Tourism Balance 2025: Zurich Tourism Region with Balanced Growth

The Zurich tourism region recorded a total of 7,556,846 overnight stays in 2025. This represents a 3.5 percent increase compared to the previous year, reaching a new high. The figures confirm the strategic course pursued since 2022, focusing on a balanced guest mix with a strong domestic market, and positioning Zurich as a premium destination with high quality of life.

The tourism region, extending from Baden and Winterthur through Zurich city and the airport region to Rapperswil and the canton of Zug, continues the positive trend of recent years.

Strong domestic market and stable international demand

The growth is evenly distributed across the primary origin markets. Particularly dynamic was the development of the Swiss market, with overnight stays by domestic guests increasing by 4.8 percent. With a share of 38.7 percent, guests from Switzerland remain the largest visitor group.

European core markets also returned to growth. Germany increased by 3.6 percent, the United Kingdom by 8.2 percent, and Italy by 6.4 percent, significantly offsetting the previous year's declines.

The positive trend from the USA and Canada continues: with a growth of 4.5 percent and a market share of 13.5 percent, guests from North America remain the second-largest visitor group. However, overseas markets such as India saw a decline of 2.8 percent, Southeast Asia decreased by 8.8 percent, and the Gulf States by 6.2 percent.

Balanced guest mix strengthens resilience and stability

Around 39 percent of guests come from Switzerland, nearly a third each from nearby European markets and distant markets. This broad distribution makes the destination especially resilient as demand fluctuations in individual markets can be better balanced. 'The balanced guest mix with a strong domestic market is a success factor for Zurich,' says Thomas Wüthrich, Director of Zurich Tourism, 'as it ensures stability, especially in economically and geopolitically uncertain times.'

Leisure grows, MICE remains strategic focus

In the long term, overnight stays in Zurich have grown particularly in leisure tourism. Business travel as well as convention and conference visits (MICE) have remained stable. The congress and conference business remains a strategic focal point for Zurich Tourism. 'The business guest provides higher added value, strengthens Zurich's visibility through international networking, and positions the city as a knowledge and economic hub,' emphasizes Wüthrich. 'To further develop this segment, a competitive infrastructure, strong partnerships, and a clear international positioning are needed.’

Growth with Impact: Focus on Stay Duration, Seasonality, and Quality of Life

The positive development underscores the ongoing demand for the region. However, Zurich Tourism is not focusing on pure volume growth but on a balanced and long-term sustainable development. The goal is to increase the length of stay, smooth out seasonal fluctuations, enhance the value creation per guest, and ensure a balance between tourism development and quality of life.

For the future, Zurich Tourism is focusing more on the quality of stay and social connectivity. The region aims to further develop as a livable premium destination where visitors stay longer, enjoy diverse cultural and nature-related offers, and perceive Zurich as an authentic location with a high quality of life.

The perspective of the local population is also a focal point: tourism offers should be designed in such a way that they benefit locals as much as guests. An attractive cultural, leisure, and event landscape, sustainable urban development, and positive economic impulses contribute to tourism being perceived as part of a vibrant visitor economy. 'Only what is good for the population is also good for the guests,' says Thomas Wüthrich confidently. 'Long-term attractiveness arises where tourism enhances quality of life.'

About Zurich Tourism

Zurich Tourism is responsible for destination marketing and the tourism brand profiling of the city and region of Zurich as a diverse tourism destination. The organization is committed to ensuring that Zurich is perceived as a sustainable and livable premium destination with holiday quality.

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