St. Moritz remains a magnet for international travelers seeking luxury and alpine experiences, but recent observations reveal a shifting dynamic in the resort town’s clientele. While famed for its high-end hotels and après-ski scene, a growing number of visitors are opting for day trips, and evolving preferences are impacting New Year’s celebrations as reported by 20 Minuten. the following report examines thes trends and speaks to tourists experiencing the famed Swiss resort firsthand.
- St. Moritz is renowned for its luxury, jet-set clientele, and winter tourism.
- Recent observations and conversations with tourists reveal evolving travel patterns.
- Many visitors are day-trippers, drawn to the area’s high-end hotels and snow-covered landscapes.
- Others are indulging in luxury vacations, enjoying exclusive après-ski experiences.
St. Moritz, Switzerland, continues to attract a global clientele drawn to its luxury offerings and winter sports, but recent visitor patterns show a mix of long-term stays and day trips. The resort town is a key indicator of spending trends in the high-end tourism sector.
Kiandra (37) and Chloe (36) from Australia exemplify the après-ski crowd, stating, “We’re here for the parties and the après-ski – we can’t even ski.” The pair were enjoying the afternoon on the terrace of the Paradiso bar in St. Moritz, adding with a laugh, “We like the view and the rich men the best.”
A Shift in New Year’s Celebrations
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Anna (20) and Margarita (19) from Russia, who came to St. Moritz for skiing, opted for a quiet “Old New Year” celebration on January 13th, foregoing a large party. “We went to a pizzeria. When we’re here, we prefer to experience Swiss culture and do what the locals do, not what we would do back home,” they explained.
A 36-year-old employee at the Badrutt’s Palace Hotel noted a relatively subdued atmosphere on Russian New Year’s Eve, with fewer Russian guests than in previous years. “Most of our guests are from Germany, Italy, and the United States,” he said.
Après-Ski and Skiing Remain Popular
Claudia (43) and her friends from Romania were in St. Moritz for a few days, combining skiing with après-ski activities. While window shopping in the village, Claudia noted, “We’re not buying anything, just looking. It’s all too expensive.”
Day Trippers in St. Moritz
“We’re only here for a day, heading to Paris tomorrow,” said Gustavo (30), part of a group from Rio, Brazil, traveling on the Bernina Express to explore Switzerland.
On Wednesday, a noticeable number of day-trippers were observed in St. Moritz, with guided tours readily available. The influx of visitors suggests continued interest in the region despite its premium pricing.
High-End Spending at Après-Ski Hotspots
At the Paradiso après-ski bar in the ski area, music, dancing, and drinks flow freely, but at a premium. A barley soup costs 28 Swiss francs, and a bottle of Dom Pérignon champagne is priced at 1,111 Swiss francs. Despite the high costs, the bar remains popular, particularly with international tourists.
German is rarely heard in Paradiso. The music differs from other après-ski bars—no German Schlager, but House music instead. This recently delighted an influencer: “The House music at après-ski is out of control. Something of the best I’ve heard in a very long time,” Liv said on TikTok. The video has received around 300,000 views.
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Matilda Hänggi (mha) has been working for 20 Minuten as an intern in the Eastern Switzerland editorial team since 2025.
Jeremias Büchel (jeb) has been working in the Eastern Switzerland department in St. Gallen since 2015 and has been working as a correspondent for Eastern Switzerland since 2025.
