FN ISI Export Format VR 1.0 PT J TI New Market Potential of Tourism in Zug AF Mercandetti, Annalisa AU Mercandetti, A AB Zug’s tourism industry depends heavily on business tourism. Decreasing overnight stays and low occupancy rates show that tourism demand is changing. This leads now to the necessity to find long-term strategies to overcome the threatening development. The main purpose of the study is to define under-utilised potential of Zug in order to enhance weekend tourism and consequently to decrease the strong dependency on business tourism. As leisure tourism is a relatively neglected tourism segment in Zug, the study presents opportunities for a successful leisure tourism development based on the defined potential. Research consists of an analysis of the general tourism situation of Zug, a current supply analysis and a visitor survey to define tourism demand. Then, the analysis of leisure tourism potential converges all relevant results, visualising gaps and hidden opportunities. Finally, strategic approaches are presented for a successful weekend tourism development. ER