Zurich tourism region breaks the 7.5 million mark

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

The tourism region, which stretches from Baden and Winterthur through the city of Zurich and the airport area to Rapperswil and into the canton of Zug, is thus continuing the positive trend of recent years.

A strong domestic market and stable international demand

Growth is evenly distributed across the main source markets. The Swiss market showed particularly strong growth: overnight stays by domestic guests rose by 4.8 percent. With a share of 38.7 percent, guests from Switzerland continue to represent the largest guest group.

The core European markets also returned to a growth trajectory. Germany grew by 3.6 percent, the United Kingdom by 8.2 percent, and Italy by 6.4 percent. This more than offset the declines seen in the previous year.

The positive trend from the U.S. and Canada continues: With growth of 4.5 percent and a market share of 13.5 percent, visitors from North America remain the second-largest visitor group. In contrast, overseas markets saw a decline: India fell by 2.8 percent, Southeast Asia by 8.8 percent, and the Gulf States by 6.2 percent.

A Balanced Mix of Guests Strengthens Resilience and Stability

About 39 percent of visitors come from Switzerland, with just under one-third each from nearby European markets and distant markets. This broad distribution makes the destination particularly resilient, as it allows for better balancing of fluctuations in demand across individual markets. «The balanced mix of visitors, combined with a strong domestic market, is a key factor in Zurich’s success,» says Thomas Wüthrich, Director of Zurich Tourism, «because it ensures stability, especially in times of economic and geopolitical uncertainty.»

Leisure is growing; MICE remains a strategic focus

A long-term comparison shows that overnight stays in Zurich have grown, particularly in the leisure tourism sector. Business travel and conference and meeting attendance (MICE) remained stable. For Zurich Tourism, the conference and meeting business remains a strategic priority. «Business travelers generate higher economic value, enhance Zurich’s visibility through international networking, and position the city as a center of knowledge and business,» emphasizes Wüthrich. «To further develop this segment, we need a competitive infrastructure, strong partnerships, and a clear international positioning.»

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

This positive trend underscores the continued demand for the region. For Zurich Tourism, however, the focus is not solely on growth in visitor numbers, but rather on balanced and sustainable development over the long term. The goal is to increase the length of stay, smooth out seasonal fluctuations, boost value creation per guest, and ensure a balance between tourism development and quality of life.

Looking ahead, Zurich Tourism is therefore placing greater emphasis on the quality of the visitor experience and social integration. The region is to be specifically developed as a premium destination with a high quality of life, where visitors stay longer, take advantage of a wide range of cultural and nature-based activities, and perceive Zurich as an authentic place with a high quality of life.

The focus is also on the perspective of the local population: tourism offerings should be designed in such a way that they benefit locals just as much as visitors. An attractive cultural, recreational, and events landscape, sustainable urban development, and positive economic momentum all contribute to tourism being perceived as part of a vibrant visitor economy. «Only what is good for the local population is also good for visitors,» Thomas Wüthrich is convinced. «Long-term appeal arises where tourism enhances the quality of life.»