I always send clients to Zermatt, car-free at the foot of the Matterhorn — one of the most recognisable silhouettes on earth. The town is a pleasure in itself: narrow lanes, wooden chalets. I recommend the Gornergrat railway up to 3,089 metres for a panorama of 29 peaks over 4,000 metres, including Monte Rosa, Switzerland's highest point.

I love routing clients through Interlaken, the gateway to the Jungfrau region. The Jungfraujoch — the 'Top of Europe' at 3,454 metres — is reached by a remarkable century-old cog railway tunneling through the Eiger's north face. The view across the Great Aletsch Glacier from up there genuinely takes my breath away every time.

For a slower pace, I recommend Lucerne — the medieval Chapel Bridge, the lion monument carved into the cliff, the lakeside promenade. I love arranging a boat cruise on Lake Lucerne, with the Alps reflected in still water — one of Switzerland's quieter pleasures.

Beyond the famous resorts, I point adventurous clients to the Bernese Oberland's hiking routes: the Hardergrat ridge trail, the path around Oeschinensee's glacier-fed lake, the flower-meadow walks above Grindelwald. I always say Switzerland rewards those who step off the cable car and simply walk.