Switzerland Tourism Enters New Era As Rail Europe and Swiss Travel System Launch Second Swiss Bliss Rail Journey Campaign

Written By: Ricky Acharjee

Ricky Acharjee

I am travel writer at Travel And Tour World with 3 years of experience covering global tourism, aviation, hospitality, and destination news. Dedicated to accurate reporting and compelling storytelling, Ricky explores the trends, innovations, and developments shaping the international travel industry while delivering engaging insights for travellers and industry professionals.

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September 8, 2026 2:50 PM

Rail Europe and Swiss Travel System have introduced the second edition of their Swiss Bliss campaign, inviting global travellers to explore Switzerland through slower, more personal and immersive railway experiences. The partnership aims to move visitors beyond traditional sightseeing routes and encourage them to discover hidden destinations, local cultures and unforgettable landscapes through Switzerland’s world-famous rail network.

The new campaign builds on the strong performance of the first Swiss Bliss initiative, which received international recognition after winning the Best National Campaign award at the 2025 Rail Tourism Awards, organised by Eurail and the European Travel Commission. The award highlighted the campaign’s innovative approach to promoting travel beyond crowded tourist hotspots and encouraging visitors to explore Switzerland during less busy periods.

With the latest edition, Rail Europe and Swiss Travel System continue their focus on meaningful travel experiences, where the journey itself becomes an important part of discovering the destination.

Swiss Bliss Reimagines Switzerland Travel Through Personal Recommendations

The second edition of Swiss Bliss is centred around a simple but powerful question: whose travel recommendation would you trust when planning your next Swiss adventure?

Instead of depending on standard tourist lists, popular rankings or automated travel suggestions created by digital platforms, the campaign introduces four carefully selected rail journeys based on genuine personal experiences.

The routes have been designed by individuals with strong connections to Switzerland and its railway culture. Rail Europe CEO Björn Bender, Rail Europe CTO Ilgün Ilgün, Swiss Travel System expert Thomas Hoffmann, and European rail travel writers Nicky Gardner and Susanne Kries each selected a journey they would personally recommend to a friend.

These itineraries are not focused only on Switzerland’s most famous attractions. Instead, they highlight destinations and experiences that the contributors personally value and would return to themselves.

The campaign aims to show travellers that Switzerland offers much more than iconic locations. Smaller towns, regional traditions, scenic valleys and local experiences can provide equally memorable journeys.

To strengthen the personal storytelling approach, each recommended route was introduced through a hand-illustrated postcard. Every postcard included a handwritten message from the person who created the itinerary, adding a human touch to the travel inspiration.

The postcard theme became the central creative element of the entire campaign, appearing across social media content, advertising, public relations activities, campaign websites and the main promotional film.

Four Unique Rail Journeys Reveal Different Sides of Switzerland

The latest Swiss Bliss campaign presents four distinctive travel experiences, each showing a different perspective of Switzerland’s natural beauty, culture and lifestyle.

Björn’s Swiss Reset focuses on slowing down and reconnecting with nature. The journey begins in Bern before continuing towards the Lake Geneva region and the Lötschental Valley. The route is designed for travellers looking to escape busy routines and experience Switzerland’s peaceful landscapes.

US travel creator Shelby Dubin followed this journey, showcasing how Switzerland’s rail network can connect visitors with relaxing mountain environments, scenic regions and quieter destinations away from major tourist centres.

Thomas’ Ticino Escape introduces travellers to Switzerland’s Mediterranean side. Located in the country’s south, Ticino offers palm-lined lakes, Italian influences and a unique cultural identity that differs from the traditional Alpine image of Switzerland.

British travel creator and former BBC journalist Rosie Doal explored this route, highlighting the region’s local character, landscapes and cultural connections.

Ilgün’s Culinary Switzerland celebrates the country’s food traditions and regional flavours. The journey connects travellers with vineyards, artisan producers and local culinary experiences, allowing visitors to discover Switzerland through taste as well as scenery.

France-based American creator Julie Neis, a specialist in food and travel storytelling, documented the experience through short-form videos and a longer YouTube production, bringing attention to Switzerland’s diverse culinary heritage.

The final itinerary, Nicky and Susanne’s Journey Across Cultures, was developed by railway travel writers Nicky Gardner and Susanne Kries, authors known for their work on European rail journeys.

Their route explores Switzerland’s gradual cultural changes, including differences in language, landscapes and traditions, before extending into northern Italy. The journey demonstrates how rail travel can reveal the connections between neighbouring regions and cultures.

Although the four routes offer different experiences, they all share the same message — Switzerland can be discovered in a deeper and more authentic way when travellers move beyond the busiest destinations and explore at a slower pace.

Rail Travel Takes Centre Stage in Switzerland’s Tourism Strategy

A major focus of Swiss Bliss is highlighting rail travel as more than a transportation method. The campaign presents trains as an essential part of the Swiss holiday experience.

As travellers move between destinations, they experience changing landscapes, languages, traditions and environments. The views from the train window become part of the adventure, transforming the journey into a memorable experience rather than simply a transfer between locations.

Switzerland’s railway network allows visitors to travel through dramatic mountain scenery, lakeside communities, historic cities and countryside regions with ease.

The campaign also reflects the growing demand for sustainable and experience-based tourism. Modern travellers are increasingly looking for meaningful holidays that allow deeper connections with destinations, local communities and authentic cultural experiences.

Swiss Bliss encourages visitors to take more time, explore more regions and appreciate the journey as much as the final destination.

Postcards Bring Human Connection Back Into Travel Inspiration

The postcard concept represents the heart of the Swiss Bliss campaign. It reflects the idea that some of the best travel discoveries come from personal recommendations rather than online rankings or automated suggestions.

At a time when trip planning is increasingly shaped by search engines, artificial intelligence and digital platforms, the campaign brings back a more personal style of travel inspiration.

After completing their journeys, the creators sent postcards of their own, creating a complete exchange between travellers and storytellers.

This approach reinforces the idea that travel memories are often created through shared experiences, personal stories and recommendations from people who truly know a destination.

Complete Digital Campaign Promotes Swiss Rail Experiences

Swiss Bliss has been developed as a complete tourism storytelling campaign rather than a single promotional activity.

The campaign includes a hero film, a manifesto video, four dedicated itinerary pages, 15 short-form creator videos, a long-form YouTube film, original travel footage, paid and organic social media campaigns, LinkedIn content and digital advertising.

The creator content also introduces travellers to different Swiss rail products, helping visitors understand the best travel options for their individual journeys.

These include the Swiss Travel Pass, regional travel passes, point-to-point rail tickets and mountain excursion products.

Through its combination of personal recommendations, scenic rail routes and authentic local experiences, Swiss Bliss aims to inspire a new generation of travellers to experience Switzerland differently.

The campaign presents a clear message: discovering more of Switzerland does not always require travelling faster. Sometimes, the most memorable journeys begin when travellers slow down and allow the railway itself to become part of the adventure.