Zurich Expands Its Role in Switzerland’s Tourism Strategy

Zurich, once seen mainly as a place for suits and meetings, is starting to turn heads for reasons that have nothing to do with finance. As transport links get smoother and more people look beyond borders for quick getaways, Zurich is turning into a smart stop for travellers who are short on time. Travellers in transit or with tight schedules can now include Zurich in their plans without committing to a long stay. It shows that people no longer expect cities to just be long holiday spots, but places where even a quick visit should feel worthwhile and well spent.

Rather than being a place to pass through, Zurich is now easier to experience in a matter of hours. Thanks to how everything is close together and the transport runs like clockwork, you can stroll past historic spots, sit by the water or pop into an art space all before the day is done. That turns Zurich into a solid in-between stop where you can squeeze in a bit of art or lakeside calm without throwing off your whole travel plan.

Tucked away on Zurich’s west side, the Viadukt turns old train arches into a walkway of shops, studios and stalls where the city’s creative energy shows up in everyday ways. Visitors can browse design stores, stop by small art galleries, or try local produce at the covered Markthalle. Nearby Josefwiese Park adds a green break in the urban setting, popular for picnics and summer gatherings.

Closer to the lake, Seebad Utoquai offers a long-standing local tradition of open-air swimming. This wooden lakeside bathhouse, in use since the 1890s, has direct access to the water and a calm terrace for sunbathing. Visitors can take in views of the Alps while locals do morning laps. It’s one of Zurich’s most rooted everyday rituals, especially during the summer months, and gives travellers a brief but genuine glimpse into the city’s rhythm.

Together, these changes reflect a broader shift in Swiss travel. Big cities such as Zurich are learning to work well for quick drop-ins, while out in the countryside, places are coming up with fresh ways for people to experience local traditions and creativity. For travellers, this means greater flexibility, better use of time and a wider range of meaningful destinations that do not require extended stays or major detours.