A compact country resting in the heart of Europe, Liechtenstein is a small principality home to medieval castles, alpine villages, endless charm, and its very own royal family who live high upon a hill. Lace up your walking shoes and explore this fantasy-like country ripe with charm and adventure.
LIECHTENSTEIN
A place where fairy tales and bedtime stories come to life, the small but unforgettable country of Liechtenstein is a landscape of pure, unfiltered fantasy just waiting to be indulged in.
Curled up and tucked away between Switzerland and Austria, the country is comfortably nestled within the slopes of the Alps and the Rhine Valley – boasting sweeping mountainous views that would convert even the most stalwart indoor lover into an outdoor enthusiast.
Only 16 miles long from the southernmost to the northernmost point, Liechtenstein may be petite, but its culture and natural wonders rival those of destinations quadruple its size. With grazing cattle scattered across verdant meadows, mountain peaks that pierce the skies, and its very royal family that resides in a turreted castle atop a lush hill, the country promises adventure, romance, and rich cultural heritage.
Captured by the Romans in 15 BCE and becoming a part of the province of Raetia, Liechtenstein is the last remnant of the Holy Roman Empire that became increasingly Germanised by the arrival of the Alemannic migrants.
The modern country was created by the Princes of Liechtenstein, who purchased both the country of Vaduz and the lands of Schellenberg, merging the territories in 1719 to form the Imperial Principality.
Currently, the country is ruled by Prince Hans-Adam II, one of the most powerful and wealthy monarchs in the world, with his son, Hereditary Prince Alois, serving as the acting head of state since 2004.
Besides the appeal of the powerful yet gracious royal family, the country offers world-class museums in the capital city of Vaduz, winter-wonderland villages embedded deep within the mountains, hamlets of vibrant medieval Walser culture, and never-ending trails that are picture-perfect for walking, hiking, and cycling.
No matter what sort of holiday you are looking to embark upon, Liechtenstein offers adventures and memories that will leave you breathless for more. Be ready for a true fairy tale right at your fingertips.
Q&A WITH LIECHTENSTEIN MARKETING
Responsible for state communications and marketing of the Principality of Liechtenstein as a business location and tourism destination, Liechtenstein Marketing is adamant about showcasing why the country, despite its small size, belongs on every discerning traveller’s bucket list.
It also promotes the Liechtenstein brand values of being approachable, dedicated, reliable, active, and successful.
Specifically, the brand builds a bridge from the roots of the small state to the present and into a dazzling future, inspiring trust and a feeling of home.
The Liechtenstein brand is the link connecting all actors and forces committed to the sustainable development of the country and raising awareness amongst the population.
Firstly, can you talk us through the origins of Liechtenstein Marketing and its initial vision?
Ulrike Charles, Head of Tourism (UC): Liechtenstein Marketing was founded to promote the country as both a tourism destination and an economic hub.
We are responsible for destination marketing, tourism promotion, business location branding, and strengthening the country’s global presence. Our initial vision was to establish Liechtenstein as an attractive place to visit, live, and do business.
What are your organisation’s current goals?
UC: Liechtenstein Marketing’s current goals include promoting soft tourism, strengthening the national brand, and positioning Liechtenstein as a competitive destination for business and leisure. The organisation also focuses on sustainable tourism initiatives and digital marketing strategies.
How do you market Liechtenstein as an attractive destination?
UC: Liechtenstein is unique. The principality is in the centre of the Alps and surrounded by beautiful nature, offering guests a truly special experience.
Liechtenstein Marketing is responsible for positioning the country in the world. We promote Liechtenstein as a destination through digital campaigns, partnerships with travel agencies, participation in international tourism fairs, and media collaborations. The focus is on showcasing Liechtenstein’s natural beauty, cultural heritage, and year-round outdoor activities.
“Liechtenstein is unique. The principality is in the centre of the Alps and surrounded by beautiful nature, offering guests a truly special experience”
Ulrike Charles, Head of Tourism, Liechtenstein Marketing
How do you promote off-season travel?
UC: Liechtenstein is exciting for guests from across the world all year round. To encourage tourism outside the peak season, Liechtenstein Marketing promotes indoor attractions, cultural events, and exclusive off-season packages.
In summer and autumn, activities like hiking and cycling are highlighted; winter promotions focus on skiing, cross-country skiing, and other seasonal experiences, whilst gastronomy remains a year-round attraction.
Are there any interesting projects in the pipeline you wish to highlight?
UC: Liechtenstein Marketing is continuously working on new tourism and marketing initiatives. The newest project will be our ‘WELCOME Adventure Pass’, which has been available since June and will be exclusively available to overnight guests with free public transportation throughout Liechtenstein and a 20 percent discount on various experiences. In this way, we enable guests to experience Liechtenstein in an even more comfortable and exciting way.
Why, in your opinion, should someone visit Liechtenstein?
UC: Liechtenstein is a hidden gem in Europe, offering stunning alpine landscapes, unique panoramic views, medieval castles, rich culture, and outdoor activities like hiking and cycling. It is also one of the safest and most charming destinations in the world. Liechtenstein’s uniqueness as a principality and Alpine state delights guests.
