Discover Zermatt, where adventure meets enchantment in a twinkling, picturesque Alpine village that beautifully blends thrilling outdoor pursuits with rich cultural heritage, all beneath the majestic gaze of the iconic and mystical Matterhorn.
INTRODUCTION
Cradled in the idyllic canton of Valais, in the Mattertal Valley southwest of Switzerland, lies the charming village of Zermatt, a hidden gem cocooned by the Swiss Alps.
Towering majestically as an emblem of adventure, resilience, and the human spirit, the legendary Matterhorn, whose jagged spear pierces the cloud-mottled horizon and casts a striking silhouette against the sky, serves as a stunning testament to nature’s artistry and grandeur.
The region is a serene haven where lush valleys meet dramatic mountain peaks, creating an enchanting backdrop that captivates all who visit.
The Matterhorn, once famously featured on Toblerone packaging, is renowned for its pyramidal shape, earning its nickname as the ‘Mountain of Mountains’. This dazzling pinnacle is one of the most recognisable symbols of the Alps, beguiling numerous photographers and adventurers from around the world, commanding both attention and admiration.
Originally an agricultural community, Zermatt has transformed into an illustrious haven for mountaineers and ski enthusiasts, all eager to experience the allure of the myth-steeped Matterhorn and immerse themselves in its cultural lore. The town gained prominence in the mid-19th century when mountaineer Edward Whymper’s team first summited one of nature’s most stunning creations.
Zermatt’s culture is shaped by its Alpine environment, with various festivals throughout the year celebrating local customs and traditions.
Generational stories from expert mountain guides add to the bewitching wonderment, whilst seductive summer folklore brings the village to life with the joyful sounds of Schwyzerörgeli accordion players, yodellers, and vibrant dances.
Spontaneous photo opportunities are plentiful, especially during the charming Zermatt Goat Parade, a delightful celebration of the village’s lively spirit.
With enchanting streets lined with traditional Alpine architecture and a vibrant atmosphere, Zermatt offers a perfect blend of adventure and relaxation.
Visitors can roam freely and peacefully in Zermatt, a pristine car-free paradise that preserves the beauty of its snow-covered landscape. Transportation options include zipping around in electric taxis, gliding through the streets in elegant horse-drawn carriages, or simply strolling on foot to absorb the spellbinding atmosphere.
Envision meandering past quaint wooden chalets adorned with colourful flowers and indulging in exquisite culinary delights at gourmet restaurants flanked by Alpine peaks and sparkling snowfields, with local cuisine highlighting Swiss staples such as fondue and raclette, served in cosy mountain retreats.
The community prioritises sustainability and aims to balance tourism with environmental preservation, exemplified by Dossen Glacier Garden, a fascinating remnant of the last Ice Age that features glistening glacier sculptures, including remarkable glacier mills formed by melting water that carved cylindrical cavities in rock.
Historic soapstone quarry remains form intricate crafts and ornate ovens in Upper Valais homes, blending geological wonders with cultural heritage.
A year-round adventure hub for outdoor enthusiasts, Zermatt offers over 360 kilometres (km) of ski runs suitable for all skill levels, as well as ice climbing and skateboarding on frozen surfaces in winter. In the summer and autumn, hiking is particularly popular, with the Five Lakes Walk providing spectacular views.
The summer is also ideal for mountain biking trails and glacier tours, whilst climbing enthusiasts can take part in guided ascents of the Matterhorn. Alternatively, canyoning in nearby gorges during the warmer months combines climbing and swimming for thrill seekers.
All these experiences seamlessly intertwine to ensure Zermatt is an unforgettable destination for anyone dreaming of an Alpine adventure.
Q&A WITH ZERMATT TOURISMUS
Selina Gull, Head of Marketing at Zermatt Tourismus, discusses the evolution of Zermatt as a premier destination, the organisation’s commitment to sustainability, and the diverse experiences that await visitors throughout the year.
Firstly, can you provide an insight into Zermatt Tourismus, what it has achieved since its inception, and how it has shaped the municipality as a destination and enhanced the visitor experience?
Selina Gull, Head of Marketing (SG): Zermatt Tourismus has played a crucial role in positioning Zermatt as one of the world’s most famous mountain destinations.
Since its inception, the organisation has focused on creating a strong brand identity centred around the Matterhorn, sustainability, and first-class guest experiences.
