Welcome to Zurich, Switzerland’s largest city, where breathtaking Alpine landscapes meet shimmering waters in a captivating fusion of art, luxury, and delectable culinary experiences. An ideal destination for an indulgent city break or the starting point for your Swiss adventure, the question is, where to begin? We consulted expert Travel Concierge Daniele, who reveals that Zurich’s stunning old town, exceptional shopping avenues, and culinary excellence create an enchanting backdrop for your luxurious 24 hours in Zurich.

For travel inspiration: Switzerland destination guide

Introducing Zurich

Zurich is a captivating blend of history, culture, and modern sophistication. With a population of about 430,000, the city gracefully lies at the northern tip of Lake Zurich, framed by the majestic Swiss Alps. “The city is famous for its beautiful setting on the lake,” says Daniele. “You can enjoy castles, forts, medieval streets and some exceptional shopping, but also be prepared for Zurich’s luxurious prices,” he advises noting that Zurich is one of the world’s top ten expensive cities.

Zurich was founded by the Romans in 15 B.C. who called it Turicum. In Modern times the city has blossomed into a prestigious financial center, while its enchanting medieval old town remains well-preserved. Zurich boasts a flourishing arts scene, world-class museums and diverse culinary delights, making it a must-visit destination for discerning travelers.

Make Zurich your gateway to a luxurious Alpine journey with Majestic Switzerland

Bahnhofstrasse

Zürich’s Bahnhofstrasse is a premier shopping avenue, renowned as one of the world’s most exclusive streets.

“This famous shopping destination is a paradise for luxury seekers,” says Daniele. “With iconic brands like Armani, Gucci and Prada alongside Swiss legends such as Cartier, Montblanc and Rolex, the options are endless. Don’t miss Confiserie Sprüngli for their legendary Luxemburgerli macarons, a delight cherished by locals.

“You should allocate one to two hours for browsing, but if you’re indulging in extensive shopping or taking time to savoring a coffee or two, plan for half a day. Arrive mid-morning to avoid the crowds maximizing your 24 hours in Zurich, and start your journey at Paradeplatz for a grand entrance.”

Image credit: @zurich_bahnhofstrasse on Instagram

If you love shopping you may also enjoy reading: Our Favorite Legendary and Lesser-Known Shopping Streets

Enge

The upscale neighborhood of Enge, located on the western side of Zurich, is characterized by beautiful parks, gardens and scenic lakeside promenades.

“This elegant area offers a serene escape from the urban hustle,” says Daniele. “Take a leisurely stroll through Rieterpark, which provides stunning views and makes for a lovely spot for a picnic. Don’t miss the nearby Sukkulenten-Sammlung Zurich (Succulent Plant Collection) if you’re a plant enthusiast.

“Enrich your 24 hours in Zurich and prepare a picnic or enjoy a gourmet lunch by Lake Zurich, where sunsets are truly enchanting. Alternatively, rent a paddleboat for a delightful perspective of the area from the water.”

The Kunsthaus and Rietberg Museums

The Kunsthaus Museum is a treasure trove, hosting one of Switzerland’s most impressive art collections. “The Kunsthaus is perfect for those who wish to see great works by Swiss artists like Alberto Giacometti,” Daniele tells us. “A café visit here offers a luxurious touch of relaxation. Sip a coffee or wine to unwind amidst the artistry.

“For a tranquil cultural experience, the Rietberg Museum showcases a unique collection of non-European art, particularly stunning in spring when the gardens bloom.”  The villas in which the museum is housed offer a serene experience and are where Richard Wagner penned Tristan und Isolde.

“The Opera House frequently hosts outstanding performances,” Daniele adds. “Attending a show is a splendid way to embrace Zurich’s vibrant arts scene during your 24 hours in Zurich.”

Image credit: @kunsthauszuerich on Instagram

You may also enjoy: After-Hours at the Little Museum of Dublin with Author Trevor White

The Old Town (Altstadt)

On the south bank of the river, Zurich’s enchanting Old Town presents a mesmerizing mix of narrow streets, historic buildings, and picturesque squares. Key landmarks include the iconic Fraumünster and Grossmünster churches, architectural marvels that define Zurich.

“For an atmospheric encounter, the Fraumünster with its spectacular Chagall stained-glass windows is breathtaking (5 CHF entrance fee),” advises Daniele. “Don’t overlook the Cloister adjacent to the church, and explore Münsterhof Square, known for its charming historical buildings and cobblestone streets.”

In the heart of Old Town, St. Peter’s Church features Europe’s largest church clock, boasting an outer diameter of 8.64 meters.

