LUGANO REGION
LUGANO REGION
A city boasting a magical blend of Italian, Swiss, and Mediterranean influences, Lugano is an enchanting utopia nestled within a cocoon of striking natural vistas
WRITER: ED BUDDS | PROJECT MANAGER: MANTĖ KALINAUSKAITĖ
Tucked away in southern Switzerland’s Italianspeaking Ticino region, Lugano is a lakeside city of Mediterranean flair and awe-inspiring Alpine beauty.
The location’s spectacular blend of Italian culture and Swiss precision is evident in its cuisine and architecture, whilst Lugano’s relaxed yet sophisticated atmosphere makes it an idyllic oasis for a serene retreat.
The biggest city in the Ticino area, Lugano enjoys a tranquil location at the foothills of the Alps, with the towering peaks of Monte Brè and Monte San Salvatore framing the glistening banks of the city’s glacial lake.
A place that captivates with its stunning views and visual delights to take your breath away, Lugano is bursting with a plethora of seasonal, cultural, historic, and adventurous activities and attractions to indulge in.
Whether you’re a sports enthusiast, foodie, or eager explorer, every wondrous corner of this city has something unique and fresh to offer.
The scenically enticing Lake Lugano, situated between the southern tip of Switzerland and the Italian border, is the perfect
location for taking in the jaw-dropping panoramic landscape.
Stroll through the Sentiero dell’olivo (Olive grove trail), which passes through Mediterranean vegetation and the remains of ancient olive plantations as well as newly-planted trees that have been reintroduced.
For a relaxing way to take in the spectacular mountain scenery, take a boat trip out onto the lake on one of the many tours, basking in the warm Mediterranean climate that wraps its warm glow around visitors all year round.
Elsewhere, Lugano possesses an extraordinary heritage just waiting to be discovered, ranging from religious buildings and ancient residences to contemporary structures intricately pieced together by internationallyrenowned architects.
If, on the other hand, you are looking for tradition in its most authentic form, visit one of Lugano’s numerous food hotspots. For every palate, the region’s restaurants are waiting to be savoured, serving traditional cold cuts, valley honey, polenta, risotto, stew, and other dishes that strictly follow regional culinary traditions.
Industry Insights
Lugano Region
We speak to the Director of Lugano Region, Massimo Boni, about the organisation’s new initiatives, exciting future plans, and the area’s unmissable and undeniable appeal
Outlook Travel (OT): Firstly, can you talk us through the origins of Lugano Region and its vision?
Massimo Boni, Director (MB): Lugano Region has its roots in over 130 years of history, beginning with the founding of “Pro Lugano,” the city’s first tourism organisation.
Since then, our institution has evolved to comply with the new tourism law introduced in 2014. The Ente Turistico del Luganese is one of the four regional tourism organisations (RTOs) in the Canton of Ticino and is a public law corporation. Lugano Region is the brand name under which we present ourselves to the public.
Lugano Region’s mission is to enhance the value of the territory and welcome visitors. As a destination, we aim to become the leading point of reference in Southern Switzerland in three strategic areas – Sports and Nature, Art and Culture, and Food and Wine. Our goal is to offer a complete, authentic, and innovative tourism experience, designed for the traveller of tomorrow.
OT: What are the current goals for Lugano Region as a Destination Marketing Organisation (DMO)?
MB: With a team of over 50 staff members, Lugano Region is responsible for promoting and marketing the tourist offering, developing tailormade experiences for visitors that highlight the region’s assets, providing tourist assistance and information, maintaining the regional network of hiking and mountain biking trails, funding events, and managing tourist taxes.
OT: How do you market the Lugano region as a destination?
MB: The promotion of the destination is based on a wellstructured and comprehensive strategy implemented across our target markets. These consist of a balanced mix between the Swiss domestic market – which accounts for around 50 percent of our overnight stays – and international short and long-haul markets.
From a strategic perspective, several operational areas within the RTO contribute to this approach. The “Destination and Product Development” department is responsible for identifying new opportunities to expand and enhance the tourism offering, working closely with local partners.
