September 26, 2026, 5:25 am | Read time: 4 minutes
On September 22, 2026, the trend travel destinations for the coming year were once again announced in Berlin. One category at this year’s TRAVELBOOK Award: the most beautiful wine region in Europe. Among five contenders, the Swiss wine region of Valais entered the race. Although the picturesque region did not win, it is certainly worth a visit. Here are the details.
Valais in Switzerland
Terraced vineyards climb the slopes in the Swiss wine region of Valais. The terraced landscape hugs the Rhône River. In the background, the snow-capped peaks of the Alps are visible. A picturesque setting, not just for lovers of fine wines.
Valais is the most important wine region in Switzerland, producing one-third of the country’s wines on an area of 4,795 hectares. Fifty-five grape varieties are cultivated here along a stretch of about 100 kilometers, at altitudes between 270 and 1,100 meters. Fifty-nine percent of them are red, 41 percent white.
The picturesque landscape of the Valais wine region began to take shape around 20,000 years ago, as the Swiss Wine site informs. At that time, glaciers retreated from this location in the middle of the Alps. They left behind a valley where, according to the wine magazine “Vinum,” viticulture began as early as the Iron Age. “With the Roman conquest of Valais in 15 B.C., Roman grape varieties and, above all, the knowledge of viticulture and winemaking came to the area,” writes the wine magazine. Subsequently, viticulture spread further.
Today, the main varieties from Valais, according to “Vinum,” are Pinot Noir, Chasselas/Fendant, and Gamay. Valais is also known “for its indigenous varieties such as Petite Arvine, Amigne, Humagne Blanche, Cornalin, or Humagne Rouge, as well as for long-established varieties like Syrah or Marsanne Blanche.”
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What can you experience in Valais?
In the Swiss wine region of Valais, almost everything revolves around wine. Visitors can take hikes through the wine-growing area, among other activities. The official Swiss information site recommends the 66-kilometer-long wine trail, divided into stages. The first of these stages on the Chemin du Vignoble is 12 kilometers long. It begins on the southern slope of the Rhône Valley and ends in the town of Saillon with its medieval village center and thermal baths.
In addition to guided wine hikes, the wineries also offer wine tastings and cellar tours. Bicycle tours through the vineyards are also possible.
Another highlight mentioned by the Swiss information site is the Wine Museum (Musée du Vin) in Sierre. Another is the picturesque water castle Colline de Daval, where wine enthusiasts can stay overnight. There are also numerous events, festivals, and attractions that make a visit to Valais worthwhile. The Swiss Wine site summarizes: “Valais is picturesque and charming–as are its wines–and never leaves visitors untouched.”
Read all about the other contenders for the title of the most beautiful wine region in Europe at TRAVELBOOK.
Methodology for the TRAVELBOOK Award
Once again this year, we say: All nominated regions, countries, and others in the TRAVELBOOK Awards are already winners. Even if they did not achieve overall victory. This also applies to the Valais wine region in Switzerland. Because: Every travel destination had already made it to the shortlist in advance, meaning it was selected from a large number of contenders in a category.
The TRAVELBOOK editorial team asked the community on Facebook and Instagram for help and consulted experts from the travel industry to create the shortlist. For the first time this year, not only TRAVELBOOK readers but also BILD readers voted. In total, more than 150,000 votes were cast to determine the trend travel destinations for 2027.