Through strategic marketing and key partnerships both within and outside the destination, Zermatt has developed into a year-round destination offering world-class skiing, hiking, and culinary experiences.
What are your current goals and how do you plan to achieve them?
SG: Our main objective is to strengthen Zermatt’s position as a sustainable premium destination whilst ensuring visitor numbers are evenly distributed throughout the year.
To achieve this, we are focusing on three key areas. Firstly, digital innovation plays a crucial role in improving our online booking platforms and enabling personalised communication with guests.
Secondly, we are committed to experience-oriented marketing, showcasing authentic stories and highlighting unique activities in all seasons to inspire travellers.
Finally, we emphasise sustainability communication, actively promoting the eco-friendly initiatives of local businesses and reinforcing Zermatt’s dedication to responsible tourism.
How do you market Zermatt as a year-round destination, and which seasonal activities are emphasised?
SG: We showcase Zermatt’s versatility through targeted campaigns that highlight the unique experiences of each season.
In winter, visitors can enjoy skiing on 360 km of slopes, scenic winter hikes, and exceptional fine dining. During summer and autumn, the focus shifts to hiking, mountain biking, and mountaineering adventures around the iconic Matterhorn.
Our messaging consistently reinforces that Zermatt is far more than a ski resort – it’s a year-round destination offering adventure, relaxation, and cultural experiences in the heart of the Alps.
“Zermatt perfectly blends luxurious hotels and exclusive experiences with authentic Swiss heritage, creating an unforgettable destination for those who value nature, comfort, and culture”
Selina Gull, Head of Marketing, Zermatt Tourismus
What unmissable activities and attractions would you recommend for first-time visitors?
SG: For first-time visitors, Zermatt offers a range of unforgettable experiences. A visit to Matterhorn Glacier Paradise, Europe’s highest cable car station, provides breathtaking views of the surrounding peaks.
Another highlight is the Gornergrat Railway, a scenic train journey that reveals panoramic vistas of the Alps.
Exploring the historic village with its charming wooden chalets offers a glimpse into Zermatt’s rich cultural heritage, as well as culinary delights and traditional Swiss dishes from Michelin-starred restaurants and, of course, witnessing the Matterhorn at sunrise is an experience that will stay with you forever.
Why, in your opinion, should someone visit Zermatt? What defines it as a destination?
SG: Zermatt stands out thanks to its unique combination of natural beauty, diverse offerings, and first-class hospitality.
It offers an authentic Alpine experience, free of traffic, with impressive landscapes and culture that blends tradition with modern luxury. Visitors come for the Matterhorn but stay for the hospitality, adventure, and tranquillity that the mountains in Zermatt offer.
What are some of the most unique characteristics or features that set Zermatt apart from other mountain resorts?
SG: As a unique mountain village, Zermatt guarantees clean air and a tranquil atmosphere thanks to its car-free policy.
Ski enthusiasts can enjoy the slopes all year round, with summer skiing made possible by the glacier. Towering above it all is the region’s iconic landmark – the world-famous Matterhorn, one of the most photographed mountains on the planet.
Zermatt perfectly blends luxurious hotels and exclusive experiences with authentic Swiss heritage, creating an unforgettable destination for those who value nature, comfort, and culture.
“Visitors can expect a destination that continues to preserve its unique Alpine character whilst embracing new ways to enhance comfort, accessibility, and authenticity”
Selina Gull, Head of Marketing, Zermatt Tourismus
What measures are the municipality implementing to promote sustainable tourism and protect its natural environment?
SG: Zermatt has taken significant steps to protect its Alpine landscape and promote sustainable tourism.
The village is subject to strict car-free regulations, meaning only electric vehicles (EVs) are permitted within its boundaries to ensure clean air and a peaceful atmosphere.
Recycling measures are in place to reduce waste and, to further minimise its environmental impact, Zermatt also promotes eco-friendly transportation options, including convenient train connections to the destination and electric taxis for local mobility.
These measures reflect Zermatt’s commitment to protecting nature whilst offering its guests an exceptional experience.
How are trends changing tourism? Have there been any notable shifts in visitor demographics?
SG: Globalisation is reshaping travel behaviour and influencing how visitors plan their stays in Zermatt.
In several key markets, we are seeing noticeable shifts; travellers are booking shorter trips, often opting for quick, high-quality experiences rather than extended vacations. These changes reflect evolving lifestyles, increased mobility, and the desire to maximise limited time whilst still enjoying authentic destinations.
