But the Swiss are at pains to stress that their beautiful country offers value for Americans, Asians and Europeans alike. Popular destinations such as Arosa, Verbier and Lenzerheide are among those this year offering SkiFree packages - with a free weekly ski pass thrown in with the hotel accommodation. Perhaps belatedly, the Swiss have also decided to give a more generous welcome to families. The glacier resort of Saas Fee in the Valais Alps is offering free lift passes to children accompanied by an adult. In nearby Zermatt, children under the age of nine go free.
Research shows that children who visit somewhere with their families usually return as an adult.
De Vito says the central tourist authority is trying to motivate hoteliers to offer more facilities and activities for families. Swiss accommodation is normally good quality. The food and wine, although slightly more expensive than in neighboring France, Italy or Austria, is also reliable. Trains run like clockwork - even in the snow. Foreigners can take advantage of special rail passes and family cards to speed them on their way.