Zurich is the new European destination for green tourism Fashion, cuisine, and sustainable mobility for the tourism of the future

Zurich, the dynamic Swiss metropolis, is conquering the world not only for its crystal-clear waters and modern architecture, but for a concrete commitment to tourism that respects the planet. Recently, the city's Tourism Board organized an exclusive event in Milan, where it unveiled the "green" face of Zurich, weaving together innovative fashion, authentic flavors, and clean transportation solutions. The goal? To invite visitors to experiences that put sustainability at the center, transforming a simple trip into an act of environmental responsibility. The initiative opened with a fascinating workshop led by Christian Kägi, the visionary founder of the Zurich-based brand QWSTION. Founded in 2008, QWSTION has revolutionized the world of everyday accessories, challenging traditional design conventions to embrace a circular approach. Kägi engaged participants in a hands-on exploration of creative processes, focusing on materials that reduce ecological impact to zero.

At the center of attention was Bananatex®, a revolutionary fabric: 100% biodegradable, waterproof, and Cradle to Cradle certified. Made from abacá fibers – a type of banana cultivated regeneratively in the Philippines – this material replaces plastic with a durable, recyclable plant-based alternative. QWSTION has made Bananatex open source, allowing other companies to adopt it to accelerate the transition to eco-compatible products. The brand's bags, backpacks, and cases combine minimalist aesthetics, inspired by Swiss modernism, with a transparent supply chain: partnerships with BSCI-certified suppliers in Asia and Europe ensure ethics and traceability. Certified B Corp, QWSTION is more than a company—it's a community that, from its flagship store on Limmatstrasse, promotes workshops and projects for a regenerative future.

After the workshop, guests immersed themselves in a lunch that teleported the senses to the banks of the Limmat. Corin Schmid, the talented chef of Zurich's organic restaurant The Artisan, brought to Italy a "farm-to-table" menu celebrating seasonality and locality. Dishes like grilled zucchini with fresh cheese cream and edible petals, slow-cooked alpine perch with foraged herbs, and green twists on classic Swiss potato croquettes—enriched with earthy mushroom notes—enchanted palates. Each course is not just a burst of flavor, but a manifesto against waste: zero-kilometer ingredients reduce the carbon footprint, while cooking techniques preserve nutrients and Zurich traditions in a contemporary key. 

The day couldn't miss a focus on mobility, a pillar of Zurich's green vision. Guests tested in preview the Microlino, the iconic electric microcars produced by the Swiss company Micro. These wheeled "bubbles"—compact, with space for two people and ideal urban range—represent the future of micromobility: rechargeable like a smartphone, they take up a third of the space of a traditional car and emit zero emissions. With a top speed of 90 km/h in the "heavy" version, the Microlino are perfect for a city like Zurich, where traffic flows smoothly and regulations reward low-impact innovation. The company, a leader in its field, is collaborating with entities like SWISS to integrate them into airport transfers, drastically reducing energy consumption.

This event is not an isolated case, but reflects Zurich's ambition to become one of the world's most eco-friendly destinations by 2030. In November 2024, the city earned the EarthCheck Silver certification, the first in Switzerland, through a rigorous process that examined 76 quantitative indicators (like energy and water consumption) and 366 qualitative ones. Based on the principles of Agenda 21, this distinction—born from the synergy between the municipal administration and the Tourism Board—rewards excellence in water management, renewables, and green transport.

Mayor Corine Mauch stated: "Sustainability is not a luxury, but a balance between hospitality and care for our residents". The next goal? Gold certification, maintaining the standard for five years. In parallel, Zurich is strengthening its connections with Italy: from 2026, SBB and Trenitalia will launch two new daily EuroCity trains between Zurich and Milan Centrale, increasing frequency and promoting rail as an eco-superior option. This move solidifies Zurich's role as an excellence railway hub, awarded for the third consecutive year as Europe's best station by the European Railway Station Index, with minimal waiting times and top reliability.

The Milan event was more than a presentation: an invitation to rethink travel as an opportunity for change. In an era of climate crisis, Zurich shows that luxury and responsibility can coexist—from the plant-fiber bag to the electric train, passing through a dish that honors the earth. For Italian travelers, it's an irresistible call: to discover a city that doesn't consume, but regenerates. Next stop? A Zurich weekend, with a borrowed Microlino and a QWSTION bag on your shoulder. The planet will thank you.