12 percent more overnight stays

Zug is becoming increasingly popular as a tourist destination, and this is demonstrated by the figures from Zug Tourism. The planned increase in the accommodation tax remains an important issue.
 

Zug Tourism recorded significantly more guests in 2025. At its general assembly in the Switzerland Innovation Park in Rotkreuz on Wednesday, 20th May, the organisation presented a positive report, according to a recent press release. Around 80 representatives from politics, business, and tourism attended the meeting.

The number of overnight stays increased by 12% compared to the previous year. According to Zug Tourism, its website recorded around 1.5 million visits – more than double the number in 2023, representing a new record high. At the same time, Zug Tourism reports that it was also able to "significantly" increase its media presence.

In addition to marketing, the organisation is increasingly focusing on topics such as sustainability and regional identity, with 32 tourism businesses within the canton now participating in the "Swisstainable" sustainability program. According to a press release, this represents a 39% increase compared to the previous year. The offer of free public transport via the ZugCard also saw increased use: nearly 2,700 activations were registered during the summer months.

Tourists enjoy visiting Zug. Here, the city is photographed from the Guggi viewpoint.          Photo: Matthias Jurt
 

At the meeting, Tourism Director Dominic Keller stated that, in addition to attracting visitors, the local population should also identify more strongly with the region. Events such as the "Happy Day" soup kitchen and the guest appearance at Zurich's Sechseläuten festival are part of this strategy. Zug Tourism also highlighted the planned Morgarten open-air spectacle (Morgarten-Freilichtspektakel), which will premiere in August.

The president was re-elected
At the general meeting last Wednesday, the members unanimously approved the annual accounts, budget, and annual program. President Andreas Zgraggen and the other board members were confirmed in their positions.

An important topic remains the planned revision of the accommodation tax (Beherbergungsabgabe), with an increase to CHF 3.50 per overnight stay under discussion. The political decision on this matter is still pending, however. Zug Tourism argues that additional revenue is needed to finance services like the ZugCard and digital guest services in the long term. Without additional funding, certain services would have to be reduced in the future.

More information about Zug Tourism, in English, can be found on their website:
https://www.zug-tourismus.ch/en/