Top ranking: Switzerland 10th most popular tourist destination in Europe

Switzerland has been a popular tourist destination since the beginning of the tourism era at the end of the 19th century.

Tourism in Switzerland: a small nation in the heart of Europe, but a tourism giant.

10 Places to visit in Switzerland

According to UNWTO data, Switzerland ranks 10ᵉ most visited destination in Europe, with 22.12 million international visitors per year. A remarkable figure when compared to the country's modest size: Switzerland remains one of the smallest territories on the continent, but continues to attract as many - if not more - tourists than much larger nations.

The infographic highlights this performance perfectly: surrounded by tourism giants such as France, Spain and Italy, Switzerland has risen to the top of the European rankings, confirming its place as a must-see destination thanks to its exceptional natural, cultural and historical heritage.

A tourist success story steeped in history

Switzerland has been popular since the beginnings of modern tourism in the XIXᵉ century. When the first European travellers were looking for nature, fresh air and grandiose panoramas, the country quickly became a benchmark. Pioneering mountaineers, romantic artists and then the first train travellers shaped the reputation of a territory synonymous with purity, tranquillity and a change of scenery.

Even today, this heritage is reflected in the great diversity of Switzerland's internationally recognised tourist regions.

The major regions for which Switzerland is renowned as a tourist destination

Zermatt: the icon of Matterhorn

It's hard to talk about tourism in Switzerland without mentioning Zermatt, an Alpine village that is world-famous for its Matterhorn. With its discreet luxury, winter sports and unique landscapes, Zermatt attracts a loyal international clientele.

The Engadine: Alpine elegance and unique light

Located in the canton of Graubünden, the Upper Engadine (St. Moritz in particular) captivates visitors with its rare combination of high-altitude lakes, refined architecture, historic hotels and a sophisticated Alpine lifestyle.

The canton of Vaud: lakes, Alps and the good life

The Vaud highlands, with resorts such as Les Diablerets and Leysin, and the shores of Lake Geneva, offer four-season tourism. With its UNESCO-listed terraced vineyards, mountains and culture, Vaud occupies a central position in Swiss tourism.

Interlaken: the capital of adventure

Nestling between Lake Thun and Lake Brienz, Interlaken is regarded as one of Europe's leading centres for adventure tourism.

Paragliding, hiking, canyoning, skiing: an ideal starting point for discovering the Bernese Oberland.

Lucerne The ultimate postcard of Switzerland

Chapelle Bridge, Lake Lucerne, direct access to Pilatus and the Rigi...

Lucerne remains one of the country's most photographed cities. Its central location and traditional charm make it a must for international visitors.

Why does Switzerland attract so many visitors despite its small size?

Several factors explain this enviable position:

✔️ A unique natural landscape

Majestic Alps, crystal-clear lakes, typical villages: Switzerland offers a wealth of exceptional landscapes.

✔️ Four-season tourism

Skiing in winter, hiking and lakes in summer, culture and gastronomy all year round.

✔️ Unrivalled quality of infrastructure

Public transport, signposted hiking trails, hotels of all categories: Switzerland is a model of organisation.

✔️ A strong international image

Safety, cleanliness, unspoilt natural surroundings and excellent accommodation all add to its appeal.

✔️ A rich cultural and historical heritage

Museums, Alpine traditions, medieval towns and modern destinations offer a rare diversity in such a compact area.

A position that confirms the strength of the “Switzerland” brand in the world of tourism

Being 10ᵉ most visited country in Europe despite having a much smaller surface area than the other top 10 destinations demonstrates Switzerland's power as a global tourism brand.

With over 22 million foreign visitors every year, the country continues to shine thanks to :

its mythical landscapes, its warm welcome, its stability and its reputation for excellence.

This performance is all the more remarkable given that it has been maintained for decades, proof that the Swiss charm continues to work.

Living the World Cup 2026 from Switzerland