Opinion: why Zug is becoming the best place to live in Switzerland

When I moved to Switzerland in January 2011 and lived in French-speaking Nyon, near Geneva, I would not have imagined myself saying that Zug is now becoming the best place to live in Switzerland.

Opinion: why Zug is becoming the best place to live in Switzerland
"You don’t need a car, everything is in walking distance." Photo: Zug Tourism

This is not just because of the growing expat community that has made the place home but also because of how Zug has quickly adapted to its increasing popularity.

Read also: Where in Switzerland do foreigners choose to live?

Ask people in Switzerland and abroad about Zug and most will still tell you that, while they have heard of it, they don’t know much about it. And if they do know anything, it is most likely the fact that Zug is the canton with the lowest tax rates in Switzerland.

Guggiwiese with stunning views of the old town, lake and mountains in Zug. Photo: Buehler-Rasom

But there is a lot more to the 800-year-old city of Zug than its fiscal advantages. Zug has undergone a major transformation in the last 50 years. Having been the capital of the poorest canton in the country, it is now a thriving metropolis of around 30,000 people and a burgeoning tourist destination.

Nicolas Ludin, the Managing Director of Zug Tourism summed up Zug’s identity perfectly: “Zug is international, traditional and local.”

A commercial and tax haven

So why is Zug becoming the best place to live in Switzerland?

Let us get the corporate advantages out of the way first. It is true: in Switzerland where every canton and even individual communes have different tax rates, Zug is a tax haven. This has attracted the likes of former German tennis champ Boris Becker and the people of many different nationalities that make their home here.

Depending on your personal situation – including, for example, not just what you earn, but whether you have children or are married, among other factors – income tax can be as low as 3 percent but is typically 10–20 percent.

Compare that to Nyon, in canton Vaud where I was originally based, and where the income tax rate could be a high 27 percent.

Then there are the over 31,000 international companies, including the likes of Johnson & Johnson, which are registered in Zug. In fact, until recently, the number of companies here actually outnumbered the number of residents.

Working in the communications field, I found it infinitely easier to find a job in the Zug–Zurich area than anywhere else.

Gaining expat and local approval

Intrigued to find out what fellow Zugerians thought, I went in search of an opinion or two from both foreigners and locals. Lucia Baumgartner, born in Steinhausen close to Zug, and a German teacher by trade, had this insight from her students.

“The general opinion is that there is a nice blend of small town community mixed in with the international flair of a big town,” she says.

For Tobias Stracke, originally from Hamburg and a hairdresser with the Toni and Guy chain, Zug’s stunning location is a particular draw card.

“You don’t need a car, everything is in walking distance and you are just a few minutes from nature,” he says.

Food and shopping opportunities

Zug’s services and offerings to both expat and local communities continue to improve. No longer do you have to go to Zurich for a bit of high-street shopping. The big labels are here, alongside fashionable boutiques and the Swiss brands.

Zug’s gastronomy scene has also multiplied in choice in the last couple of years. My particular favourite, the Aklin, has been around for generations, but Zug now has specialist sushi, salad and pasta outlets, together with Spanish, Italian and Asian restaurants. Fear not, Swiss fondue is also readily available.

The Aklin restaurant in Zug.

James Heffron, who moved over from the UK with his family a couple of years ago, marvels at Zug’s seasonal culinary delights.

“In spring, you see an abundance of asparagus and exotic mushrooms. During the summer months, Zug is brimming with cherries and in October it is the game season with an influx of wild boar and venison,” he says.


Zug’s increasing popularity has meant that key services like education have had to keep pace with the influx of families. There is an abundance of Montessori schools, nurseries and international schools like Elementa, which come highly recommended. The local school system is renowned in this region and welcomes both local and foreign kids. With Zurich, Bern and Lucerne close by, there is no shortage of universities either.

Location, location

Zug’s location and geography are the best in Switzerland. Being central, Zug is just 25 minutes away by train from Zurich, as is Lucerne. Meanwhile, Bern and Basel are just over an hour away. And some of the most famous ski resorts in the world are no more than an hour or two’s drive away.