“The Lindenhof Hill offers panoramic views of the river and Old Town, particularly magical at sunset,” Daniele notes. “It’s a must-visit during your 24 hours in Zurich.”

Bookmark for later: How Luxury Gold Journeys Go Above and Beyond with Expert Karen Gower

Exceptional Dining

“The Old Town is not only rich in architecture but also a culinary gem,” Daniele reveals. “Enjoy an exquisite array of fine dining and cozy, traditional spots. You can’t leave without trying Zürcher Geschnetzeltes, a delectable veal dish in a creamy sauce, often paired with rösti—a Swiss classic! The vicinity of the Opera House also offers an array of contemporary and traditional restaurants with exceptional menus.”

With over 35 Michelin-starred restaurants, Zurich is a gastronomical paradise. Historical dining venues like Zunfthaus Zur Zimmermann, which dates back to the 14th century, are distinctive. “Originally a meeting place for the carpenters’ guild, it now merges refined dining with Zurich’s rich heritage.”

You may also enjoy reading: The 10 Most Scenic Train Rides in Europe: From Switzerland to Scotland

Sample Swiss Chocolate

No Swiss visit is complete without a sumptuous chocolate experience, and our Luxury Gold Majestic Switzerland includes an immersive visit to a chocolate factory as part of the voyage! For those eager to indulge, Zurich, among other chocolate havens, boasts the exclusiveMax Chocolatier located in the old town, near Bahnhofstrasse.

Founded in 2009, it is known for its artisanal chocolates made from 100% natural ingredients, using seasonal flavors and local Swiss products. The Zurich shop provides a refined yet welcoming experience, with beautifully packaged pralines, truffles, and even vegan options. Tastings are available to sample their unique creations firsthand.

Bookmark for later: History in the Making: Meet Chef Chocolatiers in Switzerland

For the ultimate in Swiss luxury, join us on the 10-Day Majestic Switzerland, where Zurich is your starting destination.

Traveling is an exciting opportunity to explore new cultures, meet diverse people, and experience life from different perspectives. However, understanding travel etiquette is crucial to ensuring pleasant interactions and fostering positive relationships with locals and fellow passengers alike. Whether you’re boarding a long flight or sampling local delicacies, practicing travel etiquette can significantly enhance your journey. To help you out, we’ve put together a handy guide, and two of our expert Travel Concierges share their top travel etiquette tips.

Respect for Language and Culture

Before you head off on your journey, embracing a few key aspects of pre-trip etiquette means that once you arrive at your destination you’re already in tune with local culture and customs.

Learn a Few Key Phrases: Learning basic words and phrases in the local language, such as “hello,” “good morning,” “please,” and “thank you,” can greatly enhance your trip. This effort shows respect for the local culture and often fosters friendlier interactions. In many places, locals appreciate your attempt to communicate in their language, which can lead to more attentive and kind service from servers and others you encounter.

Research Local Customs: Each destination has its own unique customs and etiquette that can sometimes surprise travelers. For example, in Japan, tipping after a meal is often considered rude, while in many Asian countries, showing the soles of your feet is seen as disrespectful. In India and the Middle East, eating with your hands is customary, but using your left hand can be viewed as impolite.

Consider Local Religion and Sensibility When Packing: Clothing plays a vital role in demonstrating respect for local customs. In many regions, especially in Muslim-majority countries, it’s advisable to cover your arms and legs to ensure comfort for both yourself and the locals. Additionally, when visiting temples in Asia or churches in Italy, it’s important to make sure your shoulders are covered.

You may also enjoy reading: 100% Meaningful, 100% Memorable: Why Every Luxury Gold Journey Matters

Don’t Expect Things to be the Same as Home

When traveling, it’s essential to embrace the differences you’ll encounter rather than expecting things to mirror your home environment. Be open-minded and patient; understanding that others may have distinct ways of life will enrich your experience.

“A huge part of cultural expression is seen through the cuisine of a destination. When you visit a new country part of the joy is embracing their food and ways to prepare it,” says Travel Concierge Dom, who specializes in Iberia. “In fact, it is these differences that bring the country alive through your taste buds.

“I have seen visitors become annoyed in Spain when butter is not served with bread, primarily in places south of Madrid, when in fact they are visiting the largest olive oil producing country in the world. With a product this tasty, my advice is to try the many varieties and find one that you love. Of course you can always bring your own butter! But whatever you do, be polite about it.”

You may also be interested to read: Sunshine on a plate: Travel Concierge Dom on his love of Iberia

Dining Etiquette

Eating food and sharing a meal is one of the best ways to learn about another culture and make friends with locals.

