Zürich Strategies 2025 (PDF, 52 Pages, 2 MB - Stadt Zürich

06
20
Promoting Zurich as a destination
Initial situation
The City of Zurich is one of the most popular travel destinations in Switzerland. It records
each year around 16 million day visitors, 2.4 million overnight stays in the city and a further
839,000 at the airport. The total tourist demand triggers direct and indirect sales of around
3.6 billion Swiss Francs in a variety of business sectors, above all in accommodation,
restaurants, bars and the retail trade. The tourism sector employs around 17,000 people
representing approximately 7 percent of all jobs in the City of Zurich; many of which have a
less demanding job profile.
In the last 10 – 11 years, Zurich has strengthened its position in the international arena,
thanks to the cooperation between the City and the Canton of Zurich, Zurich Tourism and
the Greater Zurich Area. There is, however, potential for improvement with regard to integrated
location and destination marketing (see Action Area 12).
Strategies
� The City is committed to ensuring that the Zurich area will be promoted more intensely
by Zurich Tourism, the Greater Zurich Area, and the Canton and City of Zurich in
thesense of integrated destination marketing.
� The City promotes sustainable tourism together with Zurich Tourism.
� The City ensures that the “Zürich” brand will be in a stronger international position with
a clear profile.
� The City continues to position itself internationally as a cultural and creative city –
together with partner organisations.
� The City actively promotes itself as a host city for international conventions and special
events that are consistent with its image: it makes every effort to ensure that an international
sporting event, such as a European or World Championship, takes place in
Zurich every two years on average.
� The City promotes Zurich as a conference location with its new, internationally oriented
congress centre.
� The City and the commercial City Vereinigung Zürich are committed to ensuring an
attractive city centre with the highest quality of public space and a wide range of retail
and gastronomic possibilities.
� The City is committed to fast and direct international rail and air connections.