Switzerland as a travel destination is automatically associated with the unique mountain landscape of the Swiss Alps, with Matterhorn, Eiger, Mönch and Jungfrau peaks. Nature at its most breath-taking, the clean air and cultural traditions have long attracted visitors from all over the world to the Swiss alpine region. The first visitors to appreciate isolated mountain villages like Zermatt and St. Moritz were mainly mountaineers but, in the Golden Twenties, high society also discovered the matchless charms of the region. These mountain villages developed into chic health resorts. Many of the numerous 5-star hotels belong among the most famous in the world.
St. Moritz in the canton of Grisons is today probably the most famous winter sports Eldorado for the rich and beautiful. The "tingling champagne climate", produced by a combination of dry mountain and 322 annual days of sunshine, is legendary. Visitors provide the cosmopolitan atmosphere as 70 percent of them come from abroad. St. Moritz is a brand name symbolizing chic, elegance and class. To avoid misuse, St. Moritz was the first town ever to copyright its name in 1937. The slogan "St. Moritz - Top of the World" was patented in 1986.
Zermatt (canton of Valais) at the foot of the Matterhorn is also first choice among VIPs as a luxurious holiday paradise. Celebrities appreciate the high-class range of ski and mountain experiences on offer, the top class restaurants and shopping opportunities of this authentic mountain world with its traffic-free, relaxing atmosphere. Above all, they value the guarantee of discretion and "privacy" in Zermatt.
Gstaad in the Bernese Oberland also has everything an exclusive holiday resort for the international jet set should have. As well as luxury shops, restaurants and hotels, it has a broad range of attractive cultural and sporting opportunities. Chalet-style hotels give the resort a special charm; the impressive panoramic backdrop of the mountains and fabulous ski and hiking terrains offer a relaxing, active holiday. A diversity of tourist attractions, international events and the "alpine authenticity" of traditional life in the Alps with cows and small farms produce the perfect mix.