Valais is Switzerland's third-largest and most dramatically alpine canton, home to 40 of the Alps' 52 four-thousand-metre peaks including the iconic Matterhorn. With the driest climate in Switzerland, over 300 sunny days a year, and the country's largest wine-growing region, it offers an extraordinary blend of high-altitude adventure, luxury resorts, and centuries-old culture.
Best souvenirs
Authentic items worth bringing home.
Viande Séchée du Valais (AOC)
Valais' most iconic product — air-dried beef aged in mountain air for months. Available vacuum-packed for travel. This has AOC protected status.
Price: CHF 15–35 per 100g
Where: Butchers (bouchers) throughout Valais, Sion Saturday Market, and Migros/Coop supermarkets
Valais AOC Wine
The canton's celebrated wines including Fendant (Chasselas), Petite Arvine, Humagne Rouge, Cornalin, and the unique Vin des Glaciers from Val d'Anniviers. Excellent quality and largely unknown outside Switzerland.
Price: CHF 12–80 per bottle
Where: Cave du Rhodan (Sion), winery shops along the Route des Vins, Marché du Rhône, specialist wine shops in resort towns
Raclette du Valais AOP
The authentic Valaisan raclette cheese made from raw milk in alpine dairies — look for the AOP seal to ensure authenticity. Available as a whole half-cheese round or pre-sliced.
Price: CHF 10–20 per 500g
Where: Fromagerie du Valais, Sion Saturday Market, local dairies in alpine villages
Valaisan Woodwork (Cernier)
Traditional carved wooden items including small figures, decorated spoons, and milk jugs in the traditional Valaisan style. Handmade by local artisans.
Price: CHF 15–100
Where: Artisan shops in Sion Old Town, Grimentz village, and Zermatt souvenir shops
Pewter and Cowbell
Traditional Swiss cowbells (clochettes de vaches) come in all sizes from pocket-sized souvenirs to full-scale working bells — an iconic piece of Valaisan pastoral heritage.
Price: CHF 10–150
Where: Souvenir shops in Zermatt, Sion, and resort towns throughout Valais
Rye Bread (Pain de Seigle)
Traditional Valaisan rye bread made from local grain — dense, flavourful, and the perfect companion to raclette or dried meats. Best bought fresh from bakeries.
Price: CHF 4–8 per loaf
Where: Bakeries throughout Valais, particularly at Saturday markets
Swiss Alpine Chocolate
Premium Swiss chocolate with Valaisan mountain honey, alpine herbs, or dried fruits. Several local chocolatiers in Sion and Zermatt produce exceptional artisan chocolate.
Price: CHF 8–25 per box
Where: Confiserie Bovier (Sion), chocolate shops in Zermatt, resort souvenir shops
Matterhorn Merchandise
From tasteful Matterhorn-branded knitwear and scarves to fun novelty items — the world's most recognised mountain peak is a gift that resonates globally.
Price: CHF 10–120
Where: Zermatt souvenir shops along Bahnhofstrasse; also Viamala shops online
Valaisan Abricotine (Apricot Brandy)
A traditional Valaisan eau-de-vie distilled from the local Luizet apricots grown on the sunny hillsides above Martigny and Sion. Protected origin and unique character.
Price: CHF 20–45 per bottle
Where: Distillery shops near Martigny, specialty food shops in Sion, duty-free at Geneva Airport
Traditional markets
Where locals shop and travellers find treasures.
Sion Saturday Market (Marché de Sion)
Valais' largest weekly market, filling the streets of central Sion with local produce, seasonal vegetables, cheese, dried meats, wine, honey, flowers, and crafts from regional farmers and artisans
Where: Place du Midi and surrounding streets, 1950 Sion
Hours: Saturday 7:00 AM – 1:00 PM
Martigny Thursday Market
A lively weekly market in Martigny's town centre offering seasonal produce, local honey, artisan cheeses, and household goods
Where: Place Centrale, 1920 Martigny
Hours: Thursday 8:00 AM – 1:00 PM
Brig Saturday Market
A traditional market in Brig's historic town square with fresh vegetables, Valaisan dried meats, cheeses, and local crafts
Where: Sebastiansplatz, 3900 Brig
Hours: Saturday 8:00 AM – 12:00 PM
Sion Christmas Market
One of the most atmospheric Christmas markets in French Switzerland, held in the medieval cobblestone streets beneath the twin castle hills
Where: Old Town, 1950 Sion
Hours: Late November – December 24, daily 11:00 AM – 8:00 PM
Vendange Wine Harvest Market
During the grape harvest season, villages along the Valais wine route open their cellars and hold local festivals with wine tasting, food, and music
Where: Various locations along the Route des Vins
Hours: Weekends in September–October
Shopping districts
Neighbourhoods known for retail.
Sion Old Town
The medieval old town of Sion has a growing collection of independent boutiques, wine shops, delicatessens, and artisan food stores alongside the weekly market
Best for: Local food products, wine, artisan crafts, and authentic Valaisan souvenirs
Zermatt Bahnhofstrasse
Zermatt's main pedestrian street is lined with luxury ski brands (Bogner, Kjus, Moncler), Swiss watch shops, and souvenir boutiques — shopping is part of the Zermatt experience
Best for: Luxury ski fashion, Swiss watches, Matterhorn souvenirs, and high-end sportswear
Verbier Village
Verbier's village centre has a selection of high-end ski equipment shops, luxury brands, and après-ski fashion boutiques catering to the cosmopolitan resort clientele
Best for: Ski equipment, sportswear, and luxury resort fashion
Martigny City Centre
Martigny's main shopping street (Avenue de la Gare) has Swiss chain stores, supermarkets, and a reliable selection of everyday shopping for valley-town visitors
Best for: Everyday shopping, supermarkets, pharmacy, and convenience items
Malls & modern shopping
Air-conditioned, international brands, and food courts.
Manor Sion
The main department store in Sion with a wide range of clothing, household goods, food hall, and a good wine section
Hours: Mon–Fri 9:00 AM – 7:00 PM, Sat 8:30 AM – 6:00 PM
Migros Sion (Monthéolo)
Large Migros hypermarket on the outskirts of Sion with the widest food selection in Valais, excellent Swiss cheese section, and affordable everyday prices
Hours: Mon–Sat 8:00 AM – 8:30 PM
Bargaining tips
Negotiate like a local.
Bargaining is not customary in Switzerland — fixed prices are standard in shops, markets, and restaurants
At artisan markets, politely asking about a discount on multiple purchases is sometimes acceptable
Swiss supermarkets (Migros, Coop) run regular promotions — check the weekly specials flyer near the entrance
Customs & restrictions
What you can and can't take home.
Restrictions: Protected cultural goods and antiques require an export permit; livestock products (dried meats, cheese) are subject to EU import restrictions — check current rules before travelling home
Tax Refund: VAT refund (currently 8.1% standard rate) available for non-EU residents on purchases over CHF 300 from participating shops; request a tax refund form at the point of sale
Duty Free: When returning to the EU: allowances include 1 litre of spirits, 2 litres of wine, 200 cigarettes, and goods up to €430 in value. UK allowances similar. Check your country's import rules.
Shipping: International shipping available through Swiss Post (La Poste) at all post offices; major stores in Sion and Zermatt offer shipping services for large purchases