich, and 18 per cent from the Espace Mittelland. Satisfaction levels were consistently impressive: 95 per cent were fairly or very satisfied with the performances, 91 per cent with the organisation, and 89 per cent would attend such an event again.

75 percent of international guests stated that the ESC had increased the likelihood that they would visit Switzerland again.

SRG demonstrated world-class expertise

The study clearly shows that 80 per cent of respondents were aware of the central role played by SRG as the organiser. 95 per cent recognised its responsibility for the live broadcast, and 92 per cent acknowledged its role in producing the show. It is also noteworthy that SRF’s music projects for different age groups achieved awareness levels of between 12 and 22 per cent each—an indication of a lasting educational impact that extends beyond the event itself.

The combination of organisation and media impact has set new standards. 55 per cent of visitors posted on social media, potentially reaching 69 million followers worldwide. This is invaluable publicity for Switzerland.

The study was conducted between July and August 2025 and surveyed ticket-holding attendees of all nine ESC shows as well as the public viewing event.

The presentation materials for the study are available on request.