Rail Europe wins the 2025 Rail Tourism Award for its “Swiss Bliss” campaign

Rail Europe wins the 2025 Rail Tourism Award for its "Swiss Bliss" campaign

Paris – 8 December 2025 –  Rail Europe was honoured last week with the 2025 Rail Tourism Award in Utrecht for “Swiss Bliss", a campaign designed to highlight rail travel as one of the most engaging ways to discover lesser-known corners of Switzerland. The initiative encourages travellers to look beyond the classic highlights, explore places that sit off the beaten path and embrace a “travel like a local” mindset — especially during the quieter, off-season months.

The award is part of a programme developed by Eurail and the European Travel Commission (ETC), recognising creative approaches that bring together rail mobility, sustainable tourism and strong editorial storytelling.

Presenting the award, Nicky Gardner, lead autor of Europe by Rail: The Definitive Guide and a specialist in slow travel, noted:

"This Swiss Bliss campagin by Rail Europe celebrated lesser-known places in Switzerland. The jury judged it to be intelligent and beautifully crafted, perfectly poised yet not too slick and professional. It really showcased Swiss Bliss in the pauses between big-name experiences."

Swiss Bliss was developed in close partnership with Travel Switzerland, building on a relationship that has long been central to Rail Europe's mission: inspiring travellers to discover Europe's cities, regions and ladscapes through meaningful, rail-based experiences. From its earliest tagline - Enjoy Europe, take the train - Rail Europe has consistently worked hand in hand with national and regional tourism boards to spotlight authentic destinations and encourage exploration beyond the obvious.

Commenting on the campaign, Helen Schenck, Brand and Content Lead at Rail Europe, said:

"Selling Switzerland wasn't the challenge. It was getting travellers to step away from the top-10 lists and discover that the true natural bliss of Switzerland lives beyond the icons. With Swiss Bliss, we leaned into the tactile, visual, real storytelling to bring that feeling to life and turn quieter places into new must-see and must-experience destinations". 

This recognitiion underscores Rail Europe's longstanding commitment to working collaboratively with European destinations to promote rail as a natural, sustainable and inspiring way to experience the continent - and to champion high-quality editorial storytelling that opens doors to the places that make Europe unique. 

Photo courtesy of the European Travel Commission.