Basel Sets New Standards for Major Events

© Basel Tourism

In May, the Eurovision Song Contest brought plenty of glamour to Basel, followed shortly after by the UEFA Women’s Euro 2025. Within just a few weeks, the Swiss City became the center of Europe twice and welcomed around one million visitors. All parties involved proved that they can not only offer modern infrastructure but also the necessary experience and charisma to host events of this magnitude.

In Basel, you will find in a compact space what is rarely found elsewhere: world-class companies, renowned research institutions, cultural diversity, and an open-minded population. Thanks to its location in the tri-border region, the city is easy to reach. For organisers, however, the excellent cooperation of all local stakeholders is decisive – from authorities to hotels and restaurants as well as infrastructure providers.

Added to this are Switzerland’s typical precision and deeply rooted commitment to quality. When it comes to venues, organisers are spoilt for choice: the Messe and Congress Center Basel offers 25 conference rooms and five halls, providing the right spaces for all kinds of events. Christian Ortlepp, Director Guest Events & Strategic Partnerships at the Messe and Congress Center Basel, says: “Basel offers a complete ecosystem for all event formats – compact, well connected, and defined by the highest reliability.”
 

ESC Canton Basel-Stadt © Marc Gilgen

The people responsible also keep in mind what is often forgotten elsewhere: the attitude with which a city welcomes its guests. Basel has already set new standards in this regard, as demonstrated by the “I’m part of it” campaign launched in 2023 on the occasion of Art Basel. Flag-lined streets and extended restaurant opening hours are just some of the measures that have since been implemented in June. The success of this approach is evident: many of the initiatives that emerged from this campaign were also used in similar form during the ESC and UEFA Women’s Euro 2025.

The many references Basel can point to show that this strategy is working. In addition to recent crowd-pullers, significant congresses have taken place in the city in the past – for example the European Stroke Organisation Conference (ESOC). There have also been political gatherings with an impact far beyond Switzerland’s borders, such as the OSCE Ministerial Council. This wide range makes it clear how broad the spectrum of events is – from art and culture to science and medicine, to sports and business.

But what impact do these events actually have on economic value creation? A look at the balance sheet of 2025 leaves no doubt about their importance. By the end of July, 907,683 overnight stays had already been recorded – an all-time record. During the ESC, Art Basel, and UEFA Women’s Euro 2025, hotels reached up to 95% occupancy on peak days, and around one million guests were welcomed.
 

UEFA Women's Euro 2025 © Andreas Zimmermann

Basel Tourism assumes that this effect will have lasting momentum, boosting leisure tourism and congress acquisition in the long term. It therefore comes as no surprise that the Messe and Congress Center Basel continues to be well booked even after the big headlines.

Published by Meeting Media Company, the publisher of Headquarters Magazine (HQ) – a leading international publication based in Brussels, serving the global MICE industry and association community.