Rail Tourism Awards 2025: Discover the Most Groundbreaking Campaigns That Are Revolutionizing Sustainable Travel Across Europe by Train

Published on December 8, 2025

The Rail Tourism Awards 2025 have successfully highlighted the most inspiring campaigns that promote sustainable European rail travel. These awards celebrate the innovative use of rail as a key driver of eco-friendly tourism in Europe. The global shift towards more responsible travel is reflected in these exceptional campaigns, which emphasize creativity, sustainability, and the deep connection rail travel fosters with local cultures and environments.

The awards ceremony, held in Utrecht, brought together influential players in the rail and tourism industries. The winning campaigns showcased the increasing importance of rail travel as a green alternative to more polluting modes of transport. In an era where travelers are becoming more climate-conscious, rail has emerged as a leading option, providing not only an environmentally friendly choice but also an enriching travel experience.

These best campaigns demonstrate the creativity and dedication of European rail operators, tourism boards, and marketing agencies. By emphasizing sustainability, these initiatives are making rail travel a central part of the growing demand for eco-conscious travel options across Europe. From business trips to leisure journeys, rail offers an exciting and sustainable way to explore the continent.

The Rail Tourism Awards 2025 have proven that rail travel is not just a practical mode of transportation; it is a meaningful experience that encourages travelers to slow down, take in their surroundings, and engage more deeply with the destinations they visit. As sustainability continues to be a key focus for the tourism industry, the campaigns celebrated in these awards highlight how rail tourism is shaping the future of travel in Europe.

Rail Tourism Awards 2025: Key Categories and Winners

The Rail Tourism Awards 2025 featured four main categories that celebrated the best of the industry: Best International Campaign, Best National Campaign, Best Green Campaign, and the Jury Prize. Each category was judged on various criteria including creativity, impact, relevance, and the ability to make rail travel a more appealing and sustainable option for travelers.

Best International Campaign: Go Sustainable by Switzerland Tourism

The winner of the Best International Campaign category was Go Sustainable, a joint initiative by Switzerland Tourism, Eurostar, Evolve Events, and other key partners. This campaign focused on transforming international business travel by promoting rail as a greener, more sustainable alternative to air travel.

• Campaign Overview:
  • Targeted UK event professionals and invited them on a fully rail-based journey from London to Switzerland.
  • Emphasized low-impact business mobility while maintaining professional value.
  • Showcased rail as a more eco-friendly and productive means of travel for business groups.

By using rail travel as a platform for collaboration, this campaign helped shift the perception of rail from being a leisure-only mode of transportation to a viable, sustainable option for business professionals as well.

Best National Campaign: Swiss Bliss by Rail Europe

In the Best National Campaign category, Swiss Bliss, led by Rail Europe, took home the top honor. This campaign shifted the focus from crowded tourist hotspots to quieter towns and scenic secondary routes across Switzerland. The aim was to promote the benefits of traveling off-season and explore Switzerland’s diverse regions beyond the well-known destinations.

• Campaign Highlights:
  • Focused on less-visited towns and off-season travel.
  • Used creator-led content to tell emotional stories about the joys of unhurried travel.
  • Encouraged spontaneous detours and the freedom of rail travel to explore lesser-known areas.

With its emotional storytelling and strategic clarity, the Swiss Bliss campaign succeeded in attracting travelers seeking a more authentic, quieter experience in Switzerland. The use of social media and creator partnerships made it highly relatable to modern travelers looking for an escape from the crowds.

Best Green Campaign: Sowing a Sunny Tomorrow by Slovenske železnice

The Best Green Campaign award went to Sowing a Sunny Tomorrow by Slovenske železnice. This remarkable project used sunflowers to symbolize the connection between rail travel and sustainable tourism. The initiative saw railway corridors across Slovenia transformed into vibrant sunflower fields, thanks to the efforts of children, local communities, and municipalities.

• Campaign Details:
  • Sunflower planting along railways to promote biodiversity and sustainable travel.
  • Engaged local communities to create a sense of pride and ownership in the project.
  • Demonstrated how small-scale, grassroots initiatives could drive significant sustainability efforts in rail tourism.

The campaign’s ability to combine environmental responsibility with community engagement made it an impactful and memorable campaign, earning widespread praise from the jury for its originality and sustainability message.

Jury Prize: Feelings on Track by Sweet and Silverrail

The Jury Prize was awarded to Feelings on Track, a powerful and emotionally-driven campaign by Sweet and Silverrail. This campaign followed the creators of Sweden’s largest mental health podcast, Ångestpodden, on a ten-day Interrail journey through ten countries, exploring the connection between rail travel and mental health.

• Campaign Concept:
  • “The Conversation Seat” was created to encourage open conversations about mental health during the journey.
  • Featured personal stories shared by passengers, making it a deeply social and cultural project.
  • Used film and social media to amplify the message and reach a wider audience.

The Feelings on Track campaign highlighted how rail travel could be a tool for tackling pressing social issues, such as mental health, by turning the journey into an experience of healing and human connection.

Why Rail Tourism is the Future of European Travel

The Rail Tourism Awards 2025 underscore an essential shift in European travel. More travelers are seeking ways to reduce their carbon footprint, and rail travel is at the forefront of this change. As Europe adapts to the growing demand for sustainable travel options, campaigns like these provide not only a mode of transportation but a gateway to deeper, more meaningful connections with the places people visit.

• Benefits of Rail Tourism:
  • Sustainable: Trains emit far less carbon dioxide than airplanes and cars.
  • Convenient: High-speed rail networks offer efficient travel between major cities.
  • Scenic: Trains pass through some of Europe’s most picturesque landscapes, offering an immersive travel experience.

As travelers become increasingly eco-conscious, rail tourism provides an excellent solution, blending sustainability with the unique ability to experience Europe at a slower pace and with a deeper connection to the environment and local cultures.

Looking Ahead: Rail Tourism’s Role in Sustainable Travel

As the world moves towards greener practices, rail tourism will undoubtedly play a central role in the tourism sector’s evolution. The Rail Tourism Awards 2025 celebrate campaigns that not only promote the benefits of rail travel but also inspire the next generation of travelers to make more responsible, impactful choices.

• Key Takeaways:
  • Sustainability will continue to shape the future of rail travel.
  • Creativity and strong storytelling are essential for promoting sustainable tourism.
  • Rail tourism is becoming a central aspect of responsible travel across Europe.

The winning campaigns demonstrate how rail can bridge cultures, reduce environmental impact, and enrich the travel experience in ways other forms of transportation simply cannot match.

By celebrating the Rail Tourism Awards, the industry is reaffirming that sustainability, creativity, and human connection are essential pillars of the future of tourism. As these campaigns show, rail tourism is not just about getting from one place to another; it’s about experiencing Europe in a way that respects both its people and its planet.