The tourism sector in Ticino, Switzerland, is facing a challenging year due to adverse weather conditions and negative media portrayal.

Despite Switzerland's overall increase in overnight stays, Ticino has seen a decline, with Lugano experiencing a 7.9% drop.

Local tourism officials blame the German-Swiss media for exaggerating weather issues, deterring visitors.

The region, known as the "sunny corner" of Switzerland, struggles with the stereotype that it is only appealing in good weather.

This perception has led to significant financial losses for local businesses, with some facing potential bankruptcy.

Efforts are underway to rebrand Ticino as an all-weather destination, with initiatives to promote its attractions beyond the summer season.

The reopening of the Gotthard Base Tunnel and a focus on year-round tourism aim to mitigate the impact of weather on visitor numbers.