Urban tourism plays a central role in the Swiss tourism system and is considered an important driver of innovation and growth in the industry. Against this backdrop, the Zurich Experience offers a platform for exchange and inspiration on the future of urban tourism – and beyond – with high-profile keynotes, practical breakout sessions, and diverse networking opportunities.
International Perspectives and Distinguished Speakers
The speakers include renowned personalities from various fields:
Prof. Dr. Richard David Precht, philosopher, publicist, and author
Helene Budliger Artieda, State Secretary and Director of the State Secretariat for Economic Affairs SECO
Oliver Buchhofer, COO of Swiss International Air Lines
Geerte Udo, place-branding expert
The German philosopher Prof. Dr. Richard David Precht returns to the Zurich Experience after his well-received appearance last year. In 2025, he addressed the impact of artificial intelligence on society and tourism; this time, he focuses on the phenomenon of 'fear paralysis'. His thesis: not a lack of ideas, but the fear of mistakes is often the greatest innovation killer. Precht illustrates how this fear can delay decisions and stifle changes and what lessons can be learned for business and tourism.
Further keynotes and practical breakout sessions will cover central trends, challenges, and opportunities in urban tourism. Topics include changing travel behaviour, economic developments, mobility issues, the impacts of climate change, and best practice examples. This way, new perspectives for the future-oriented development of urban tourism are created. Additional speakers will be continuously added and announced in the coming weeks.
A Platform for Exchange Across the Entire Tourism System
The Zurich Experience is aimed at professionals within and beyond the tourism system, including destinations, tourism service providers, representatives from politics and administration, as well as partner organisations from across Switzerland.
Thomas Wüthrich, Director of Zurich Tourism, assesses the significance of the event: 'In just three years, the Zurich Experience has established itself as a think tank for Swiss tourism. Its impulses now reach beyond national borders. This underscores the central role of urban tourism as a driving force for the entire tourism system.'
Tickets Available Now
The Zurich Experience 2026 will be held on Thursday, 27 August 2026, at The Circle Convention Center at Zurich Airport. Tickets are available now.
Contact
Zurich Tourism
Michael Müller, Corporate Communication & Spokesperson
Gessnerallee 3, CH-8001 Zurich
T +41 44 215 40 13
michael.mueller@zuerich.com
zuerich.com, #visitzurich