As part of its annual Traveller Review Awards, Booking.com has rated Canton Graubünden in Switzerland as one of the most welcoming places on Earth. The service offered by the region's ski resorts and hotels propelled the region to the top spots.
To create its Traveller Review Awards, Booking.com used its archive of 240 million user reviews of 1,71 million hotels, holiday homes, rental cars and taxi services in 220 nations around the world. Alongside giving awards to individual hotels and resorts, the company also created a top 10 for cities and regions which have the highest proportion of top-rated hotels.
For 2025, Canton Graubünden was rated as one of the most welcoming regions on Earth. Switzerland’s most mountainous region was joined by the likes of Madeira in Portugal, Brittany and Drenthe in the Netherlands as the places where a hotel stay is most likely to amaze and astound. For cities, places around the world were awarded the top prize, from Urubici in Brazil and Sigiriya in Sri Lanka to Quedlinburg in Germany.
With its bevvy of stunning mountains, enchanting lakes and rivers and captivating ski runs and towns, it’s little surprise that Graubünden is held in high regard by travellers. With the region also sporting the glitz, glamour and luxury of St. Moritz, the wider Engadine valley, Bad Ragaz, Arosa and Davos, the canton is also home to some of Switzerland's top hotels a resorts.
While a trip to Grisons was rated highly by Booking.com, their findings are in contrast to previous reports about hospitality in the alpine nation. Indeed, a 2024 study from Holidu ranked Switzerland as one of the least hospitable nations in Europe - though its focus on taxi services and the EF English Proficiency Index, and not customer reviews and public transport, was criticised by local tourism organisations.
Nevertheless, the latest honour from Booking.com follows several other accolades won by Switzerland in the last 12 months. At the end of 2024, two Swiss villages were named the best in the world for tourism, while the Bürgenstock Hotel took the top spot for the world’s best hotel spa.
For more information, and to see which other top destinations made the cut for 2025, check out the Booking.com website.