As Ludin from Zug tourism puts it: “You are never more than a five-minute walk from nature and Zug has an ideal blend of city and landscape. People know about Zurich, but Zug has yet to be properly discovered.“

Zug has to guard against the challenges of mass tourism

With Zug now an up-and-coming tourist destination, and with growth increasing at a rate of knots, the need for appropriate infrastructure is critical.

For Ludin, it’s about striking the right balance between involving the locals, welcoming travel groups and channeling the opportunities that the expat community creates.

“The locals need to feel local and we want to inform visitors coming to Zug about the town’s traditions,” he said.

Zug is dealing with this transition as well as it can, undoubtedly helped by having a ‘local but international’ identity.

Consider Zug seriously

From a personal viewpoint Zug has improved considerably from when we first moved here four years ago.

Make no mistake, it was tough to adapt to – the German versus French thing exists, and the language barrier and the culture all take time to get used to.

Photo: Charlie Inglefield

However Zug is worth the persistence. Give it a while, pitch in and make the effort and you will be rewarded with an excellent quality of life and living experience.   

Charlie Inglefield, a sports journalist, moved from Sydney in 2011 to Geneva before moving to Zug in 2014 (@charlieirugby).

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Your complete guide to Switzerland’s best Christmas markets in 2019

Christmas is just around the corner, which means its just about time to don a winter hat and get a hot cup of Glühwein. Here are the ten best Christmas markets in Switzerland.

Your complete guide to Switzerland's best Christmas markets in 2019
The Christmas market in Montreux. Photo: Depositphotos

Every diverse region of Switzerland celebrates Christmas with its own cultural tradition, and there's no better way of experiencing these differences than by visiting a local Christmas market. 

While some run for almost a month, others only last a weekend – so make sure to get in while you can. 


Photo: Interlaken Tourism

The Christmas Market in Interlaken is built around the massive Ice Magic skating complex (3000 square metres), which features five rinks all linked by runways.

If you're not confident on the ice, fear not. You can sign up for skating lessons and, bringing a taste of Scotland to Swiss markets, there is also a curling lane available for booking. 

Of course, there's also more than 100 stalls to browse and a chalet-style restaurant to enjoy. The market runs from December 14th until 22nd, but Ice Magic opens on December 14th (running into the new year). 


Photo: Montreux Noel

Now in its 24th year, the Christmas Market in Montreux is known for its grandeur and spectacle. Stretching along the lake promenade (which is, of course, specially lit up for the occasion), the market offers thousands of gift ideas for grown-ups and children alike.

New attractions this year include a 3D light show, craft workshops for kids, a gourmet area and an open-late bar. Or just stick with the classics and visit Santa Claus, enjoy the carnival rides then wash it all down with some tasty grub and Glühwein.

Runs from November 21st to December 24th.



The Christmas Market in Basel is said to be the oldest in Switzerland, and the people living in the city are well known for getting into the festive spirit with lights and decorations.

No wonder, then, that there are not one but three Christmas Markets to enjoy there. Basel's offering is known as one of the biggest and best markets in Switzerland and was recently voted as the 8th best in Europe – so naturally there is a whole lot of fun to be had.

The children's railway, craft workshops, the delicious Basel Läckerli (a hard, spiced type of biscuit) and performances from the Basel Music Academy are just some of the reasons you might want to stop by. The markets run from November 28th until December 23rd. More information can be found here.


Photo: Christof Sonderegger/Swiss Image

Einsiedeln might be small, but its Christmas Market is known as one of Switzerland’s best. As well as offering 130 stalls, the market is said to be the home of the world’s largest nativity scene – with a whopping 450 colourful figurines telling the story of the birth of Jesus.

The stunning backdrop of the Benedictine Einsiedeln Abbey and its twin spires adds to the fairy-tale feeling and the nearby gingerbread museum really puts the icing on the Christmas cake (gingerbread is a local speciality).

You'll have to get in early to catch it though; it runs from November 30th until December 8th.


Photo: Weihnachtsmarkt der Sinne Facebook Page

Like Einsiedeln, Zofingen isn’t the biggest. But its “Christmas Market of the Senses” is worthy of a mention for the remarkable way it offers guests a sensory experience. 

