It is (sigh).
For raw, natural physical beauty, it is second only to Alaska (as far as my own personal experience; your mileage may vary)... and Switzerland combines some delightful old-european architectural beauty with its natural physical beauty, which Alaska does not. It is a little "crowded" in feeling due to the fact that the valleys are (necessarily) developed as efficiently as possible, right up to the vineyards growing on almost-vertical mountain slopes, but the people are pleasant enough that it doesn't feel all that crowded, any more than a cozy den feels "crowded".
The people are generally sociable, well-mannered, friendly... and, unfortunately, not generally looking for a mass influx of new citizens (meaning-no-offense-I'm-sure-you-understand-it's-certainly-nothing-personal).