Visa, a global leader in digital payments and sponsor of UEFA Women’s EURO 2025, today releases new data revealing consumer spending patterns during the first week of the tournament. 

The number of travellers to Switzerland rose by 12% year-on-year during the opening week of the UEFA Women’s EURO: 

• Visa cardholders from Germany represented the largest year-on-year increase of visitors (+25%), followed by Poland (+25%), Netherlands (+25%) the UK (+20%), Italy (+15%) and France (+10%).  
• Zurich experienced a notable increase in international arrivals, led by French Visa cardholders (30%), followed by those from Germany (20%) and the UK (+15%). 
• International travellers to most smaller host cities in Switzerland increased significantly. Sion saw the highest increase (65%), followed by Thun (50%) and St. Gallen (30%). 

 Fans - Spending Behaviours  

• Visa Cardholders from countries participating in UEFA Women’s EURO 2025 spent over a quarter more (27%) on average year-on-year in Switzerland during the first week of the tournament.  
• The largest increase of overseas spend comes from Iceland with a nearly fivefold year-on-year increase, followed by Sweden (+70%), Poland (60%) and Finland (48%). 
• The most significant increases in spending levels in Switzerland were seen in restaurants (+35%) and on retail goods (+30%).  
• Contactless international purchases by Visa cardholders in Switzerland increased by 35% year-on-year. 

 Tournament Brings Positive Ripple Effect to Host Cities 

 Smaller Swiss cities hosting UEFA Women’s EURO 2025 matches experienced strong year-on-year growth in Visa cardholder spending, with notable increases in Sion and Thun (both +45%) and Bern (+25%). 

 Several key sectors benefited from this uptick in activity: 

• Restaurant spending nearly doubled in Bern (up 97%) and saw strong growth in Lucerne (70%) and Basel (60%). 
• Entertainment spending more than doubled in Sion (127%) and more than tripled in Thun (242%).  
• Transportation spending in Zurich also rose significantly, up 40%. 

Kim Kadlec, Chief Marketing Officer, Visa Europe commented:  “Visa’s new data demonstrates that the passion of fans for the UEFA Women’s EURO 2025 is resonating far beyond Swiss stadiums. Our insights from the first week of the tournament show a powerful ripple effect, with an increase in real-time consumer spending across industries and borders. At Visa, we’re proud to play a role in this momentum, that brings benefits to small businesses and economies. By working with our partners and delivering seamless, secure payment experiences, we’re helping fans stay focused on the moments that matter most - cheering on their teams and creating lasting memories.” 

This year, for the first time, Visa cardholders in Europe and the UK were able to use Visa Click to Pay to buy tickets online for the UEFA Women’s Champion League final and UEFA Women’s EURO 2025, making paying online as fast, convenient, and secure as paying using contactless in stores.