Eurovision Song Contest 2025: 91.2 million francs added value
The 2025 Eurovision Song Contest in Basel generated 91.2 million Swiss francs in economic impact thanks to 90,000 visitors. A new study by HWZ Zurich University of Applied Sciences and Ticketcorner shows that international guests spent particularly heavily, with 75 percent saying they want to visit Switzerland again.
91.2 million francs. That's how much visitors to this year's Eurovision Song Contest spent in total, according to extrapolated self-reported figures. From hotel rooms, tickets and meals to travel to and from the event. The expenditure of the 90,000 visitors to the event is a key contribution to the economic added value of the event. This is shown by the study conducted by HWZ and Ticketcorner in collaboration with SRG/SSR, which records the expenditure of visitors to the ESC from May 13 to 17, 2025 based on a survey of all ticket buyers. A total of 2,585 people took part in the survey.
International guests invested heavily
54% of tickets went to Swiss fans, 43% to European guests. The average expenditure speaks for itself: Swiss visitors spent 697 francs per admission, Europeans 1,332 francs and overseas guests as much as 1,945 francs. "With at least 57.6 million francs, the majority of the added value remained in Switzerland. This clearly exceeded our expectations," says Prof. Dr. Claude Meier, Head of the Center for Research & Methods at the HWZ and head of the study.
At 25.8 million francs, overnight stays accounted for the largest cost block. International guests stayed an average of four nights. Travel to and from the event accounted for CHF 18.4 million, catering for CHF 8.7 million and CHF 4 million was spent on merchandise.
"This detailed data is worth its weight in gold in terms of market knowledge in Switzerland," says Oliver Niedermann, CEO of Ticketcorner. "We consciously invest in such analyses because they create transparency and help us to better understand behavior and value creation. This helps event organizers and venues to plan in a more targeted way and tap into new potential in the long term. Ultimately, this strengthens Switzerland as an event location."
Enthusiasm from all cantons
Swiss ESC fans traveled from all 26 cantons. The regional distribution shows: 40 percent traveled from northwestern Switzerland, 20 percent from Zurich and 18 percent from the Espace Mittelland. The satisfaction ratings are impressive across the board: 95% were fairly or very satisfied with the performances, 91% with the organization and 89% would attend such an event again.
75 percent of international guests stated that the ESC had made them more likely to visit Switzerland again.
SRG demonstrates world-class expertise
The study clearly shows that 80% of respondents were aware of SRG's central role as host. 95% recognized their responsibility for the live broadcast and 92% were aware of their role in the production of the show. It is also striking that SRF's music projects for different age groups each achieved an awareness level of 12 to 22% - an indication of a lasting educational effect that extends beyond the actual event.
The combination of organization and media appeal set new standards. 55 percent of visitors posted on social media, potentially reaching 69 million followers worldwide. That is priceless advertising for Switzerland.
The study was conducted between July and August 2025 and surveyed ticket-buying visitors to all nine ESC shows and the public viewing.