“Liechtenstein is a hidden gem in Europe, offering stunning alpine landscapes, unique panoramic views, medieval castles, rich culture, and outdoor activities like hiking and cycling”
Ulrike Charles, Head of Tourism, Liechtenstein Marketing
What are some of the country’s most unique landmarks?
UC: Some of Liechtenstein’s most remarkable landmarks include Vaduz Castle, the official residence of the royal family, Gutenberg Castle in Balzers, Kunstmuseum Liechtenstein, Malbun, which is surrounded by mountains and the perfect starting point for hikes, and the Cathedral of St Florin. The Liechtenstein Trail is also unique, allowing you to discover the whole country on a single route.
What trends are transforming the tourism industry in Liechtenstein, and how are you utilising them?
UC: Emerging trends such as sustainable travel, digital experiences, and a demand for authentic cultural encounters are shaping tourism in Liechtenstein. The country is focusing on eco-friendly tourism options and promoting local traditions to meet these trends.
What challenges does the tourism industry in Liechtenstein face?
UC: Liechtenstein’s tourism industry faces challenges such as limited accommodation capacity and the absence of a direct airport. We also face strong competition from neighbouring Switzerland and Austria, which offer similar attractions. Additionally, the high cost of our currency, the Swiss franc, affects price competitiveness.
Finally, are you optimistic about the future of the tourism industry in Liechtenstein?
UC: Despite these challenges, we remain optimistic about the future of tourism in Liechtenstein. The focus is on sustainable tourism, digital marketing, and developing new offerings to attract more visitors in the coming years to offer them a unique experience in a beautiful landscape.
OUTLOOK RECOMMENDS
Eat:
FOR A CONTEMPORARY TAKE ON MODERN CUISINE…
Torkel, a Michelin-starred restaurant, is where gastronomes can dine like royalty. Overlooking the prince’s vineyards, the restaurant expertly blends its medieval remnants with modern luxury, serving customers meals heavily inspired by seasonal, high-quality ingredients. The dining room features a preserved wine press – ‘torkel’ in the local dialect – which pays homage to the building’s historic origins.
FOR AN OPPORTUNITY TO DRINK LIKE A PRINCE…
Having participated in viticulture for nearly 600 years, Liechtenstein is well-known for its winemaking culture. The Hofkellerei des Fürsten von Liechtenstein – the Cellars of the Prince of Liechtenstein – has been in the royal family’s possession since 1712, creating some of the most divine pinot noirs and chardonnays around. Visitors can indulge by partaking in a one-of-a-kind wine-tasting experience fit for royals.
Do:
FOR AN OPPORTUNITY TO ENGAGE WITH ART…
Recently celebrating its 25th anniversary, the Kunstmuseum Liechtenstein is the state museum of modern and contemporary art and a distinctive landmark in Vaduz. Boasting iconic architecture and a dark reflective façade, the museum’s collection showcases international art with an emphasis on sculptures, installations, and objects that inspire the discussion of new perspectives.
FOR A JOURNEY OF STYLISTIC INSPIRATION…
Get your hands on the best deals at Landquart Fashion Outlet in the neighbouring Swiss municipality of Zizers, where you can shop in the open air in a unique village centre surrounded by the towering mountains of Graubünden and breathtaking landscapes.
Modelled after a traditional Grisons village in a chalet style, the outlet boasts over 160 international fashion and lifestyle brands, including the likes of Bogner, Hugo Boss, Karl Lagerfeld, Tommy Hilfiger, and more.
Open seven days a week and offering everything from fashion and sport to outdoors and lifestyle, become inspired by the exquisite collections and must-haves that are at least 30 percent cheaper than the typical retail price.
Beyond the premium brands right at shoppers’ fingertips, Landquart Fashion Outlet also boasts a plethora of high-end cafés and restaurants in addition to other services to ensure a smooth and enjoyable day out.
These include gift cards, a tourism information centre, an ATM, free WiFi, a park and rail, a contemplation room, luggage storage, an electric vehicle (EV) charging station, a wheelchair and baby carriage, and a pet-friendly atmosphere.
Equally as essential to ensuring an optimum day out with endless shopping choices, Landquart Fashion Outlet emphasises the importance of actively working to improve its environment.
For the outlet, sustainability is not just a buzzword – it’s an integral part of how it manages its retail space for the long term. It focuses on key environmental and social impacts, with projects that include alternative mobility, bike stations, green walls, solar panels, waste management, and more to allow visitors to enjoy their shopping experience whilst supporting the beauty of the natural landscape.
Sleep:
FOR A CHANCE TO RECONNECT WITH NATURE…
Camping Mittagsspitze, a campsite in Triesen, offers adventurers the chance to experience ultimate relaxation in a breathtaking landscape only seven kilometres (km) away from Vaduz. With a pool, playground, biking and hiking tours, and a restaurant all on offer, the campsite seamlessly combines a passion for the outdoors with natural splendour.
