Explore the Hidden Gems of Switzerland with Rail Europe’s Swiss Bliss Campaign: A New Era of Rail Tourism

Published on December 6, 2025

Switzerland, the land of majestic mountains, crystal-clear lakes, and a rich cultural heritage, has always been one of Europe’s most sought-after destinations. But in 2025, the country is making waves in the world of tourism through an innovative and lesser-known initiative — the Swiss Bliss campaign. This unique effort by Rail Europe has been designed to shift the focus from popular Swiss destinations like Zurich, Lucerne, and Geneva, to some of the country’s more hidden gems. By embracing rail travel, the campaign highlights the joys of exploring Switzerland at a slower pace, promoting eco-friendly travel, and offering a fresh perspective of the country.

A New Era for Swiss Rail Tourism

Rail Europe has won the 2025 Rail Tourism Award for its ground-breaking campaign, “Swiss Bliss”. The initiative encourages travelers to explore off-the-beaten-path regions of Switzerland using the country’s extensive and world-renowned rail network. This new movement is not just about getting from one destination to another. It’s about experiencing the journey itself, savoring the beauty of the Swiss countryside and discovering towns and villages that often don’t make it to the top of tourist brochures. The campaign has successfully redefined how travelers can experience Switzerland, positioning rail travel as a key tool to uncover the true magic of the country, especially during the quieter off-season months.

Key Aspects of the Swiss Bliss Campaign

The Swiss Bliss campaign’s success lies in its emphasis on exploring Switzerland through slow travel. Rather than racing to tick off landmarks, Rail Europe invites travelers to engage with the natural beauty and local culture of Switzerland. This immersive experience is promoted by Train Travel, one of the most sustainable and scenic modes of transport available. Let’s dive deeper into what makes the Swiss Bliss campaign stand out:

Why Choose Rail Travel in Switzerland?

• Sustainable Tourism: Rail travel is one of the most eco-friendly ways to explore the country, significantly reducing the carbon footprint compared to car or air travel.
• Scenic Routes: From the iconic Glacier Express to the GoldenPass Line, Switzerland’s rail routes offer breathtaking views that are perfect for travelers who wish to take their time and absorb the beauty around them.
• Convenience and Accessibility: Switzerland’s rail network is highly efficient, offering travelers a seamless experience to traverse the country’s cities, towns, and villages. With connections to most major tourist attractions, it’s easy to explore from the comfort of the train.
• Local Experiences: Rail Europe encourages travelers to look beyond the conventional tourist spots. The focus is on lesser-known destinations like the picturesque village of Grindelwald, the historical town of Murten, and the hidden valleys of the Ticino region. These places offer authentic Swiss experiences, from local delicacies to unspoiled landscapes, all accessible by rail.

The Vision Behind Swiss Bliss

The campaign’s central message is simple yet powerful: “Travel like a local.” Swiss Bliss promotes the idea of experiencing Switzerland at a more relaxed pace, allowing visitors to enjoy the slower rhythm of Swiss life while avoiding the large crowds typically found in major tourist cities. For many travelers, this change of perspective offers a richer, more memorable experience of Switzerland.

• Immersive Travel: Rather than just visiting Switzerland, the goal is to help travelers become part of the Swiss way of life. From the quiet villages in the Jura Mountains to the peaceful lakeside towns like Lugano, every stop on the Swiss Bliss journey promises a deep cultural encounter.
• Off-Season Appeal: By focusing on off-peak months, Rail Europe highlights the serene beauty of Switzerland when it’s not overcrowded. This gives visitors a chance to see Switzerland in a new light, with uncrowded streets and a slower, more relaxed pace.

The Award-Winning Campaign: A Real Success Story

When Rail Europe received the 2025 Rail Tourism Award for its Swiss Bliss campaign, it was a recognition of the company’s commitment to sustainable travel, as well as its ability to craft compelling, authentic narratives that resonate with today’s mindful traveler.

• Celebrating Lesser-Known Destinations: The Swiss Bliss campaign stands out because it doesn’t just highlight the touristy areas. Instead, it shines a light on hidden treasures within Switzerland, such as Zermatt’s quiet side, Lake Thun’s off-season charm, and the Swiss Alps’ quiet, untouched paths. This creative approach to promoting Swiss tourism has captured the imagination of travelers seeking new and unique experiences.
• Telling Stories: The campaign uses editorial storytelling to transport readers into the heart of Switzerland, through personal stories, beautiful imagery, and immersive content. This has proven to be a key factor in the campaign’s success, as it turns Switzerland into a destination to experience, rather than simply visit.

How Does Rail Europe Promote Swiss Bliss?

The strategy behind Swiss Bliss has been carefully crafted to reach the right audiences in the right way. Rail Europe uses a variety of media, from social media campaigns to travel blogs, to showcase the campaign’s stunning visuals and immersive experiences. Here are the key strategies used to bring the Swiss Bliss campaign to life:

• Influencer Collaborations: Rail Europe has partnered with travel influencers who embody the spirit of slow travel and sustainability. These influencers share their own Swiss Bliss journeys, offering their followers an authentic look at Switzerland’s hidden gems.
• Collaborations with Tourism Boards: Rail Europe works closely with Swiss tourism organizations, like Switzerland Tourism and local regional boards, to highlight the campaign’s key messages and destinations.
• Rail Europe’s Exclusive Offers: Special rail passes, promotional fares, and exclusive travel deals are also part of the Swiss Bliss campaign, making it easier for travelers to experience Switzerland by train at an affordable price.

The Future of Swiss Bliss

Looking ahead, Rail Europe’s commitment to the Swiss Bliss campaign is stronger than ever. The company plans to expand the initiative to include more regions and destinations within Switzerland. As global travel increasingly leans towards sustainability, campaigns like Swiss Bliss will become even more important in shaping the future of rail tourism in Europe.

• More Destinations: The next phase of the Swiss Bliss campaign will bring attention to new areas within Switzerland, offering more destinations to explore, with a particular focus on eco-tourism and adventure travel.
• Continued Collaboration: Rail Europe will continue to collaborate with local businesses, accommodation providers, and cultural institutions to promote these hidden gems and encourage travelers to embrace slow travel.

Conclusion: Why Switzerland is the Ultimate Destination for Slow Travelers

Switzerland has long been a bucket-list destination for travelers around the world. With the success of Swiss Bliss, Rail Europe has introduced a new way of experiencing this beautiful country — a way that celebrates the slow travel movement and showcases the country’s authentic spirit. For anyone who seeks to explore Switzerland’s hidden gems, immerse themselves in its culture, and connect with nature on a deeper level, Swiss Bliss offers an unforgettable journey.

Key Takeaways from the Swiss Bliss Campaign

• Off-the-Beaten-Path Adventures: Swiss Bliss focuses on exploring the lesser-known regions of Switzerland, offering a fresh take on the classic Swiss experience.
• Sustainability: Rail travel is a key component of the campaign, aligning with the growing trend of sustainable tourism.
• Immersive Storytelling: The campaign uses beautiful, real storytelling to engage travelers and inspire them to embrace Switzerland at its most authentic.
• Award-Winning Excellence: The Swiss Bliss campaign has received significant recognition for its impact on rail tourism and its contribution to sustainable travel.

With Swiss Bliss, Rail Europe has successfully combined the best of Switzerland’s natural beauty, cultural richness, and sustainable travel into one award-winning initiative. As we move forward, it is clear that the future of Swiss tourism will be shaped by innovative campaigns like this — offering a chance for travelers to slow down, explore with purpose, and make unforgettable memories along the way.