The “Brand” department manages the visual identity and positioning of the Lugano Region, ensuring consistency and recognisability of the tourism product. Lastly, the “Marketing” and “Communication” departments are tasked with promoting and communicating the destination across strategic markets and towards key target audiences.
Our strategy focuses on developing integrated offerings that actively engage local stakeholders with the goal of delivering authentic, sustainable, and all-encompassing experiences. This approach allows us to showcase local excellence and respond precisely to the needs and expectations of today’s travellers.
OT: How do you promote off-season travel?
MB: One of Lugano Region’s strategic milestones is the de-seasonalisation of the tourist offering. The goal is to make the destination attractive year-round, ensuring more consistent tourist arrivals throughout the year.
“LUGANO REGION MUST CONTINUOUSLY RENEW ITS OFFERINGS AND INVEST IN INNOVATION, SERVICE QUALITY, AND THE PROMOTION OF ITS UNIQUE IDENTITY AND STRENGTHS”
- MASSIMO BONI, DIRECTOR, LUGANO REGION
For several years, we have been actively working in this direction, on the one hand by promoting cross-seasonal experiences that encourage visitors to explore the region beyond the traditional peak periods and on the other by fostering new synergies at both territorial and sectoral levels.
OT: Are there any interesting projects in the pipeline you wish to highlight?
MB: One of Lugano Region’s priority projects is the development and promotion of mountain bike and gravel bike trails and resources, which retains a strong appeal for a specialised and passionate audience.
At the same time, Lugano Region aims to strengthen its attractiveness to families by actively collaborating with local operators to design and implement tailored experiences that meet the needs of this target group.
OT: Why, in your opinion, should someone visit the Lugano region?
MB: Lugano is the ideal destination for those seeking an authentic and diverse experience. Its mild climate makes it appealing year-round, and its central location in the heart of Europe ensures easy access from both the north and south.
Our Mission
Helicopter and Private Jet transfers are our business, life, and passion. The Team consists of highly qualified professionals ready to help you to reach any destination worldwide. Simply advise your point and time of departure/arrival, number of people, jet preference, and/or helicopter type (single or twin engine).
We work to meet your needs and preferences and within a short period offer you competitive solutions on single and multiple-stage transfers that will get you from door to door safely and efficiently, relaxed and in style. Private jet transfers to any point in Europe, Middle East, the USA, or Asia, helicopter flights in Switzerland, Italy, and within Europe. Safety, comfort, and privacy, along with a dedicated service have consolidated the success of Air-Dynamic throughout the years.
Private Helicopter Flights
A Helicopter transfer is the best solution to get across the Swiss Alps or to an island like Capri fast and comfortable without stopovers or traffic in Swiss mountain roads or in the famous Amalfi Coast. We guarantee the best prices for any kind of helicopter flight or transfer and all inclusive service without additional invoices after the fact. Be it for vacation, holiday or business.
Private Jet Flight
Today, Air-Dynamic organizes scheduled and chartered jet transfers for individuals as well as for larger groups. Heavy jets such as the Falcon 7X, Challengers 850/605 and Legacy 600 for longer flights or smaller, practical yet comfortable jets such as the Cessna Series for shorter distances. Due diligence, constant research and tracking of the market allows us through proper planning, a superior alternative solution to what would otherwise be considered as a regular transfer at a competitive price. The objective on every occasion is value for money without compromise.
Sale, purchase and management of aircraft
Aircraft Purchase Consulting and Sale
• Advice and selection of the most suitable aircraft to each client’s need based upon their budget, geographical position and objectives
• Legal and Fiscal Consultancy
• Financing Advice and Support
• Preparation of Business Plans
Aircraft Management
• Flight Planning
• Provision of CAMO solutions
• Management solutions
Off-Shore Private Yacht
Whether you’re looking for the quickest form of transfer from ship to land, or you want to go from your anchored yacht to a stunning inland location, a helicopter is a great addition to your life on board.
We provide ad-hoc or seasonal helicopter services worldwide for your yachts with the latest engines from the world’s top manufacturers with examples from Bell, AgustaWestland, Eurocopter and Sikorsky.
