Exploring Switzerland Beyond the Icons: Rail Europe’s “Swiss Bliss” Campaign Wins 2025 Rail Tourism Award, Showcasing Places Like Zermatt and Lucerne, Everything You Should Know

Published on December 9, 2025

Rail Europe, a leader in promoting rail travel across Europe, has been honoured with the prestigious 2025 Rail Tourism Award in Utrecht. This accolade was bestowed upon the company for its innovative campaign, “Swiss Bliss”, which aims to highlight the lesser-known destinations in Switzerland, encouraging travellers to venture off the beaten path and discover the hidden gems of this beautiful country. By embracing a sustainable, slow travel approach, Rail Europe has successfully integrated rail travel with cultural exploration, providing a fresh perspective on Switzerland’s stunning landscapes.

This award is a recognition of Rail Europe’s continuous effort to promote sustainable tourism while collaborating closely with national and regional tourism boards to foster a deeper connection between travellers and authentic European experiences. The “Swiss Bliss” campaign showcases the true spirit of Switzerland, beyond the usual tourist hotspots, and invites visitors to travel like locals, particularly during quieter months when the country’s natural beauty is in full bloom, untouched by the crowds.

An Innovative Take on Switzerland: “Swiss Bliss” Reimagines Exploration

The “Swiss Bliss” campaign was launched as a partnership between Rail Europe and Travel Switzerland, creating a compelling story that steers travellers away from the typical top-10 lists and instead encourages them to embrace the serenity of Switzerland’s lesser-known destinations. In a world increasingly dominated by mass tourism, this campaign offers a refreshing alternative, showcasing that Switzerland’s true beauty lies not only in its famous lakes, mountains, and cities but also in the tranquil, undiscovered corners of the country.

The Journey Beyond the Icons: Why “Swiss Bliss” Matters

Rail Europe’s focus on promoting off-the-beaten-path destinations in Switzerland through train travel aims to provide an authentic experience that celebrates the country’s diverse landscapes. The campaign’s strategy goes beyond simply highlighting popular tourist spots like Zurich and Lucerne. Instead, it unveils the hidden beauty of smaller towns and regions, allowing visitors to immerse themselves in local culture, nature, and cuisine.

By focusing on the quieter, off-season months, Rail Europe introduces an entirely new way to appreciate Switzerland’s peaceful charm. Whether it’s exploring the snow-capped Alps, enjoying the quiet of Lake Geneva’s shoreline, or wandering through traditional Swiss villages untouched by large crowds, “Swiss Bliss” advocates for a mindful and sustainable approach to tourism. It’s a campaign that invites travellers to slow down, take in the scenery, and embrace the essence of travel—connecting with the environment and people in a more intimate way.

Rail Europe’s Commitment to Sustainability and Rail Tourism

Rail Europe has always been a strong advocate for sustainable travel options. This commitment aligns with the growing global demand for eco-friendly tourism. By promoting rail travel as a means of exploring Europe, Rail Europe supports low-carbon transportation that reduces the environmental impact of travel. The company’s longstanding partnership with Eurail and European Travel Commission (ETC) helps amplify this message, encouraging travellers to choose rail as their preferred mode of transport while exploring Europe’s treasures.

In the case of the Swiss Bliss campaign, rail travel not only reduces the carbon footprint but also enhances the travel experience itself. Swiss trains are renowned for their efficiency and scenic routes, offering passengers the chance to enjoy some of the most stunning landscapes in the world while travelling comfortably and sustainably.

A Step Towards Slow Travel: The Growing Appeal of Rail Tourism

The rise of slow travel has been a significant trend in recent years, with more travellers seeking deeper, more meaningful travel experiences. Rail Europe’s “Swiss Bliss” campaign embodies this movement by offering a slower, more reflective way to explore Switzerland. Rather than rushing from one tourist hotspot to another, travellers are encouraged to take their time, enjoy the scenery, and discover the nuances of each destination at their own pace.

For those looking to embrace this new way of travelling, train journeys through Switzerland provide a perfect opportunity. The country’s extensive rail network connects picturesque towns and villages that are often overlooked by tourists. Whether it’s the peaceful Bernese Oberland or the charming streets of St. Moritz, these destinations offer a more personal and authentic experience, where the focus is on enjoying the moment rather than ticking off a list of famous sights.

Travel Tips: How to Experience “Swiss Bliss” Firsthand

For travellers eager to explore the hidden corners of Switzerland as part of the “Swiss Bliss” campaign, here are a few tips to make the most of your journey:

• Plan for the Off-Season: To experience the true tranquillity of Switzerland, consider travelling during the off-peak months. Many destinations are less crowded and offer a more intimate, peaceful experience.
• Opt for Scenic Routes: Switzerland’s rail system offers some of the most picturesque train journeys in Europe. Don’t miss routes like the Glacier Express or the Bernina Express, which provide sweeping views of the Alps and beautiful Swiss landscapes.
• Explore Smaller Towns: While cities like Zurich and Geneva are well worth visiting, don’t overlook smaller towns like Lugano, Montreux, or Zermatt, where you can experience authentic Swiss culture and natural beauty without the tourist crowds.
• Engage with Locals: Take the time to speak with locals and learn about the culture, cuisine, and traditions that make each region unique. Swiss villages often offer festivals, markets, and artisanal goods that are hidden gems waiting to be discovered.

Swiss Bliss: The Future of Sustainable Travel

The 2025 Rail Tourism Award solidifies Rail Europe’s role as a leader in promoting sustainable tourism in Europe. The “Swiss Bliss” campaign not only highlights the beauty of Switzerland’s lesser-known destinations but also sets a standard for the future of rail tourism, proving that slow, sustainable travel can offer rich, immersive experiences that benefit both travellers and the environment. By embracing this new approach, Rail Europe is encouraging travellers to explore Europe in a way that is both meaningful and environmentally responsible.