EY has published its report on the impact of the 2025 UCI Mountain Bike World Championships held in Valais, Switzerland, from 30 August to 14 September. This edition brought together nearly all major mountain bike disciplines in a single two-week event for the first time, with eight host venues and 1,135 athletes from 60 countries taking part.
The data highlights the international reach of the Championships and their strong drawing power. A total of 110,000 spectators attended the different venues, including 48,500 unique visitors. Among them, 31,000 came from outside the canton, with 23,300 domestic visitors from other regions of Switzerland and 8,000 international visitors, whose average length of stay exceeded that of previous sporting events in the area.
Economic impact: direct and indirect
The report estimates that the event generated 19.3 million Swiss francs (≈ 21.2 million USD) in economic activity for Valais. This figure includes direct, indirect and induced effects, equivalent to 228 full-time jobs. The multi-venue format contributed to distributing economic benefits across the canton through accommodation, hospitality, transport and event-related services.
Tourism expenditure played a crucial role. Spectators accounted for approximately 6.0 million francs (≈ 6.6 million USD) in spending across accommodation, food services and transport. Delegations, participants, technical staff, national federations and media representatives contributed an additional 5.0 million francs (≈ 5.5 million USD), while the local organising committee and the UCI mobilised 8.1 million francs (≈ 8.9 million USD) in operational expenditure.
Tourism value for Valais
The Championships also delivered significant visibility for Valais. Broadcast coverage reached a cumulative audience of 57.3 million viewers across 96 countries, with 1,617 hours of airtime and 16.8 million hours watched. This exposure strengthened the canton’s image in key European cycling markets.
In the digital space, the event generated 83.1 million impressions and 104 million video views across various platforms. Surveys conducted by EY indicate that 76% of international visitors would recommend Valais as a holiday destination and 71% intend to return. In parallel, the Valais Bike campaign reached 169 million impressions, far exceeding its original targets and reinforcing the canton’s positioning as a cycling and outdoor tourism destination.
Business activity across the region
The report outlines how spending was distributed across Valais’ main economic sectors. Accommodation was the leading beneficiary, with average nightly spending of 178 francs (≈ 196 USD) by international visitors and 63 francs (≈ 69 USD) by domestic visitors from other Swiss regions. Food services, local commerce and mobility providers also recorded significant returns, with variations depending on location and competition schedules.
The effects were also evident in tourist destinations such as Sion, Crans-Montana, Zermatt and Champéry, which hosted competitions and related activities. According to EY, the territorial distribution of venues helped decentralise economic returns and supported a steady flow of visitors throughout the two-week event, benefiting seasonal businesses and services linked to outdoor and active tourism.