FOR A LUXUROUS MOUNTAIN RETREAT…
A 4-star superior hotel with unparalleled panoramic views of the Alps, the Rhine Valley, Vaduz Castle, and nearby vineyards, Park Hotel Sonnenhof is a place where being is a pure delight. The moment guests arrive, a special energy that characterises the hotel takes over, and the only expectation is to experience passionate, positive, uncomplicated, true pampering.
LIECHTENSTEIN TRAIL IN FOCUS
There’s only one way to truly experience the very best of Liechtenstein, and that is by walking across the entire country on a single, breathtaking route.
Whilst the country is only 25km in length, the Liechtenstein Trail weaves in and out of flourishing vineyards, endless meadows, pearl-tipped mountaintops, and hilltop castles, stretching a total of 75km, allowing trekkers to become intimately familiar with every inch of the principality.
Launched in 2019 in celebration of the country’s 300th anniversary, the Liechtenstein Trail takes visitors through all 11 municipalities of the country, revealing a wealth of culture and history along the way.
It is possible for experienced hikers to complete the trail in two days; however, it is specifically divided into five stages – Balzers-Triesenberg; Triesenberg-Vaduz; Vaduz-Nendeln; Nendeln-Ruggell; and Ruggell-Schaanwald.
Each stage is between 10 and 19km long in order to allow visitors to fully experience the uniquely exciting stories, sights, and natural views.
The suggested itinerary endorses dallying and veering off course to explore the country’s diverse scenery, expand your mind at different museums, marvel at castles, traverse German-speaking dorfs (villages), amble through forests, and witness the evocative ruins of sites like Schellenberg.
Be sure to download the LIstory app whilst hiking to learn more about key sites along the way and gain a broader picture of not only the landscape but the backstory that accompanies it.
Experience a majestic and picturesque adventure that blends technology with history, culture, and exceptional beauty. The Liechtenstein Trail will make your heart sing and imagination soar to heights you never dreamed of.
LANDMARK ATTRACTIONS
Vaduz
The political and cultural centre of the country, Vaduz is the capital city of Liechtenstein, known for its charm-ridden, stunning older houses, cultural landmarks, and picturesque mountain scenery. Walking around the city is akin to strolling about an open-air art exhibit, with access to modern museums, traditional Alpine houses, rose-strewn gardens, intricate architecture, and mouth-watering national food that warms visitors up even on the snowiest of days.
Malbun
A small-scale mountain village home to the country’s main ski resort, Malbun is a winter wonderland where plump snowflakes litter dark timber roofs and the white peaks of the Alps loom above like sleeping giants. A prime spot for skiing fanatics, the area also offers snowshoeing, llama walking, ice climbing, and hiking. Despite its wintry reputation, summer in Malbun is equally as enchanting, with bell-jangling cows meandering through meadows, verdant trails, and flowers awning the fields like a kaleidoscope, making it the perfect hiking paradise.
Vaduz Castle
Vaduz Castle proudly towers 120 metres above the capital city. With origins dating back to the 12th century, the turreted and fantasy-esque castle is set against the theatrical backdrop of soaring mountains and verdant hills. As the official residence of the royal family, the castle is closed to the public; however, you can take a look inside the castle walls at the “Altes Kino Vaduz” or “Fürstenkino” every afternoon at 2pm.
GETTING THERE AND AROUND
With no public airports in Liechtenstein, the best way to arrive in the country is to land at Zurich Airport (ZRH) in Switzerland – the closest major airport serviced by a variety of airlines and connecting all over the world. Alternatively, Friedrichshafen Airport (FDH) in Germany is smaller in stature but served by many low-cost airlines.
From there, visitors have the choice to rent a car and drive directly to the country or utilise well-patronised and reliable public transport options. The nearest train stations include Sargans and Buchs in Switzerland or Feldkirch in Austria. From there, you can use the WELCOME Adventure Pass when you stay the night in Liechtenstein.
Once inside Liechtenstein, travellers will quickly find that biking is an incredibly popular and convenient way to get around. The roads are kept in excellent condition, many of which have clearly defined bike lanes and allow cyclists to easily access the majority of the country. In fact, biking the entirety of the nation only takes a few hours and offers unparalleled views of the natural scenery.
However, as bikes are not easily rentable, the very best way to truly experience all the country has to offer is on foot or by bus. Be sure to pack some reliable walking shoes and fill up your water bottle as you traverse all of the trails and walkways that zigzag across the stunning scenery.
Luckily, there is no right or wrong time of the year to visit Liechtenstein. The country oozes charm and a sense of nostalgia, whether it’s a warm summer breeze or snowy winter evening.
From May to October, those who love hiking, sightseeing, and cycling will be bathed in sunlight and carpeted in lush greenery. For visitors who excite at the thrilling idea of winter adventures like skiing or snowboarding or even prefer curling up by a warm fireplace as snowy scenes twinkle outside, the cold months of December to March are the ideal time to explore the country.
No matter when you decide to set foot in Liechtenstein, the possibilities are endless, and you’ll be spoilt for choice when it comes to adventure, culture, and memories to relive time and again.