Learn the Local Ways: Dining etiquette varies significantly across cultures, so it’s wise to research local customs before you arrive. For example, burping during a Chinese dinner is a compliment, while doing so at a British Sunday roast would not be the case. In Egypt, requesting salt and pepper if it’s not on the table is seen as bad manners, whilst in Japan, slurping noodles or soup is acceptable, but in Brazil, eating with your hands—including hamburgers and fries—is considered unclean.

Try the local foods, gracefully: Trying local foods is a vital part of experiencing a culture. Embrace new flavors, textures, and culinary traditions with an open mind and positive attitude, even if they differ from your usual preferences. Avoid negative comments or grimacing at unfamiliar dishes, instead ask questions and expressing appreciation. This respectful approach fosters genuine connections and you may just surprise yourself with what you like.

If you love sensational dining, we recommend you read: 5 Michelin Star chefs celebrating local culture through food

Etiquette up in the Sky

Such a key part of many vacations, air travel requires close contact with others, whatever class you travel, and exhibiting proper etiquette is essential. Understanding the subtle rules of conduct can significantly enhance your journey and the experiences of those around you.

“Being considerate of your fellow travelers and respecting their personal space is very important,” says Karen Gower, who was a Travel Concierge for over 10 years before becoming Senior Travel Experiences Manager Europe at Luxury Gold. “Something that I have seen more in recent years that I find very frustrating is people watching movies without headphones and expecting the rest of the plane to participate in their in-flight entertainment. However, it is also disruptive when people keep their headphones in and therefore miss all the announcements from the flight attendants, such as telling them to sit down!

“My advice to travelers to ensure that flying remains an enjoyable journey rather than a burdensome task is to always read your information. Even knowing all your boarding info, such as whether to board at the front or the back, and knowing how to navigate the security line can greatly enhance the experience and leave everyone feeling fresh and relaxed.”

Hear more wisdom form Karen: How Luxury Gold Journeys Go Above and Beyond with Expert Karen Gower

Whose armrest is whose? A valuable travel etiquette tip regarding armrests is to recognize the seating hierarchy: the window seat enjoys the armrest closest to the window, the aisle seat claims the outer armrest, while the middle seat—often regarded as the least desirable—has a right to both center armrests. Acknowledging this simple guideline can help reduce discomfort and tension during crowded flights, making the journey more pleasant for everyone.

Seat etiquette: Avoid reclining your seat during meals, as it can encroach on the space of the person behind you.. and take care not to overly knock the seat in front. If you plan to get up often, consider reserving an aisle seat for easier access.

Personal Grooming and Scents While personal care routines are popular on flights, do pay attention to how it affects your fellow travelers. Strong perfumes and scented personal care items can be overwhelming in the confined space of an airplane. A subtle spritz may seem like a good idea, but actually not welcomed by your neighbor.

Bookmark for later: Flying First Class: The Luxury Gold First-Timer’s Guide

Of Course, There’s Always Your Luxury Gold Travel Concierge

There is nothing more awkward than arriving in a foreign country without being familiar with the customs, which is where your Travel Concierge comes in. At the helm of every Luxury Gold journey, they’re an expert in the local culture and language. Offering insights into appropriate behaviors, dining protocols and cultural nuances, they help you navigate unfamiliar environments with confidence, ensuring you have the best experience, as well as ensuring a seamless, flawless journey from start to finish.

Ever wondered about those special ingredients that go into creating a Luxury Gold tour? From selecting the most appealing destinations, finding exceptional hotels and exclusive experiences, to thinking of every moment that weaves your journey together, it takes a special person to make such a special journey. Combining expertise with passion and dedication, we spoke to tour planner Karen Gower, to find out more.

For travel inspiration take a look at our collection of small group journeys

First and Foremost, I Think Like a Guest

Karen joined Luxury Gold at its inception over ten years ago, initially as a Travel Concierge before taking on the role of Travel Experiences Manager Europe in 2024. “I fell in love with the product, and it’s been my life ever since,” she says with pride.

“I don’t think that there’s anybody in the company that has had the privilege to get to know as many Luxury Gold guests as I have personally. Eating with them, spending time with them and walking them through itineraries. So, I’m able to put myself in their shoes.

“I ensure this personal touch permeates throughout a Luxury Gold itinerary, a true understanding of who the guest is and what their expectations are. And it’s of course all cemented together by your Travel Concierge, the master of ceremonies at the helm of every journey.”

