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Q&A: Michel Cavadini, head of foreign markets – country manager UK

Email: michel.cavadini@ticino.ch

Phone number: +41 918 215 336

What type of client will enjoy Ticino? 

Primarily individuals aged 30 and above, especially young families and elderly couples who wish to explore Ticino’s main attractions and cities, delve into its history, experience its traditions and nature. Ticino features the Italian lifestyle, enhanced by renowned Swiss quality and fair prices. It offers a diverse range of accommodation: from camping places to luxurious hotels, urban settings or nature-immersed locations. Guests can also enjoy delicious cuisine and a mild, pleasant climate.

What’s the best way to get to Ticino from the UK and Ireland?

You can fly into the international airports of Milan Malpensa or Zurich. From either airport, Ticino is less than two hours away by direct, frequent trains. Traveling by train is well worth it – you save on parking fees, avoid traffic, and get to enjoy the scenery along the way! In the region, we encourage visitors to forgo private transportation. That’s why the Ticino Ticket is automatically provided at check-in at hotels, youth hostels and campsites. This ticket grants visitors free access to public transportation throughout the region during their stay, plus a 20-30% discount on major tourist attractions.

Find out more about the Ticino Ticket

(credit: Ticino Turismo / Alexandre Zveiger / from Switzerland Tourism)

When is the best time of year to visit Ticino?

The tourist season begins at Easter, with the spring period from April to June offering mild weather, blooming flowers and full opening of facilities. The summer months of July and August mark the peak season, with numerous events, lake activities and cycling opportunities. Autumn brings beautiful months with still-pleasant temperatures: September and October are perfect for outdoor activities, festivals and wine-related gastronomic and traditional celebrations. Winter is ideal for those seeking tranquility and mild temperatures, while Christmas features charming markets and festive activities. The spring and autumn months offer greater availability and lower prices, providing the best value for money.

More on seasons in Ticino 

What are the top things to do in Ticino?

Explore Bellinzona’s rich history and its three majestic castles: Castel Grande, Montebello and Sasso Corbaro. All three castles have been recognised as Unesco World Heritage Sites. Don’t forget the vibrant Saturday market in Bellinzona’s charming historic centre, where visitors can savour and purchase a variety of delicious local products. 

Ascona, known as the “pearl of Lake Maggiore”, has transformed from a humble fishing village into a captivating town full of charm. Visitors can wander along its scenic lakefront promenade and through its picturesque narrow streets.

Ascona is also home to the only tea plantation and the northernmost rice plantation in Europe! Suggest taking a stroll through the serene tea garden on Monte Verità and enjoying a freshly brewed cup of tea in the tranquil tea room or the garden, with breathtaking views of Lake Maggiore.

Recommend hopping on a boat from Locarno or Ascona and setting sail for the stunning Brissago Islands, often called the “floating gardens”. Here, visitors will discover an extraordinary botanical park where plants from five continents thrive, creating a lush and diverse landscape.

Just a short stroll from Lugano’s vibrant city centre lies Parco Ciani, a must-see destination for visitors and often hailed as one of the most beautiful parks in Switzerland.

Discover Morcote, one of Switzerland’s most beautiful villages and lovingly referred to as the “Pearl of Ceresio”. This enchanting village boasts charming narrow alleys, the elegant arcades of historic patrician homes, the exquisite Scherrer Park and the tranquil lakeside.

How about embarking on a scenic boat excursion to Gandria, a picturesque village nestled on the shores of Lake Lugano? The town’s traffic-free centre is an oasis of peace, with its charming narrow streets and stairways that reveal stunning views and breathtaking landscapes.

Pitch an unforgettable journey onboard a charming cogwheel train to the summit of Monte Generoso, where breathtaking panoramic views and a rich variety of alpine flora and fauna await. At the peak, visitors will be greeted by the iconic Fiore di Pietra, a stunning architectural masterpiece designed by world-renowned architect Mario Botta.

Suggest exploring the extraordinary Monte San Giorgio, a Unesco World Heritage Site famous for its wealth of fossils, which date back over 200 million years. Visitors can delve deeper into its fascinating history at the Fossil Museum in Meride.

Dining at a traditional grotto, one of Ticino’s most charming and authentic types of restaurants, promises simple taverns tucked away in peaceful, shady spots beneath the trees. Here, clients can savour hearty dishes made with the finest local ingredients.

Ticino’s Food and Wine Tour is a guided journey through the historic town centres of Bellinzona, Locarno, Lugano or Mendrisio. Visitors can immerse themselves in the authentic tastes of Ticino, including the region’s renowned Merlot, and stroll through the most picturesque streets and hidden corners to uncover fascinating stories and local legends along the way.

Are there any hot hotels agents should have on their radar?

Ticino offers a wide variety of accommodation, catering to every preference – from elegant hotels to simple-yet-cozy youth hostels, and from lakeside camping sites to unique rooms immersed in nature. The latest openings include:

Dorint Resort & Spa Locarno/Riazzino

Strategically situated with excellent direct connections to Locarno, Bellinzona, Lugano and Milan Centrale, this hotel offers both convenience and comfort, regional delights at the all-day dining restaurant as well as an outdoor pool, whirlpool, massage services, plus indoor and outdoor playgrounds. 

Hampton by Hilton Locarno

A pet-friendly hotel located just 2km from the heart of Locarno and Ascona, offering the perfect blend of comfort and convenience. Guests can enjoy on-site amenities such as a modern fitness centre and eight EV charging stations.

B5 Boutique Hotel Lugano

Inside this modernised building, guests will encounter an original exposed wall, allowing them to experience the rich history of the hotel from within. Art is showcased throughout, creating a gallery-like atmosphere.

Which events or festivals in Ticino can agents use as a selling point?

There’s a wide range of celebrations that take place throughout the year: