Zurich is rapidly becoming Europe's premier destination for green tourism, thanks to its unwavering commitment to sustainability across fashion, food, and transportation. The city's innovative approach integrates eco-friendly practices into every aspect of tourism, offering travelers an authentic and responsible experience. From sustainable fashion brands like QWSTION to farm-to-table dining at local restaurants, and the use of zero-emission electric vehicles, Zurich ensures that every visitor can enjoy luxury without compromising the planet. The city's ambition to become a global leader in eco-conscious travel by 2030, alongside its EarthCheck certification, makes it a top choice for those seeking to combine exploration with environmental responsibility.
Sustainable Tourism: A Vision for the Future in Zurich
Zurich, the vibrant Swiss city known for its pristine waters and cutting-edge architecture, is now making a name for itself in the global tourism scene with a strong focus on sustainability. The city is redefining the travel experience by embracing eco-friendly innovations in fashion, food, and transportation. Recently, Zurich's Tourism Board hosted an exclusive event in Milan, showcasing how sustainability can shape future tourism. The event served as a platform to highlight Zurich's commitment to combining environmental responsibility with authentic experiences, inviting visitors to explore the city while contributing to a greener future.
The event kicked off with a unique workshop led by the founder of QWSTION, a Zurich-based brand specializing in sustainable design. Established in 2008, QWSTION has disrupted the world of everyday accessories by prioritizing a circular design model that minimizes environmental impact. The workshop offered guests a behind-the-scenes look at QWSTION's creative process, with a particular focus on materials that support sustainability. One such material that stole the spotlight was Bananatex®, a groundbreaking fabric that is both biodegradable and waterproof. Made from the fibers of abacá plants grown in the Philippines using regenerative agricultural practices, Bananatex® offers a viable alternative to plastic, creating durable and recyclable products that are kinder to the planet. The brand has made this fabric open source, allowing other companies to adopt it and speed up the shift toward eco-friendly alternatives. QWSTION's product line, which includes bags, backpacks, and accessories, reflects a minimalist design inspired by Swiss modernism and is backed by a transparent supply chain. Through its partnerships with certified suppliers in Europe and Asia, QWSTION ensures ethical production and traceability, reinforcing its commitment to sustainability. Certified as a B Corp, QWSTION is not just a company but a community actively working toward a regenerative future through workshops and projects hosted at its flagship store in Zurich.
Following the workshop, attendees were treated to a delectable "farm-to-table" lunch, courtesy of The Artisan, an organic restaurant in Zurich. Chef Corin Schmid brought a taste of Switzerland's seasonal bounty to Italy, crafting a menu that celebrated local ingredients while minimizing environmental impact. The dishes served included grilled zucchini paired with fresh cheese cream and edible flowers, slow-cooked alpine perch garnished with foraged herbs, and a sustainable take on traditional Swiss potato croquettes, enhanced with earthy mushroom flavors. Each dish was thoughtfully prepared to reduce food waste and lower the carbon footprint, using ingredients sourced from local farms. The cooking techniques used preserved both the nutrients and the essence of Zurich's culinary traditions, offering a modern, eco-conscious twist on classic flavors.
No sustainable tourism event would be complete without highlighting transportation innovations, and Zurich's green mobility options were at the forefront of the day's program. Guests had the opportunity to test the Microlino, a revolutionary electric microcar designed and manufactured by the Swiss company Micro. These compact vehicles, which resemble a modern version of the classic bubble car, are perfect for urban environments. With space for two passengers and a top speed of 90 km/h, the Microlino takes up just a third of the space of a traditional car, making it an ideal solution for reducing traffic congestion. Its fully electric design means zero emissions, and it can be recharged just like a smartphone. The Microlino represents the future of urban micromobility, aligning perfectly with Zurich's vision of promoting low-impact solutions for transportation. Micro is also collaborating with major institutions like SWISS to incorporate the Microlino into airport transfer services, further reducing energy consumption and carbon emissions.
Zurich's commitment to sustainability goes beyond events like this one, as the city aims to position itself as one of the world's leading eco-friendly travel destinations by 2030. In 2024, Zurich earned the EarthCheck Silver certification, becoming the first city in Switzerland to receive this prestigious recognition. The certification, which evaluates cities based on over 70 quantitative indicators (such as energy and water usage) and 360 qualitative criteria, acknowledges Zurich's excellence in areas like renewable energy, water management, and green transportation. This achievement was made possible through close collaboration between the municipal government and the Tourism Board. With plans to secure the EarthCheck Gold certification in the near future, Zurich is setting an ambitious example for cities worldwide.
In the words of the city's mayor, sustainability is not a luxury but a necessary balance between welcoming tourists and caring for the local community. As part of its ongoing commitment to green practices, Zurich is also enhancing its transportation links with Italy. Starting in 2026, new daily EuroCity trains will connect Zurich with Milan, offering travelers an environmentally superior option to reach the city while promoting rail travel as a cleaner, more sustainable mode of transport. This initiative strengthens Zurich's position as a hub for efficient and eco-conscious travel. The city's main train station has already been recognized as Europe's best for three consecutive years, lauded for its reliability, minimal wait times, and excellent services.
The Milan event marked a pivotal moment in Zurich's mission to redefine tourism. It was not just a presentation of sustainable products but a call to action for travelers to embrace a new kind of journey -- one that merges luxury with responsibility. By incorporating sustainable fashion, food, and mobility into its tourism offering, Zurich demonstrates that travelers can enjoy unique, enriching experiences while simultaneously contributing to the well-being of the planet. For Italian tourists, Zurich offers a compelling invitation to explore a city that regenerates rather than consumes, a city where every step taken toward enjoyment also takes one toward a more sustainable future. Whether cruising through the city in an electric Microlino or strolling with a QWSTION bag, Zurich promises a journey where the environment benefits every bit as much as the traveler.