While beauty is subjective, Lauterbrunnen Valley is widely considered the prettiest and most iconic destination in Switzerland. Often called the "Valley of 72 Waterfalls," it features dramatic vertical limestone cliffs, lush green meadows, and the famous Staubbach Falls, which plunges nearly 300 meters right next to a charming alpine village. This valley served as the inspiration for J.R.R. Tolkien's Rivendell and offers a quintessential Swiss experience with its traditional wooden chalets and background views of the Eiger, Mönch, and Jungfrau peaks. Other top contenders for 2026 travelers include Lucerne, famous for its medieval Chapel Bridge and stunning lake surrounded by mountains, and the car-free village of Zermatt, which offers unparalleled views of the pyramid-shaped Matterhorn. For a Mediterranean flair, the lakeside town of Lugano in the Italian-speaking Ticino region provides palm-lined promenades and sparkling blue waters that contrast beautifully with the surrounding Alps. Whether you prefer the rugged high-alpine drama of the Bernese Oberland or the serene elegance of Lake Geneva, the Lauterbrunnen Valley remains the most photographed and beloved "postcard" location in the country.