Quarterly Report on the Zurich Tourism Region

The Zurich tourism region recorded a total increase of 1.3 percent in overnight stays in the first quarter of 2026. January saw a year-on-year increase of 3.5 percent in overnight stays, while February showed a growth of 3.9 percent. With the intensification of geopolitical tensions at the end of February, a trend reversal became apparent in March: the number of overnight stays dropped by 2.7 percent.

The decline in March was particularly pronounced in long-haul markets heavily reliant on air connections via the Middle East. India reported a decrease of 33.5 percent, Southeast Asia 14.5 percent, and the Gulf states 5.6 percent.

Various long-haul markets developed differently: while North America saw a decrease of 5.7 percent, overnight stays from Greater China increased by 4.6 percent, and from Australia by 1.8 percent. Switzerland showed relatively stable results with a minus of 1.1 percent, and the European markets remained almost unchanged in overnight stays compared to the previous year.

The figures illustrate how different international markets react to geopolitical uncertainties. Initial effects are increasingly visible outside the hotel sector.

Tourism is not limited to hotels and overnight stays. If guests stay away, it affects the entire tourism-related ecosystem from gastronomy and retail to event and congress infrastructure, as well as mobility, leisure, culture, and service offerings.

To obtain a comprehensive picture, Zurich Tourism conducted an online survey among nearly 1,000 members and partner companies. Around 140 businesses from accommodation, gastronomy, retail, and other tourism-related sectors participated, confirming the cautious development.

Across all industries, 54 percent of participating businesses report declining demand in the past four to six weeks compared to the previous year. 36 percent assess the demand as stable. A decline in demand is particularly evident among guests from the Middle East, Asia, and Australia, as well as, to some extent, from America. At the same time, demand from the local population and Swiss guests remains relatively stable.

Businesses are also observing shorter booking lead times and an increased number of cancellations. The decreasing planning security is currently shaping guest behavior.

Thus, many businesses also anticipate a declining demand development in the coming months. They respond with high flexibility, closely monitor market developments, and adapt offers and capacities situatively. At the same time, the focus remains clearly on ensuring quality, reliability, and long-term guest relationships.

According to Thomas Wüthrich, Director of Zurich Tourism, the current developments underscore the importance of a strategically aligned approach: 'Geopolitical uncertainties directly impact tourism. What is crucial now is to act calmly and foresightfully.'

Zurich Tourism is currently active in 18 markets and continuously adapts market activities to geopolitical developments. This includes targeted budget shifts as well as intensified efforts in the Swiss and European markets to secure market shares.

The Zurich tourism region benefits from a diversified guest mix: about 39 percent of guests come from Switzerland, while the remaining demand is equally divided between European nearby markets and international long-haul markets. This broad base strengthens the destination's resilience in times of geopolitical uncertainties.

There are also selective opportunities in the current situation: in the field of Business Events (MICE), initial international events are being postponed or re-evaluated. Zurich is deliberately positioning itself as a reliable location with high planning security and good international accessibility.

Simultaneously, Zurich Tourism, together with partner businesses, focuses on a responsible approach to the current situation. The goal is to maintain Zurich's attractiveness even in challenging market conditions, rather than resorting to short-term price dumping.

However, it is also clear: the effects of geopolitical uncertainties often appear delayed in tourism. Many international summer and autumn trips are only now being booked. Therefore, how strongly the development affects Zurich will become apparent in the coming weeks. The industry is observing the situation closely and continues to rely on a forward-looking and flexible approach.

Contact

Zurich Tourism Michael Müller, Corporate Communication & Press Spokesperson
Gessnerallee 3, CH-8001 Zurich
T +41 44 215 40 13
michael.mueller@zuerich.com
zuerich.com, #visitzurich

Editor's note: Image rights belong to the respective publisher. Image rights: Zürich Tourismus