✓
GO
decision score 72/100
A strong fit — enter Zurich for tourism.
Sector fit 74/100, opportunity 60, risk 18. Market suits mid-market to premium positioning. Driven by Tourism, Safety.
Sector fit
74/100
Decision score
72/100
Opportunity
60/100
Risk
18/100
Big Mac afford.
81/100
716 macs / salary
Positioning
mid-market to premium
purchasing power 60
Market profile
Eight pillars of the environment this decision sits in (0–100).
Sector fit — this market
Which sectors this market supports best. Your pick is highlighted.
01
Why — the drivers
what supports or constrains this sector hereTourism
Tourism supports demand in this market.
short-term▲ positive74
Safety
Safety supports demand in this market.
short-term▲ positive88
Opportunity
Opportunity is adequate but not a standout advantage.
medium-term◆ mixed60
Big Mac · live affordability
The everyday-cost proxy — real prices, The Economist 2026-01-01.
81
AFFORDABILITY /100
Local price
7.3 CHF
USD price
$9.08
Macs / salary
716
Work minutes
14.8
Currency valuation
+48% overvalued
Forecast — 3 scenarios
Market outlook band; probability-weighted.
Conservative
66
p = 24%
Base
70
p = 38%
Growth
74
p = 38%
02
Should you here — or elsewhere?
same sector, ranked across markets03
The call
Why yes
- Tourism (74) supports demand for tourism.
- Safety (88) supports demand for tourism.
- Strong business environment (90) eases setup and operations.
- High safety (88) supports premium, family and tourist demand.
- Heavy inbound migration (78) keeps the addressable base growing.
- Everyday affordability is high — real spending headroom.
Why not
- No major red flags at the national level.
Recommended strategy
GO. Enter selectively with a focused format — target a mid-market to premium tourism offer. Decision score 72/100 (fit 74, opportunity 60, risk 18).
Monitor: inflation vs. wage growth · Big Mac releases & currency valuation · tourism trend · competitive supply.