As global connectivity grows, flexibility and adaptability become essential to meet the expectations of guests seeking memorable experiences within condensed travel windows.
What challenges does the tourist industry in Zermatt face, and how are you addressing them?
SG: Digital expectations are rising, with travellers demanding seamless booking and personalised experiences.
Workforce shortages, especially in seasonal roles, make it harder to maintain service quality. Infrastructure must also keep pace with visitor growth whilst preserving the village’s charm and environment.
At the same time, global travel trends show shorter stays and last-minute bookings, requiring flexible pricing and offers.
To address these issues, Zermatt invests in digital solutions, sustainable infrastructure, and innovative packages tailored to evolving guest needs.
Finally, how do you envision the future of tourism in Zermatt, and what developments can visitors expect?
SG: The future of tourism in Zermatt will be guided by innovation, sustainability, and evolving guest expectations.
Rather than focusing on specific trends, we see a shift towards creating experiences that are more personalised, environmentally responsible, and seamlessly integrated with technology. Visitors can expect a destination that continues to preserve its unique Alpine character whilst embracing new ways to enhance comfort, accessibility, and authenticity.
GORNERGRAT IN FOCUS
Gornergrat is a regal rocky ridge of the Pennine Alps, celebrated for its unrivalled vistas of the stately Matterhorn.
Towering at an impressive elevation of 3,089 m, it offers a sweeping panorama of the surrounding peaks and valleys, making it an essential destination for eager tourists and passionate photographers alike.
A highlight of any trip is the renowned Gornergrat Railway, one of Europe’s highest cogwheel railways, designed to navigate steep gradients using a toothed rack rail and cogwheel mechanism.
This scenic ascent is a journey in itself, treating passengers to awe-inspiring vistas that unfold as the train climbs through verdant valleys and picturesque Alpine landscapes, each bend revealing a view more glorious than the last.
At the summit, visitors are greeted with a wealth of activities and experiences. In the summer months, Gornergrat serves as a gateway to a network of hiking trails that cater to all levels of adventurers, offering paths that meander through stunning natural beauty and provide glimpses of vibrant wildflowers and gleaming glaciers.
Come winter, the area transforms into a playground for skiing and snowboarding enthusiasts, with well-groomed slopes perfect for thrill-seekers and families. Sledging in Gornergrat also offers an extraordinary blend of stunning Alpine scenery and exhilarating fun with a slope full of exciting twists and turns to get the adrenaline pumping.
The area also features several strategically placed observation platforms and inviting restaurants, where guests can unwind and soak in spectacular views whilst indulging in delicious local Swiss cuisine.
Gornergrat is a truly captivating combination of grandiose snowscapes, outdoor excitement, and convenient access provided by the cogwheel railway, making it an unmissable encounter for all.
OUTLOOK RECOMMENDS
Sleep:
FOR AN AUTHENTIC ALPINE EXPERIENCE…
CERVO Mountain Resort is located in the heart of Zermatt and combines modern luxury with traditional Alpine charm.
Each room, suite, and lodge reflects the mystical mountain scenery and emphasises sustainability. Guests can enjoy top-notch amenities, including the Ātman Mountain Spa with its Bhutanese hot stone baths, as well as multiple restaurants and bars serving a variety of gastronomic delights.
This ski-in, ski-out hotel is a sanctuary for adventure seekers who appreciate comfort
FOR A COSY NEST…
22 Summits Boutique Hotel, ensconced in the snow-enthroned mountain peaks, offers a serene escape.
With 22 elegantly designed rooms and suites, as well as a stylish bar and restaurant with awe-inspiring views, guests can enjoy ultimate relaxation.
A standout is the two-storey wellness area, equipped with state-of-the-art facilities for relaxation and rejuvenation. Experience a perfect blend of trendy Alpine design and modern comforts in a peaceful, central location.
Do:
FOR EDUCATIONAL DISCOVERY…
Matterhorn Museum, also known as Zermatlantis, presents a multifaceted journey into the heart of Zermatt’s history and culture.
The atmospheric, subterranean building embodies triumph and tragedy as it showcases a diverse array of exhibits that explore the thrilling history of climbing the Matterhorn, the development of Zermatt as a tourist destination, and the lives of past inhabitants.
