Asia is surprisingly close

Japan fascinates with its contrasts, which exist side by side without fuss or fanfare: reverence for nature and enthusiasm for technology, traditional woodblock prints and futuristic manga, meditative Zen gardens and vibrant international cities. Japan is an increasingly popular travel destination. It is precisely the balance it offers between tradition, modernity, deep connections to nature and an omnipresent sense of aesthetics that makes this country so special. And this is particularly evident in the spring: When the cherry trees burst into flower, people throughout the country gather for "hanami", when they celebrate the blossoming of the trees together.

Cherry blossom magic akin to that of Kyoto

Those hoping to experience their own personal hanami moments in Switzerland can find wonderful spots to do so here as well: Mon Repos park in Lausanne, Bertastrasse and Zentralstrasse in Zurich, or Viale Monte Verità in Ascona. Especially in Ascona, with the snow-capped Dufourspitze in the background, you could even imagine yourself standing at the foot of the majestic Mount Fuji for a moment. Fans of delicate pink hues are certain to find a favorite hanami spot somewhere in the vicinity on the list of the 6 most beautiful locations for cherry blossom in Switzerland.

Another window to Asia opens at the largest museum in Switzerland for non-European art: at the Rietberg museum in Zurich. Until July 12, 2026, the museum’s special exhibition provides fascinating insights into a world once reserved for a small, educated circle: "surimono" – precious woodblock prints, created as exclusive New Year’s greetings or poetic miniature works of art. Guided tours and workshops further enhance the experience. 

And for those wishing to explore contemporary Japan, the Baka Store in Zurich-Oerlikon offers a modern continuation of a centuries-old visual tradition. With manga, anime and collectors’ cards, it appeals to many more than children. The entire collection is naturally available online as well.

Those eager to incorporate a touch of Japan into their daily lives can find inspiring possibilities for doing so in Switzerland. That includes SHINWAZEN – a stylish specialty store in Zurich’s 4th district. The selection ranges from carefully chosen ingredients for classic dishes to first-rate sake and Japanese whisky, as well as ceramics, cooking utensils and books. 

At hōmu in the heart of Basel, meanwhile, the offering spans from antiques to contemporary everyday products. It is naturally the case that futons and tatami mats are also available. Both stores also have online shops. American Express Cardholders enjoy an exclusive 15% discount on the entire assortment at both locations.

A vibrant example of Thailand’s festive traditions is Songkran – the Thai New Year, also known as the Water Festival. Those wishing to experience this time-honored ceremony don’t necessarily need to travel to Southeast Asia, though. From April 14 to 16, starting at 6 p.m. each day, the festival will also be celebrated at the eastern end of Lake Zurich – at the Himmapan Lodge in Rapperswil-Jona. Experience the gastronomic variety of Thailand in a truly festive atmosphere. 

Enjoy an authentic Thai market buffet, accompanied by a traditional water ceremony where you will be warmly welcomed. Allow yourself to be enchanted by the flavors, colors and fragrances of Thai cuisine and feel the joy of life and sense of community that characterizes this special festival. Incidentally: Those paying with an American Express Card can look forward to receiving a complimentary Thai welcome drink.

Some 268 mountain peaks over 3,000 meters high, expansive sandy beaches perfect for surfing and swimming, futuristic cities and impressive temples: Taiwan combines fascinating contrasts in a very small area. Yet despite this, for many, the island remains something of a blank spot on the travel map.

This could soon change, however, as Taiwan is considered one of the most beautiful hiking destinations in East Asia, and is increasingly attracting the attention of discerning travelers worldwide. One of its many highlights is Kenting National Park at the southern tip of the island. Its white sandy beaches, lush green forests and a breathtaking mountain landscape combine to create an ensemble of remarkable variety.

Discover this hidden gem before the crowds arrive

Those who prefer to avoid the crowds should plan their trip sooner rather than later. Although the island is still considered a hidden gem, its popularity is growing. The travel specialists at Willi Travel AG can offer you assistance with your travel planning, and American Express Cardholders enjoy a discount of CHF 250 on their trip. Find inspiration for your road trip across Taiwan at the following link.

Together with our partners, we wish you a relaxing journey.