FN ISI Export Format VR 1.0 PT J TI How can the attractiveness of Zurich be improved for North American incentive customers? AF Baumli, Bettina AU Baumli, B AB The convention bureau Zurich is associated with Zurich tourism. The main tasks of the convention bureau Zurich are planning, organizing and implementing business events. One major part of the work are the incentive trips of foreign companies to Zurich. Currently, the number of North American incentive customers in Zurich is not satisfactory, the market is considered to have much more potential, which is not yet fully exploited. This Individual Bachelor thesis investigates the needs, expectations and preferences of North American customers regarding incentive trips. Furthermore, this thesis examines the requirements for an incentive destination. In addition, the current incentive market in Switzerland, especially Zurich, is assessed and analyzed. The study was conducted with the help of industry expert interviews. Finally, suggestions for improvements are included in the recommendations. ER