FOR A ROMANTIC WALK…
Valais is a charming canton that captures Zermatt’s rich history with its narrow streets and traditional 500-year-old wooden houses.
Visitors can admire buildings adorned with flower boxes and carved balconies, as well as grand fountains and sacred memorials.
A highlight is the historic Church of St. Mauritius in the Upper Valais, dating back to the 13th century, featuring notable baroque altars and the tombstones of early mountaineers.
Abundant shops, cafés, and restaurants are dotted around the area, ideal for soaking up the cultural atmosphere and enjoying stunning mountain views.
Eat:
FOR A FONDUE FEAST…
@Paradise offers a delightful dining experience with traditional Swiss fondue against a stunning Alpine backdrop, including views of the Matterhorn. Guests can choose from classic cheese fondues, making it a perfect spot for sharing after outdoor adventures, or spicy Alpen perch hotpot, amongst other options.
Its sister restaurant, Chez Vrony, also boasts breathtaking mountain views and an eclectic mix of traditional Swiss cuisine and international influences, emphasising fresh, local ingredients, all of which can be enjoyed in a rustic yet sophisticated setting with a crisp glass of champagne.
FOR SOAKING IN THE ESSENCE OF APRÈS-SKI…
Harry’s Ski Bar is a beloved après-ski hotspot, serving global wines, a variety of cocktails, and a vibrant atmosphere that beckons skiers and snowboarders to unwind after an exhilarating day on the slopes.
As the night unfolds, live music and invigorating DJ sets create an electrifying atmosphere that invites guests to take in stunning panoramic mountain views, making it the perfect place to embrace the spirit of adventure.
LANDMARK ATTRACTIONS
Riffelsee
Riffelsee is an otherworldly lake and natural mirror for the Matterhorn, whose magic manifests at the lavender and coral hues of sunrise or sunset when soft light bathes the mountains in mesmerising moonlight. The area around it is characterised by surrounding Alpine flora and fauna, offering atmospheric photographic opportunities and moments of reflection.
Gorner Gorge
Gorner Gorge is a stunning natural wonder shaped by the Gornera River, with crystalline cerulean waters flowing between dramatic, vertiginous cliffs. Visitors can explore well-maintained pathways that lead to scenic viewpoints and charming wooden bridges, with informative signs highlighting the area’s natural history. The sound of rushing water blends with the gentle whispers of the wind, creating an ethereal experience. Transforming with the seasons – lush and green in summer, and tranquil with ice and snow in winter – the gorge is extremely Instagrammable.
Matterhorn Glacier Paradise
Take a trip by cable car to magical Matterhorn Glacier Paradise, which at 3,883 m features Europe’s highest cable car station, offering views of a unique wonderland of glittering ice carvings, pristine ski slopes, and the famous Matterhorn. Explore the enchanting Glacier Palace, filled with intricate sculptures and tunnels, or visit Switzerland’s highest ski resort and, after a thrilling 25 km course, which makes it the world’s longest descent, arrive in Zermatt.
GETTING THERE AND AROUND
As Zermatt is a car-free zone, visitors typically arrive by train, taxi, or even helicopter through Air Zermatt!
A popular way to reach Zermatt is to take a train from major Swiss cities such as Zurich or Geneva to Visp, then transfer to the narrow-gauge Matterhorn Gotthard Bahn, which offers a direct, scenic ride showcasing the spectacular countryside.
The nearest major airports are Geneva International Airport (GVA), Zurich Airport (ZRH), and Malpensa International Airport (MXP), located in Milan, Italy. There are also smaller airports in Sion and Lugano, both in Switzerland, although these may offer fewer flight connections.
Alternatively, although less common, long-distance bus services are available to nearby towns like Täsch, where you can also park at the Matterhorn Terminal and then take the shuttle train to Zermatt.
Upon arrival, navigating the village is relatively straightforward as it has a compact layout and most attractions, restaurants, and shops are within walking distance. Moreover, exploring on foot allows you to take in the stunning scenery at your own pace.
For longer distances, environmentally friendly electric taxis are an option, the only vehicles permitted in the village, alongside an efficient public transport system with electric buses that connect different areas of the resort and nearby attractions.
However, for a unique experience, consider hiring a horse-drawn carriage – a traditional mode of transportation that offers a charming way to explore Zermatt’s picturesque streets.
To access hiking trails, ski areas, and viewpoints, there are numerous cable cars and funiculars.