We offer highly qualified and trained offshore pilots for your daily and seasonal charters. There we take care of all aspects, including logistics, scheduling, emergency service and availability 24 hours a day, 24 days a week, 7 days a year, which allows you and your guests to focus solely on enjoying the trip. We are able to operate anywhere.
CONCIERGE TEAM SERVICE
Our Concierge Team Service also organizes for you:
• Consultancy for yacht rental and purchase
• Luxury car rental
• Any land transfer
• Booking of Hotels and Villas
• Catering service
ADDRESS
Via Aeroporto 15, Lugano Airport Main Terminal – 6982 Agno
PHONE
World: +41 91 605 33 06 Italy: + 39 340 175 1432
UAE: +971 551 3737 00
OPENING HOURS
Monday-Friday: 9:00 – 18:00 Saturday: 11:00 - 17:00
The region boasts spectacular landscapes and a wide range of outdoor activities including over 900 kilometres (km) of hiking trails, 400km of mountain biking routes, four scenic peaks with cable cars, and the enchanting Lake Lugano, which is dotted with picturesque villages.
Art and culture lovers will also find plenty to enjoy, from LAC Lugano Arte e Cultura, a modern cultural hub hosting internationally acclaimed events, to numerous museums ranging from contemporary art at the Museo d’Arte della Svizzera italiana (MASI Lugano) to the literary charm of the Hermann Hesse Museum in Montagnola.
Finally, the local food and wine scene is sure to delight every palate. From traditional grotti, nestled in nature and perfect for tasting regional specialties in a warm, rustic setting, to gourmet dining at Michelin-starred and Gault Millau-awarded restaurants, where local cuisine is reimagined with contemporary flair and finesse.
Completing this sensory journey are the many local wineries offering tastings of the region’s renowned Ticino Merlot.
OT: What are some of the region’s most unique landmarks?
MB: The Lugano region stands out for offering a wide variety of experiences within a relatively small area,
combining nature, sports, culture, and gastronomy in a unique way.
Swissminiatur is a fascinating open-air museum opened in 1959, featuring over 128 famous Swiss buildings and monuments scaled at 1:25. Amongst miniature trains, cable cars, boats, and highways, you can take a journey across Switzerland in less than an hour.
To the north of the region, Monte Tamaro and Splash and Spa offer the perfect blend of adventure and relaxation for the whole family,including scenic hikes, ziplines, mountaintop playgrounds, and at the end of the day, water slides, thermal pools, and wellness areas.
Whilst in the Malcantone and Capriasca sub-regions, in addition to numerous hiking trails through nature, hills, and picturesque villages, you’ll find incredible vineyards where you can taste the excellent Ticino Merlot, as well as local farms producing cheeses, cured meats, and honey.
OT: What trends are transforming the tourism industry in the Lugano region and how are you utilising them?
MB: One of the main trends transforming tourism is the shift in how visitors access and consume information. To respond to this evolution, we inaugurated our new Info Point a year ago, built around the concept of hospitality and information with an integrated and highly digital approach.
In addition to traditional tools, tourist information in the region is now accessible through constantly updated online platforms and interactive tools. These allow visitors to quickly, intuitively, and personally access relevant content both during the trip planning phase and throughout their stay.
OT: Finally, what challenges does the tourist industry in the Lugano region face?
MB: Like other destinations, we face a range of complex challenges, many of which are linked to external economic and geopolitical factors that can significantly affect international mobility and travel behaviour.
In this context, one of our strategic priorities is the diversification of our target markets, with the goal of building a balanced portfolio between the domestic market – which remains our primary source – and short and long-haul international markets. This approach allows for a more even distribution of tourist flows over time and
across the territory, reducing dependence on individual markets.
Additionally, the global tourism sector is becoming increasingly competitive, driven by greater accessibility and the widespread availability of information for travellers. To remain attractive, Lugano Region must continuously renew its offerings and invest in innovation, service quality, and the promotion of its unique identity and strengths.