You may also be interested to read: The 7 secret skills of every Luxury Gold Travel Concierge

Tailoring Each Journey, Your Travel Concierge

“I encourage each Travel Concierge to carefully consider each guest as an individual,” says Karen, “making a note of their interests and what excites them. Through this they can look for how we can make their trip personal to them. It is the little extras that make the difference, small, noticeable touches can affect a guest’s time with us and make their trip extra special.

“The other thing that is so important to our guests is not to have to think while they are with us. We take care of everything they need and think of everything they haven’t even thought of. You leave your luggage for the porter, and it magically appears in your next hotel room. We take care of special diets, so guests don’t have to explain every time to a restaurant. It is a seamless way to travel, you are even picked up from home and taken to the airport.”

Meet one of our exceptional Travel Concierges: How Travel Concierge Elena Makes Italy Sparkle

Luxury Takes Many Forms

When creating new itineraries and experiences, Karen tells us she focuses on the unexpected. “I’m always looking for something that’s a bit different, something that guests wouldn’t do on their own,” she says.

“That’s the benefit of traveling with Luxury Gold. We show you things that you wouldn’t otherwise come across, such as that little local bakery behind the hotel that sells the most exquisite pastries, but nobody writes about because its local.”

“Authenticity is also a luxury. For example, it might not be appropriate to have a fine dining experience, if that’s not the local food. But the opportunity to dine on traditional local fare at a small local restaurant, tasting traditional recipes and the local wine is a truly exceptional experience.

Bookmark for later: 10 of the World’s Best Luxury Resorts to Stay at This Year

Connection and Passion are Key

“We hear a lot from guests about how much they love contact with local people,” Karen says. “Passionate local people with a story to tell. Maybe they’re preserving their cultural heritage or sharing their cooking skills. This is a luxury when you explore new places. Everyone can tick things off their bucket list, but you never forget that personal contact and that passion that somebody has shown for something that you might not have even known about.”

“The traditional Moll farm that we visit in Norway on Timeless Scandinavia is a great example,” she tells us of one of our MAKE TRAVEL MATTER® Experiences, adding that nobody would ever go up there without us knowing about it. “We meet the owner whose family has been there for generations and are invited into her home. She sings to our guests, gives them the apple cake made from their apples by the local bakery makes and talks about the historic paintings that she’s got in the rooms of her house. She tells us the significance of her home and how she’s preserving a way of life. That is so important, and it is probably not mentioned in any of the guidebooks.”

Discover this on: Timeless Scandinavia

We’re The Envy of Other Travelers

“Luxury also means exclusivity, which I weave this into every Luxury Gold journey” explains Karen, citing the after-hours VIP visit to Doges Palace in Venice as an example, a highlight of our Ultimate Italy itinerary. “Like a film star, you cruise down the Grand Canal in a water taxi past the spectacular buildings. Its towards the end of the day so most tourists have gone home. We meet our Local Expert, Silvia in Saint Mark’s Square and make our way over to the old doors of the palace which swing open, just for us, which is incredible.

“Often there will be a few people in the square who will approach because they think the palace is opening, and we have to say “I’m really sorry, we’d love to help but we have a Luxury Gold private tour, and then we waltz into the palace!

“It’s an exclusive moment to the extent that in on massive room, you stop in one corner and jump slightly on the floor and, because all of Venice is floating, you can actually feel the floor moving, which is something you couldn’t do if it were open to the public. So that is an incredible experience.”

Of course, exclusivity and authenticity don’t mean that any big moments are missed. “On all of our journeys you will see the big experiences you would expect of the location,” says Karen. “We ride the Glacier Express on Majestic Switzerland and enjoy a VIP after-hours visit to the Tower of London on British Royale.

Discover this on: Majestic Switzerland and British Royale 

You may also be interested to read: After Hours: Travel Like a VIP With These Exclusive Experiences

Sustainability is at the Core of Every Journey

“For Luxury Gold, and all our sister brands at The Travel Corporation, responsible travel is a core base of our journeys,” Karen says. “The goal of our How We Tread Right sustainability strategy is to include a MAKE TRAVEL MATTER® Experience on at least 50% of itineraries by 2025, but we’re proud to say we have already surpassed this. Every journey has at least one MAKE TRAVEL MATTER® Experience, with some tours featuring many more.

“These experiences give something back and leave a positive impact on the places we visit. They also offer exclusive opportunities to meet some amazing people We also responsibly source all hotels and experiences, ensuring our impact is positive everywhere we go.”

Karen cites meeting Tracey from Tracey’s Farmhouse on Ultimate Ireland as a highlight for guests and in Perugia, Italy, “fourth generation weaver Marta who we meet on Ultimate Italy has an incredible story to tell about preserving her craft, and is an amazing person who our guests just fall in love with.”

