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Holland Women huddle during the Euro 2025 lucifer against France astatine the St Jakob Park connected July 13, 2025 successful Basel, Switzerland.
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The ongoing roar successful women's shot is delivering a tourism spending boost to Switzerland this summer, arsenic planetary visitors descend for the Euro 2025 tournament.
The fig of travelers to Switzerland accrued 12% year-on-year implicit the archetypal week of the competition, according to figures shared exclusively with CNBC by payments elephantine Visa based connected its cardholders. Visitor numbers from Germany, Poland and the Netherlands jumped 25%, arrivals from the U.K. roseate 20%, portion Italy and France saw upticks of 15% and 10%, respectively.
Spending meantime roseate 27% for the week starting July 2 crossed the country's big locations, which see Basel, Bern, Geneva and Zurich, arsenic good arsenic the smaller towns of St. Gallen, Sion and Thun.
Restaurant takings astir doubled successful Bern, arsenic spending connected amusement much than tripled by the picturesque lakeside shores of Thun, which hosted Norway v Iceland and Spain v Belgium past week. Retail goods spending successful Switzerland was up 30%, which Visa Europe's Chief Marketing Officer Kim Kadlec said showed the tournament's "powerful ripple effect, with an summation successful real-time user spending crossed industries."
Untere Schleuse woody span successful Thun, Switzerland. Visitor spending roseate 25% year-on-year successful the municipality successful July 2025 arsenic it hosted Euro 2025 women's shot matches.
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The show of packed large stadiums for women's shot matches — which are present expected passim Euro 2025 — erstwhile seemed a agelong mode off. The women's crippled lone started to go professionalized astatine a nine level, cardinal to wide endowment development, successful the 2010s.
Euro 2022, hosted by England, proved a landmark success successful presumption of scope arsenic much than a decennary of grassroots sporting investment, caller and expanded broadcasting deals, and accrued nationalist and media involvement came to fruition.
The astir 90,000-strong attendance for England's last against Germany astatine London's Wembley Stadium was the highest-ever for either a men's oregon women's Euro final, tourney summons income accrued astir fourfold to 60 cardinal euros ($70 million), and planetary live TV viewership soared to 365 million from 178 cardinal successful 2017 and 116 cardinal successful 2013.
Breakthroughs for the planetary crippled person besides included the equal wage deal agreed stateside successful 2022 by US Soccer, and a five-year rights statement with broadcasters Sky Sports and the BBC for the English Women's Soccer League starting 2025 which is acceptable to springiness unprecedented scope to matches. Those travel adjacent arsenic woody sizes and wide backing and viewership stay dwarfed by the juggernaut of the men's game, the world's most-watched sport.
Georgia Stanway of England scores her team's archetypal extremity during the UEFA Women's Euro 2025 Group D lucifer betwixt England and Wales astatine Arena St. Gallen connected July 13, 2025.
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New records are already being breached astatine Euro 2025 this year, with advance summons sales totaling 600,000 and selling retired 22 of 31 matches. Of those, 35% were purchased by planetary visitors, according to organizing assemblage UEFA.
"Already determination are 61,000 Germans, 41,000 English, 16,000 French, 15,000 Dutch and 5,000 American fans," Nadine Kessler, UEFA manager for women's football, said successful a connection past month.
"I deliberation we are astatine 114 nationalities and that's precisely what we privation – that's unheard of successful women's shot – and it shows we person taken the close lessons from England 2022."
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