Lucerne is voted the most beautiful old town in Switzerland
Readers of the online travel magazine TRAVELBOOK voted Lucerne the most beautiful old town in Switzerland, and the corresponding prize was awarded in Berlin. Bad Wimpfen won for Germany and Salzburg for Austria.
Lucerne has won the TRAVELBOOK AWARD 2025 for the most beautiful old town in Switzerland. According to the press release, the award ceremony on 23 September in Berlin was the fourth time that trend destinations in various categories were honoured. The award is organised by TRAVELBOOK, the largest online travel magazine, which is part of the BOOK Family of the Berlin-based Axel Springer publishing house. For the first time in 2025, it was mainly TRAVELBOOK readers who determined the winning destinations. In an online vote, 150,000 votes were cast across all categories.
The accompanying text on Lucerne emphasises that the city centre with its sights and impressive mountain panorama is easy to explore on foot. The highlight of a visit is not just the world-famous Chapel Bridge, which connects the old and new town centres. Visitors can discover several spacious squares such as the wine market with its fountain or historic paintings on the facades of houses.
Bad Wimpfen in Baden-Württemberg was chosen as the most beautiful old town in Germany, while Salzburg can claim the title for Austria. According to the 2025 poll, Greece is the most hospitable country in the world. Other prizes went to Auvergne in France as the best camping region in Europe and to the Okavango Delta in Botswana as the best destination for a sustainable safari. This year’s insider tip region in Europe is the High Tatras in the Polish-Slovakian border region.
“The results not only reflect the knowledge and desires of our readers, but also provide interesting impulses for the industry,” says BOOK Family Editor-in-Chief Nuno Alves. TRAVELBOOK has been inspiring millions of people to discover new places for years.