Tel: +41 58 220 65 00 info@luganoregion.com www.luganoregion.com
Dive into Paradise
Where wellness meets adrenaline-fuelled fun
Located just minutes from Lugano, Switzerland, in the enchanting foothills of Monte Tamaro, Splash e Spa Tamaro is a water park and wellness centre whose impressive footprint spans over 12,000 square metres.
Open 365 days a year and conveniently located for travellers hailing from both north and south, the destination caters for guests from all over the world.
Offering a chance to relax and rejuvenate alongside opportunities for adrenaline-fuelled fun, Splash e Spa Tamaro is a place where guests of all ages can enjoy themselves.
PRIORITISING WELL-BEING
Featuring a vast and meticulously designed multi-storey spa and wellness centre, Splash e Spa Tamaro invites you to calm your mind and soothe your body.
A lavish range of saunas, tranquil pools, Turkish baths, hammams, and relaxation rooms are on offer, alongside
an extensive list of spa treatments and massages to help guests feel truly recharged.
The comprehensive sauna options available are enough to impress even the most frequent spa-goer.
The salt sauna’s ionising walls of Himalayan salt rejuvenate the skin, whilst the clay sauna retains heat to warm the muscles. Meanwhile, the chestnut sauna, built from timber sourced from neighbouring Ticino, enjoys a unique and refreshing aroma, as does the traditional Nordic outdoor sauna where infusion ceremonies take place.
After experiencing the steam of the saunas, guests can utilise the cold plunge pool, snow room, or ice fountain to cool off, boosting circulation, toning the skin, and strengthening blood vessels. In addition, an iodine brine pool supports bodily healing and recovery. Immersive Hammam rituals are also available at the resort’s Turkish baths, including the relaxing Sogukluk, the purifying and fragrant Bingül, and the tranquil Sicalick – complete with underwater music.
Finally, a relaxing suino di sole (sound of the sun) room is a serene space
to rest and channel your inner peace, accompanied by calming music by Franco Mussida.
ADRENALINE-FUELLED FUN
Home to one of the best water parks in Europe, Splash e Spa Tamaro welcomes children and adults alike to experience endless adventures and thrills in the water.
Featuring seven state-of-the-art slides – including the tantalising pitch-black Black Night, the exhilarating sheer drop of Gravity Killer, and the sharp curves of Mania, amongst others – excitement is guaranteed.
The newest additions, Cannon Bowl and Twister, have added even more opportunities for adrenaline-fuelled fun.
Splash e Spa Tamaro’s numerous heated pools offer a vast range of features, including 80 water jets, hydromassage loungers immersed in water, and a swimup pool bar where discerning guests can relax whilst sipping their favourite cocktail.
Or perhaps you’d prefer to ride the waves at the state-of-the-art wave pool, where waves can reach up to a metre high? The pièce de resistance is the outdoor pool, accessible from the
terrace, complete with water jets, hydromassage, and a solarium that enjoys stunning panoramic views of the surrounding Ticino mountains.
FIRST-CLASS FITNESS
Offering the complete package, Splash e Spa Tamaro also houses a fitness centre where guests can undertake personalised fitness programmes prepared by qualified personal trainers. Meanwhile, modern isotonic and aerobic fitness equipment ensures optimum safety and performance, recognised by the major Swiss health and safety organisation, QualiCert.
A comprehensive timetable of fitness classes, including yoga, Pilates, pole fitness, and HIIT, allows guests to exercise in a manner that suits them.
New for 2024, a Reformer Pilates option – available as a private, semi-private, or group class – provides countless health benefits, such as muscle strengthening, improved posture, and the alleviation of discomfort and pain.
The all-inclusive ‘Fit’ membership option will grant subscribers year-round access to the Splash, Spa, and Fitness areas as frequently as they desire.
SUSTAINABLE TO THE CORE
As a company with deep respect for its surroundings, Splash e Spa Tamaro is proud to operate in a sustainable way, reflected in its prestigious Quality, Environment, and Safety (QAS) certification.
Its deep commitment to environmental protection is evidenced through the use of 100 percent natural and locally sourced energy, enabled by a biomass boiler onsite, which is fuelled by wood from the surrounding area.
