St Moritz
The complete non skier resort, glamorous, scenic and full of things to do off the snow.
St Moritz tops the list because it barely needs the skiing to justify a trip. The chic Engadin town offers designer shopping, grand hotels, world class spas and a famous winter calendar, from polo and horse racing on the frozen lake to the Cresta Run, all set under brilliant high altitude sun.
It edges out Zermatt on sheer variety of off snow activity and the social scene, which makes it the strongest pick for a non skier who wants to be entertained all day. It is expensive, but nowhere in Switzerland gives a non skier more to do.