Expatriates with international medical insurance may be some of the people that enjoy the experience of visiting Switzerland, despite high prices in the country.
"It's a very aspirational travel destination," said Urs Eberhand, executive vice-president of markets and meetings for Switzerland Tourism.
Speaking at a panel session at City Fair 2011, an event at which tourism suppliers contact operators and other visitor bodies, Mr Eberhand pointed out that the Swiss franc is very high compared with the euro or sterling.
The country is therefore more expensive than many others destinations on the continent, he explained.
This means that the "quality and experience of the product" is what makes it attractive to expats and tourists, who come from North America and the surrounding European countries.
Switzerland is now in the last place on hotel.info's Value for Money Index for Europe as its hotels have been eclipsed by those in France in terms of value for money.
"We're trying not to mention the price too much," Mr Eberhand declared.