By recovering heat from the boiler’s exhaust fumes, recycling water, and utilising fresh spring water for drinking, Splash e Spa Tamaro has been able to reduce its overall energy consumption by 20 percent.
housing each area of the resort are clad in Teflon to prevent heat loss.
All of this has led to Splash e Spa Tamaro being awarded a Level III Swisstainable accreditation – the highest possible ranking –demonstrating its genuine commitment to sustainability.
Meanwhile, each heated water slide is thermally insulated, and the domes 0041
RECOMMENDS
Eat:
FOR PRESTIGIOUS FINE DINING...
The restaurant will re-open in a new location in the centre of Lugano. Ristorante META brings together all the values of the local gastronomic experience in a single aesthetic setting. Combining technique with experience, emotion with culture, aesthetics with creativity, Ristorante META offers surprising cuisine, characterised by the use of excellent raw materials in a harmonious blend of Mediterranean tradition and sensational exotic notes.
Do:
FOR PRIVATE JET AND HELICOPTER FLIGHTS...
Air-Dynamic is ready to satisfy all your wishes and needs, both for the rental of a private jet or helicopter, alongside everything you need before and after the journey.
Security, comfort, and privacy, together with an extremely high level of service, are the values that have ensured and consolidated the success of Air-Dynamic.
The company’s experience and elite network guarantee competitive rates, emergency plans, and the comprehensive organisation of all logistics.
State-of-the-art luxury and comfort await as AirDynamic organises private flights for either business or pleasure over both long and short distances.
Customers can choose the best private jet from a wide range of aircraft, including turboprop aircraft,
entry-level, light, and super-light jets, mid-size and heavy jets, or VIP airlines also suitable for flying over the Atlantic.
Air-Dynamic’s role as an aviation service provider connects its clients with major aircraft manufacturers. The company works closely with Dassault Aviation, Cessna, and Pilatus Aircraft, meaning it smoothly organises factory visits, test flights, and aircraft demonstrations, and can arrange meetings directly with their sales teams.
From this point on, you have complete control of your purchase, involving no middlemen, and your aircraft will be delivered to your exact specifications.
The company also organises any additional services you may require, including concierge requests like permits, custom modules, car transfers, hotel accommodation, catering with a flight attendant on board, VIP and wheelchair assistance, bodyguards, hotel reservations, private yacht bookings, and more.
Air-Dynamic invests unrivalled energy, passion, and expertise into finding unique solutions for each customer.
FOR SPLASHTASTIC FUN AND WELLNESS...
Splash and Spa Tamaro offers the ultimate convergence of water-based fun and wellness. Featuring some of the most thrilling water slides in Europe, the park offers buckets of fun for all ages in the splash area, alongside jacuzzis, wave pools, and a chance to enjoy refreshments at the picturesque pool bar.
For a more serene experience, pamper yourself in the luxurious and stylish spa, calming your mind and soothing your body in a lavish range of saunas, Turkish baths, hammams, relaxing pools, and quiet rooms.
This all-encompassing wellness experience is the quickest way to help you feel rested, recharged, and rejuvenated.
Sleep:
FOR THE CHARM OF A BYGONE ERA...
The Grand Hotel Villa Castagnola is a 5-star luxury hotel in Lugano and enjoys a privileged position inside a large sub-tropical park, with a beautiful view towards the lake.
Once the home of a noble Russian family, the impressively elegant mansion was transformed into a villa in 1885.
The “Dolce Vita” on Lake Lugano Exclusive cruises
Style and Beauty on a typical Mediterranean wooden boat
Sail with Blume-Cruise and indulge in an exclusive lakeside experience:
• Discover the enchanting shores of Lake Lugano from unique and unexpected perspectives offered by our elegant boat
• Be gently looked after by the discreet and attentive Captain Giovanna, only share fascinating local stories insider tips, but also tend to your every need
• Relax to the rhythm of the water, savoring a handcrafted, homemade aperitif into the sun-kissed lake for a refreshing swim
info@blume-cruise.ch | www.blume-cruise.ch
INSTAGRAM: blume_cruise | FACEBOOK:
Giovanna Fiore, Captain of Blume-Cruise +41 77 415 47 46
Blume-Cruise
The Grand Hotel Villa Castagnola
IN FOCUS
Sport and Nature
IN LUGANO REGION, countless sporting and naturebased experiences await for fans of an active vacation. Immerse yourself in the surrounding forests or venture to the highest peaks, following a bountiful array of hiking trails and mountain and gravel bike routes. Alternatively, dive into the warm waters of Lake Lugano, benefitting from the incredible range of water sports on offer.
