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 ...

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 ...