In a town blessed with an avalanche of attributes, it's hard to know where to start writing about Zermatt.
So, let's start at the top - 4478m to be exact - on the Matterhorn summit.
If you're a chocolate fan like myself, this massive mountain peak is instantly recognisable as the "face" of Toblerone.
Not only does it loom large in branding success stories, the Matterhorn towers over Zermatt, a town with a permanent population of about 6000 and a reputation as one of the most iconic ski resorts in the world.
It's also one of the highest ski resorts in Switzerland with the top slope starting at 3899m.
On a clear day, you can see the Matterhorn from the many cafes and bars in town. Not a bad view while indulging in other Swiss traditions like cheese fondues and schnapps shots.
But you can't just look at the mountain. It's there to be conquered and, thanks to some engineering marvels like funiculars, gondolas and sky-high cog-wheel trains, it's entirely possible (and comfortable) for all of us.
The highest point we can get to - without being a mountaineer - is Klein (Little) Matterhorn also known as Matterhorn Glacier Paradise.
The cable car ride up will take your breath away. Not only are the views of the Swiss, Italian and French alps spectacular, there is less oxygen at these heights so visiting comes with a warning to take things slowly.
This is also your chance to not only see a glacier, but to get right inside it. There's is an extraordinary walk into the sculpted ice-cold heart of a frozen river.
At "just" 3089m high is Gornergrat where you can get a museum/art exhibition fix at Zooom plus a 3D movie experience that makes you feel like you're flying over the Matterhorn.
There are 360km of ski pistes in Zermatt. But even if you're don't ski, there's heaps to see and do.
I could spend days just riding the network of mountain-top transport options that criss-cross the ranges, connecting ski fields and villages.
But the best option seems to be getting up the easy way and then finding all the fun ways to get down.
Tobogganing is perfect ... it's close to the ground so not far to fall. And you control the speed - with your feet.
There's a cackle-inducing 10-minute toboggan run from Rotenboden down to Riffelberg ... with a train back up the slope because you will want to do it again.
For those who want to rely solely on their own feet, hiking is a hit in summer or winter.
The sun-kissed snow fields of Sunnegga are a good place to start - after a ride on yet another engineering feat. A funicular - pulled by extremely strong cables - runs up through a tunnel gauged out in the middle of the mountain.
A 7km trail leads back down to Zermatt. At the half-way mark is a well-earned lunch (and schnapps) break at Findlerhof restaurant.
You only need hiking boots and walking poles plus layers of clothing to peel off when you get hot.
Why not just ride back down? Because sinking up to your thighs and face-planting powder-puff snow is so much fun.
Want to work harder? Try a snow shoe shuffle or stretch it out on a cross-country ski trail.
Need more adventure? There's always paragliding.
Just make sure to leave enough time to wander around car-free Zermatt, soaking up the snowy surrounds and the party atmosphere.
Click here for more information.
If you go
To get around Switzerland, use public transport.
Trains run with Swiss precision and take you from the airport to the mountains.
The Swiss Travel Pass covers all bus, tram, train and boat travel plus free entry to 500 museums and 50 percent off many trips to mountain tops.
You can buy a pass for 3, 4, 6, 8 or 15 days and it includes the "must do" Glacier Express train ride from St Moritz to Zermatt.
It's eight hours of next-level comfort with windows in the roof to ensure you can see all of the mountains (when it's not snowing).
Click here for more information.
The writer was a guest of Switzerland Tourism
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