With more than 400 km of carefully maintained trails, intrepid bikers can venture through rough mountain paths or follow well-marked circuits.
From the mountaintops, you can descend on foot along the breathtaking hiking trails that wind their way through unspoiled and regenerating landscapes, with several lookout points offering magnificent panoramic views of the
region. More experienced and braver mountain climbers, with the right equipment, may be tempted to ascend the exclusive Via Ferrata.
For avid water enthusiasts, you’ll find plenty of swimming opportunities in the Lugano region – public beaches, lakes, and indoor and outdoor swimming pools abound.
In addition, Lake Lugano, also known as Lago Ceresio, is a popular spot for windsurfing, sailing, kitesurfing, paddleboarding, and water skiing.
Golf Club Lugano, founded in 1923, has the privilege of presenting an 18-hole course inserted into a splendid riverside landscape. Climbing, tennis, horse riding, and paragliding are amongst the many other sports available.
LANDMARK ATTRACTIONS
Piazza della Riforma
Landmark Attractions
The lively heart of Lugano and a popular meeting place for locals and tourists, Piazza della Riforma is surrounded by historic neoclassical buildings and provides an awe-inspiring backdrop for events and festivals. Lugano’s town hall, an architectural highlight of the city, is also located on the square. In the summer months, the piazza is often used for open-air concerts and cultural events.
Swissminiatur
Looking after the details of Switzerland in miniature since 1959, Swissminiatur, in Melide, is a fascinating and unique museum surrounded by luscious greenery. The park invites visitors to explore over 130 detailed miniatures of Swiss wonders, handcrafted by local artisans. Perfect for those looking for activities in Ticino, Swissminiatur offers an educational and engaging experience for the whole family, featuring over 128 famous buildings and monuments scaled at 1:25, set against a wondrous botanical backdrop.
LAC Lugano Arte e Cultura
LAC Lugano Arte e Cultura is dedicated to visual arts, music, and the performing arts, one of Switzerland’s most important cultural institutions, with the aim of promoting a wide range of art and establishing Lugano as a cultural crossroads between Northern and Southern Europe. The centre is the beating heart of a local cultural network involving museums, orchestras, artists, cultural associations, libraries, educational institutions, art galleries, and collectors.
Getting There and Around
LESS THAN TWO hours by train from Zurich and situated just an hour from Milan, Lugano is perfectly connected on the north-south axis of Europe near the northern Italian lakes and has excellent connections to the best-served international airports in the vicinity.
Whether travelling by public transport, car, bike, or even boat, the close distances and extensive transport network allow you to reach the city with total peace of mind.
Lugano Airport (LUG) is situated south of the Alps between Zurich and Milan and has two main functions. The first is facilitating fast connections between the Insubric region and the main Swiss and European centres; the second is to ensure the destination remains easily accessible both to high-net-worth individuals (HNWI) and businessmen.
Cycling is one of the best ways to get around Lugano, and no visitor should leave without experiencing it. Even if you only pedal around for a few hours, riding a bike or taking a guided cycling tour is a fantastic way to explore the city whilst also blending in with the locals.
Lugano is easily accessible by car or train from cities like Milan, Basel, Zurich, Geneva, Bern, Munich, St. Gallen, and Chur.
Remember to purchase a Swiss motorway sticker, which is mandatory for travelling on the nation’s motorways and valid for one year. You can buy this in most gas stations, post offices, and customs offices at the borders, or abroad at sales points before the border.
Finally, the centre of Lugano is easily accessible on foot, but for immediate transport when staying in a hotel, youth hostel, or campground, you can take advantage of free public transport by using the Ticino Ticket.
Swiss motorway sticker
www.luganoregion.com
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