The market provides more than 200 stalls within the cosy old town setting, as well as a section just for “medieval” wares – and there’s a support programme to keep you entertained too. Short and sweet, the market runs from December 6th to December 8th.

St Gallen

Photo: Photo: St.Gallen-Bodensee Tourismus

The Christmas Market in St Gallen is another popular one – and for good reason. During advent, the city is lit up by 700 stars, covering the streets and the stunning medieval abbey district.

Guests can enjoy an advent tour of the city and a concert within a UNESCO World Heritage site cathedral. The market features a selection of handmade products and, for any carnivores out there, the region’s traditional sausage is well worth trying.

The St Gallen Christmas market runs from November 24th until Christmas Eve. 


The medieval town of Bremgarten in Aargau hosts one of Switzerland’s bigger Christmas Markets, with more than 320 stalls filled with trinkets and delicacies to browse.

It is well worth a visit if only so you can say that you've been – but be warned; the Bremgarten market is popular and is usually very, very busy as it takes place only on one weekend.

In 2019, the market will take place from December 5th until the 8th. 


Photo: Christkindlimä 

Flying perhaps a little under the radar, the Christkindlimärt in Willisau, canton Lucerne, is nonetheless a bit of a favourite with locals.

The romantic old-town setting and the daily performances compliment the festive feeling and there’s a packed programme to keep the kids happy.

Don’t miss the yodelling Christmas concert, and make sure you try some Ringli – a sweet local delicacy that's a bit like a very crispy doughnut.

Running for just three days, the Christkindlimärt opens on December 6th and closes on December 8th.


Photo: Ticino Tourism Facebook Page

Ticino is always worth a visit but perhaps even more so when it’s Christmas time.

Featuring a market inside a UNESCO World Heritage site castle, a massive (2000 square metre) ice rink in Locarno’s Piazza Grande and all the usual festive fun with a distinctly Mediterranean flavour, this one is not to be missed.

Dates vary in different places, so be sure to triple check before you head in. Some only run for a short period of time – with the market in Locarno open for just one day (December 8th). 


Set in and around the town’s stunning medieval castle, the Christmas Market in Yverdon-les-Bains is a mostly traditional affair that is notable for being a little more relaxing than some of its peers. You’re unlikely to have to fight your way through the crowd here, giving you more time to enjoy a few drinks and soak up the Christmas spirit. The stalls mostly feature regional produce (including local beers) and there’s also an ice-rink to enjoy too.


For more than 30 years, Bern's Christmas Market has aimed to offer guests what it calls a quiet and sensitive take on Christmas markets. Featuring arts and crafts of the “highest quality”, the market is set in front of the imposing Munster cathedral and runs from December 1st to December 24th. It also runs entirely on renewable Swiss energy. 



Neuchatel’s Christmas Market has been dubbed Switzerland’s “largest indoor market of craft-creators” and organisers put a particular emphasis on showcasing the region’s craft and culinary specialities. Plus, the fact that it is indoors means you won’t have to worry about the weather. The market runs from December 8th to December 16th.


Photo: Morgesmarchedenoel Instagram

The Christmas Market in Morges isn't the biggest but it does win points for its historic qualities as it is set in and around a castle that dates back to the 13th century. This year, the castle grounds will be home to 20 chalets that surround a large tented restaurant area. There will also be a healthy selection of artisan stalls and attractions to keep children interested.  


Every year, Lucerne's Franciscan square in the heart of the city's old town is converted into a winter wonderland full of colourful wooden houses. Nestled away from the hustle and bustle of the city centre, the market is rightfully known as being one of Switzerland's most attractive.

With around 70 stalls to enjoy and a variety of entertainment for children, the market runs from December 5th to December 22nd.


Christmas in Lausanne is like nowhere else. “Traditional but extremely modern” is the tagline they like to use and they certainly back it up. The annual festival of lights sees installations set up all over town, and even though they sometimes have very little to do with Christmas, they do help boost spirits. 

Markets in Lausanne are actually held in three different locations, each with its own style. There's lots for the kids to enjoy, a nice selection of local craftwork to browse and, of course, lots of wine. Markets run between November 20th and December 31st. More information on locations can be found here.

A version of this story was originally published in November 2018.