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The authors conduct a contingent valuation on a representative sample of the population in order to estimate the willingness-to-pay (WTP) for a program aimed at creating new forest reserves in Switzerland. Since the scenario includes access restrictions to the forest zones, the analysis focuses on non-use values, in particular existence values. The parametric and non-parametric analyses of the single-bounded-dichotomous-choice answers indicate a mean WTP of about CHF 470 to 500 (about EUR 390 to 415) per year and per household. The authors study the selection bias caused by protest bidders and find that it does not statistically affect WTP. The analysis of WTP acceptance determinants reveals that income has a positive but bounded impact and that city-dwellers are more likely to accept paying for the program.