Read more about our commitment to responsible travel: 100% Meaningful, 100% Memorable: Why Every Luxury Gold Journey Matters

Time to Enjoy, and Time to Personalize

“When planning a tour, it is very important to keep the pace of the tour in mind at all times,” Karen explains. “With Luxury Gold we’re aiming to cover everything, but make sure that the guests don’t feel rushed or indeed too tired. Afterall time is the ultimate luxury.

“Personalization and Luxury Gold go hand in hand, and true to that a key feature of our journeys is that guests have enough free time to be able to tailor their tours. Our expert Travel Concierge’s are on hand to assist with recommendations, be that for dining, excursions or just a special moment. It’s a more personal service because there are a maximum 24, average of 18 guests on our luxury small group tours. In their free time, guests might be looking to continue with sightseeing, or simply to rest and enjoy the amenities of our fabulous hotels. They may have a spa treatment booked by their Travel Concierge or wish to join them in a surprise little extra walk or talk.”

 You may also be interested to read: How Travel Concierge Shona Goes Above and Beyond

Our Collection of Luxury Gold Hotels

With these carefully selected properties a hallmark of Luxury Gold journeys, Karen tells us “We definitely favor two or three nights stays on our itineraries,” adding that exceptionally there are some one-night stays when it is a comfort stop in order to avoid an overly long or tiring travel day. “Each tour fits together like a puzzle. It’s a synergy – the sum of the whole greater than each of its parts and a crucial part of that puzzle are the hotels,” she says.

Ranging from heritage properties, boutique city stays to extravagant castles and rural properties with sensational views, Luxury Gold hotels are a destination in themselves. Karen explains that a great deal of thought and care goes into their selection, with each looking to “add something extra to every itinerary.”

“As a rule, our hotels are five-star when available, and always in a great location,” she says, explaining that if 5 star is not available, as in some more rural locations, a high-end four star will be sourced and usually with upgraded rooms. “For example, the Hotel Union overlooking Norway’s sensational Geirangerfjord is a 4-star hotel, with its fjord view rooms offering the most breathtaking views you won’t want to leave – pictures just don’t do it justice.”

“Each property is considered on a case-by-case basis, and from a personal view. Generally, a central location is preferable to somewhere on the outside of the city, but if the quality of the hotel warrants being slightly outside and doesn’t put our guests at any disadvantage, I would choose the better property. Guests also need to be able to go out and about easily. But superior quality is always front of mind.”

Learn more about this sensational hotel: How to Spend 48 Hours in One of Norway’s Most Scenic Hotels

Exceptional Dining Binds Each Journey

Who can talk about guided touring without talking about dining? Offering a chance to taste the flavors of a region, guests can learn about history through food, connecting with each other and the locals.

“These are the moments that bring everyone together,” says Karen. “Guests often underestimate the friendships they will make on a tour. I often hear from those who have decided to travel together in the future, or who visit each other when they return home. They most certainly start as strangers and finish as friends, and dining is a key part of that.”

Michelin Star and acclaimed restaurants of course lead the way. But more than sitting down for meals, join expert locals on foodie street tours, learn to cook, enjoy winery picnics and breakfast in bed.

“Our cooking classes are often underrated by guests, until they try one,” says Karen with a smile. “Especially those of our guests that don’t usually do a lot of cooking!”

“The class on Ultimate Italy takes place in an old hunting lodge of the Medici family, in the middle of the vineyards and Alessio is our chef is incredible. You’re looking out of these huge windows across rolling hillsides and vines as you’re making your pasta. I mean, there can’t be anything that’s more typically Italian yet so intimate.”

Discover this on: Ultimate Italy

Bookmark for later: 7 ways you’ll celebrate Tuscan food when you travel with Luxury Gold

One Eye Always on the Future

“There are so many pinch me moments in this job,” says Karen, adding that she is happily never really off duty. “Even when I’m on my own holiday I’m always looking for inspiration for our journeys. My daughters often travel with me but are wise to my motives – they often ask if I will be taking my guests there.”

“I’m always looking at roads to see if coaches can get down them, where they would stop and the impression new destinations would have on guests. If I walk into a fabulous restaurant my mind would be racing to see if I can design a new itinerary in order to go there!

“Designing a new itinerary is a little bit like going shopping. I am looking for a Michelin dinner, a series of 5-star hotels, a VIP experience, something cultural or part of the local heritage. I then put it all in my basket and make sure that it fits together in a comfortable, balanced and luxurious way, showcasing the best that destination has to offer.”

To experience just how special a Luxury Gold tour is for yourself, take a look at our worldwide collection of small group journeys