Is Switzerland expensive for visitors?

I have started a course of online seminars about Switzerland run for the travel trade by the Swiss Tourist Board. I think that using the Swiss Pass to travel around the country by train, bus and boat would be a great trip. I visited Switzerland 30 years ago and thought it was very beautiful. I think that many people are put off visiting Switzerland because they think of it as an expensive destination. I am not sure if that is still the case. I know when I visited Gothenburg in Sweden, I didn’t find it more expensive than the UK.

Have you visited Switzerland recently, how did you find the prices?