The numbers registered on both shores of Lake Maggiore are constantly on the up, especially in summer, thanks also to the area’s ability to attract foreign visitors
The mix of nature, art, history, and delicious food offered by the great lakes continues to prove successful, drawing tourists from every corner of the world and generating significant economic benefits for the entire region. Lombardy, and its main jewels, Lakes Como, Garda, and Maggiore, is one example. In 2024, the region recorded record-breaking numbers. The top highlight was its overnight stays: these totalled 53.5 million, two-thirds of which were by foreign visitors. Compared to 2023, this represented a 9.4% increase, or 3.1 million more stays in absolute terms. The positive trend has also continued in the first part of this year. According to data from the Regional Tourism Observatory, the long weekends this spring saw a situation nearing full occupancy.
The figures related to the tourist appeal of Lake Maggiore were particularly impressive. 2025 shows a growing trend, but 2024 had already clocked up excellent performances. For the Varese side of the lake, the Analytics platform of Confcommercio of the Varese province analysed the real movements of people in the lakeside area between Sesto Calende and the Swiss border. In 2024, 14.9 million visits were recorded. Almost half of these (46.3%) took place in the summer months, between June and September. A very significant component within this tourist flow is represented by foreign visitors. 4.9 million foreigners visited, accounting for almost a third (32%) of the total. In summer, the share of foreign tourists rose even higher — up to 39.1%, equivalent to 2.7 million visits. Looking at the countries of origin, Switzerland leads the annual ranking with 1.1 million entries and 293,238 visitors, followed by Germany (952,861), France (584,553), the Netherlands (391,387), and the United Kingdom (307,943).
As for age groups, the largest share belongs to those aged 45–54 (28%), followed by those aged 55–64 (22%). Interestingly, a significant portion of those visiting the Lombard shore of Lake Maggiore have high purchasing power (23.7%) — an important figure for the economic impact on the area as a whole, and not just within the tourism sector itself. “The numbers speak for themselves: this area of Lake Maggiore has an extraordinary appeal, and shows an enormous potential for further growth,” stressed Franco Vitella, president of Confcommercio Ascom Luino and representative of Confcommercio Varese province in the Chamber of Commerce, with a tourism delegation. “We are guardians of a land that has captured the interest of millions of people even beyond the local context, both within Italy and abroad. Its connection with the airport, the constant presence of foreigners, the loyalty of Milanese visitors, and the summer boom show that ours is a strong, recognised, and sought-after destination,” he noted. “Now it’s time to take the next step — strengthen the services, improve the quality of hospitality, and invest in visibility”.
The situation is fairly similar on the Piedmont side of Lake Maggiore. In fact, the Lakes Tourism District (in which the Lake Maggiore area plays the leading role) recorded 1.38 million arrivals and 4.66 million overnight stays in 2024, essentially confirming the previous year’s performance. Lake Maggiore is the second most popular tourist destination in the region after the capital city, Turin, and ranks first for average stay duration, with 3.5 days. A comparison with the pre-COVID period shows a remarkable increase: in 2019, the area recorded about 1.1 million arrivals and 3.8 million overnight stays. This positive trend seems likely to continue, according to preliminary data for the first half of 2025 from the Piedmont Region. During this period, the lakes showed growth both in arrivals (+1.6%) and overnight stays (+2.5%) compared to the same period in 2024. Lake-area accommodations account for 19.8% of all regional overnight stays.
