As the UEFA Women’s EURO 2025 continues to deliver narratives on the pitch, Visa has revealed some stories of its own through payment data.
The UEFA Women’s EURO 2025 has accelerated digital payment adoption across Switzerland, according to new data from Visa showing a 35% year-on-year rise in contactless transactions.
The payments giant published insights from its VisaNet system based on the first week of the tournament, revealing how fans are paying, where they’re spending, what they’re buying and how consumer behaviours are shifting.
Visa reported that German cardholders accounted for the largest year-on-year increase in international arrivals, with a 25% rise. Similar growth was recorded among visitors from Poland and the Netherlands, also up 25%, followed by increases from the UK (20%), Italy (15%), and France (10%).
While Zurich experienced one of the most notable increases in international arrivals, driven in part by hosting group matches for France, England, and Germany, the data also revealed that smaller host cities are seeing significant economic ripple effects. In fact, Sion recorded the largest surge in international arrivals at 65%, with Thun up by 50% and St. Gallen by 30%, highlighting the tournament’s ability to spread visitor spending well beyond the major urban hubs.
This influx of fans has translated into meaningful increases in spending. According to Visa, cardholders from participating countries spent 27% more across Switzerland during the tournament’s first week compared to the same period in 2023. Much of this growth was driven by restaurants and retail, where spending rose by 35% and 30%, respectively.
Some cities saw particularly striking figures. In Bern, restaurant spending nearly doubled, rising by 97%, while Lucerne and Basel also saw sharp increases of 70% and 60%, respectively. Spending on entertainment was even more pronounced in smaller host cities. In Sion, it more than doubled with a 127% increase, while Thun saw a 242% surge. Zurich, meanwhile, recorded a 40% rise in transportation-related spending.
The trends observed in Switzerland mirror those seen during the 2024 Paris Olympics, where Visa also tracked significant economic boosts beyond the host city. During that period, international spending increased by 214% in Saint-Étienne, 100% in Lille, and 38% in Marseille.
Contactless payments also continue to rise in popularity. During the Paris Games, 78% of international transactions were made using contactless methods, a 9% year-on-year increase.
For the Women’s EURO, Visa reported a 35% rise in contactless international purchases in Switzerland compared to 2023, further illustrating the shift in consumer behaviour toward seamless, digital-first payment experiences.
What’s in it for Visa?
While Visa is one of the most recognisable names in global payments, sponsorships like this offer the company a platform to roll out new payment innovations beyond mere exposure.
On May 20, Visa launched its Click to Pay solution for UEFA Women’s EURO 2025 ticketing, providing football fans with a more convenient way to purchase tickets online.
This aligned with UEFA Women’s EURO 2025 becoming the most attended edition in the tournament’s history, with ticket sales surpassing 550,000, more than the total sold during the 2022 edition.
“Seamless digital solutions like Visa Click to Pay make purchasing tickets more convenient and secure than ever,” said Guy-Laurent Epstein, UEFA Marketing Director.
“We are thrilled to work with Visa to bring this innovation to our ticketing platform, ensuring more supporters can experience the excitement of women’s football firsthand.”
