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The picturesque village of Ascona, renowned for its colourful lakeside promenade and Mediterranean flair, has been crowned ‘Swiss village of the year 2025’ by Schweizer Illustrierte and L’illustré magazines. Once a simple fishing village, Ascona has developed into one of Switzerland’s most popular holiday destinations - where Mediterranean ease meets Swiss quality of life.
In the 2025 edition of the competition organised by Schweizer Illustrierte and L’illustré, Ascona claimed first place. Thanks to its unique location on Lake Maggiore, Mediterranean charm and the quality of its tourist offering, Ascona prevailed over the five other finalists.
What makes Ascona so special? The promenade along the lake with its colourful house facades, the historic alleys in the Borgo, small cafés and excellent restaurants that spoil you with local and Mediterranean delicacies and exquisite local wines.
Culture is also a big deal here: art galleries, studios and sculptures shape the village's image. The legendary Monte Verità, once a meeting place for artists and thinkers, testifies to the creative soul of the place.
Ascona was supported in this campaign by Christa Rigozzi – ambassador of the Dolce Vita for the Ascona-Locarno region. As a native of Ticino, she knows what makes Ascona so special – and proudly shares the joy of southern life with the rest of Switzerland.
Those who come to Ascona rarely remain untouched, as the holiday begins upon arrival.
With this new title, Ascona reaffirms itself as a destination to be experienced and enjoyed all year round – offering first-class hospitality, culinary excellence, and an enchanting atmosphere.
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