The Greater Zurich Area (GZA) aims to attract international companies to Switzerland, with certain cantons eager to join this marketing alliance while others remain skeptical. Following a 14-year absence, Aargau is considering rejoining, in contrast to Solothurn, which is contemplating exiting. Despite successes like the establishment of Biogen and Google, the GZA experienced a decline in international firm relocations in 2023 compared to previous years. The GZA claims to adapt its strategies to include diverse industries, increasing potential for attracting global players.