The Zurich tourism region recorded a total of 7.56 million overnight stays in 2025, representing growth of 3.5% compared to the previous year. The Swiss market developed particularly dynamically with an increase of 4.8%. The balanced guest mix with a strong domestic market ensures stability in economically uncertain times.
Editorial – February 25, 2026
The Zurich tourist region achieves a new record for overnight stays. Source: zvg
The Zurich tourist region recorded a total of 7,556,846 overnight stays in 2025. This means that the number of overnight stays grew by 3.5% compared to the previous year and reached a new high. The figures confirm the strategic course pursued since 2022 with a focus on a balanced guest mix with a strong domestic market and the clear positioning of Zurich as a premium destination with a high quality of life.
The tourism region, which extends from Baden and Winterthur via the city of Zurich and the airport region to Rapperswil and the canton of Zug, is thus continuing the positive trend of recent years.
Strong domestic market and stable international demand
Growth was evenly distributed across the most important markets of origin. The Swiss market developed particularly dynamically: overnight stays by domestic guests rose by 4.8%. With a share of 38.7%, guests from Switzerland continue to make up the largest group of guests.
The European core markets also returned to growth. Germany grew by 3.6%, the UK by 8.2% and Italy by 6.4%. This clearly compensated for the previous year’s declines.
The positive trend from the USA and Canada continues: with growth of 4.5% and a market share of 13.5%, guests from North America remain the second-largest visitor group. In contrast, the overseas markets of India declined by 2.8%, South East Asia by 8.8% and the Gulf States by 6.2%.
Balanced guest mix strengthens resilience and stability
Around 39% of guests come from Switzerland, with just under a third each from local European markets and long-distance markets. This broad distribution makes the destination particularly resilient, as fluctuations in demand in individual markets can be better balanced out. «The balanced guest mix with a strong home market is a success factor for Zurich,» says Thomas Wüthrich, Director of Zürich Tourism, «because it ensures stability, especially in economically and geopolitically uncertain times.»
Leisure grows, MICE remains strategic focus
A long-term comparison shows that overnight stays in Zurich have grown, particularly in leisure tourism. Business travel and congress and conference visits (MICE) remained stable. The congress and conference business remains a strategic focus for Zürich Tourism. «Business guests generate higher added value, strengthen Zurich’s visibility thanks to international networking and position the city as a knowledge and business location,» emphasizes Wüthrich. «In order 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
The positive development underlines the sustained demand for the region. For Zürich Tourism, however, the focus is not on pure volume growth, but on balanced and sustainable long-term development. The aim is to increase the length of stay, smooth out seasonal fluctuations, increase added value per guest and ensure a balance between tourism development and quality of life.
For the future, Zurich Tourism is therefore focusing more on quality of stay and social connectivity. The region is to be further developed as a premium destination worth living in, where visitors stay longer, enjoy a wide range of cultural and natural attractions 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 offers should be designed in such a way that they benefit both locals and visitors. An attractive cultural, leisure and event landscape, sustainable urban development and positive economic impetus contribute to tourism being perceived as part of a vibrant visitor economy. «Only what is good for the population is also good for guests,» Thomas Wüthrich is convinced. «Long-term attractiveness is created where tourism strengthens the quality of life.»