Instead, the focus is on quality, service, and added value, like those ski butlers. In exchange, guests who come to five-star hotels also contribute a good deal to the rest of the economy, spending ...

For every charming chalet-filled village, there’s a contemporary city center full of Michelin-starred cuisine and luxury ...

Switzerland Tourism is moving beyond growth numbers, focusing on sustainable travel and targeted experiences for key segments ...

Imagine snow-capped mountains but printed on a headscarf that you can wear. Switzerland Tourism’s latest campaign saw it ...

U.S. News Insider Tip: Visit the Pradaschier toboggan run in Churwalden at the Lenzerheide Arosa recreation area near the ...

For the tourist industry in particular, it's an opportunity. In Switzerland, which has long cultivated a reputation for understated luxury, the number of five-star hotels is increasing faster than ...