Swiss Appeal

When, in 1999, Bill Liao decided to sell his dot-com start-up, leave his native Australia and move his family to Europe, the short list of potential new homes was very 

By DAVID BAIN

It wasn't too hard for us as a family to choose Switzerland," says Bill Liao. "It offered a superior lifestyle, great health care and brilliant transport services – much better than all of its European neighbours."

The 42-year-old serial entrepreneur decided that he wanted to invest the proceeds of his stake in Davnet – which at its peak was Australia's fastestgrowing company and worth about two billion Australian dollars (US$1.8 billion) – in opportunities on the other side of the world.

Mr. Liao has since set up and listed one of the world's biggest business-to-business social networking portals XING, helped numerous chief executives realise greater value from their companies, and been involved in several philanthropic efforts across the world – all from his base in Switzerland.

He decided to live in the canton of Appenzell Innerrhoden, about 40 miles to the east of Zurich and close to the Austrian border. Mr. Liao, who is worth at least $50 million, says low taxes only played a small part in the decision to live in the canton.

"The beauty of the location struck us. Where in the world can you wake up to such beautiful scenery and, in less than an hour, be in an important international city like Zurich?"

Appenzell Innerrhoden is renowned for its scenery – the Appenzell Alps are among the most spectacular in Switzerland – but also for its low taxes, with the top income tax rate only 15%.

Mr. Liao, who recently launched a charity focused on global re-forestation, tries to keep his carbon emissions low when travelling. "I have given up flying, and take trains and boats. Switzerland's location – in the middle of Europe – makes this easier."

Quality of life surveys back Mr. Liao's enthusiasm towards his adopted home. Earlier this year, Monocle, the lifestyle magazine, rated the quality of life in Zurich as the best in the world. A few months earlier, consultancy Mercer placed the Swiss city second in a quality of life survey. Geneva was third.

These surveys, coupled with low tax rates, are fuelling a wave of wealthy immigrants to Switzerland. Last year, immigration rose by 4.3%, with nearly two thirds of the total coming from Germany, France and the U.K.

Since living in Switzerland, Mr. Liao has convinced three of his business associates to move to the country. "The appeal seems to be infectious. Many more of my colleagues around the world are inquiring about moving," he says.