Published on
December 6, 2025
Switzerland — known for its Swiss Alps, lakes and iconic cities — has just gained a fresh reason for travellers to look beyond the usual postcard panoramas. The rail‑travel operator Rail Europe has been awarded the 2025 Rail Tourism Awards 2025 by European Travel Commission (ETC) in collaboration with Eurail — thanks to its evocative campaign Swiss Bliss.
The announcement was made in Utrecht during the awards ceremony. The “Swiss Bliss” campaign won the Best National Campaign category, standing out amid 23 submissions from rail operators, tourism boards and marketing agencies across Europe.
Through “Swiss Bliss,” Rail Europe seeks to shift travellers’ focus away from the usual crowded hotspots. Instead, it invites them to explore Switzerland’s lesser‑known towns, scenic secondary rail routes and enjoy the calm and charm of off‑season travel.
What “Swiss Bliss” Does Differently: A Refreshing Perspective on Switzerland
Rather than pushing the familiar — like big cities or famous tourist magnets — “Swiss Bliss” offers a new vantage: quiet villages, tranquil hills, hidden valleys, secret lakes and the slow rhythm of rail travel. The campaign emphasises authentic experiences, local colour and human‑scale discovery.
According to the jury of the Rail Tourism Awards, the campaign stood out because of its creative storytelling, emotional resonance and clear positioning of rail travel as the backbone of a deeper, more meaningful journey through Switzerland.
On behalf of Rail Europe, Helen Schenck — Brand and Content Lead — said that their challenge was not simply promoting Switzerland, but encouraging people to “step away from the top‑10 lists” and see that “true natural bliss” lies beyond the well‑worn tourist trails. “Swiss Bliss” brings that feeling to life with warm, tactile storytelling and visuals that make quiet places compelling must‑see destinations.
Bigger Picture: Why Rail Tourism Matters For Europe Now
The success of “Swiss Bliss” underlines a broader shift in European tourism. The European Travel Commission and Eurail use the Rail Tourism Awards to highlight campaigns that promote rail as a sustainable, low‑impact alternative to mass tourism — and as a way to distribute travellers more evenly across regions.The rail‑travel operator Rail Europe has been awarded the 2025 Rail Tourism Awards 2025 by European Travel Commission (ETC) in collaboration with Eurail — thanks to its evocative campaign Swiss Bliss.
In 2025, when these awards received 23 entries, the winning campaigns were honoured for combining creativity, sustainability and strong storytelling. The judges looked for campaigns that emphasised rail mobility, culture, authenticity and emotional connection — not just glamour or conventional tour‑promoting hype.
For Switzerland, “Swiss Bliss” represents a deliberate push to decongest mainstream hotspots, reduce overtourism pressures, and spotlight tranquil landscapes and local communities. For travellers seeking meaningful experiences and slower pace — often ignored in mainstream travel narratives — the campaign delivers exactly that.
What This Means for Travellers Eyeing Switzerland
If you’re planning a trip to Switzerland, 2026 and beyond might be the best time yet to go — but with a passport stamped for rail. Thanks to “Swiss Bliss,” you’ll likely discover new rail‑linked routes, curated itineraries focusing on quiet towns, seasonal packages and content designed to make hidden Switzerland accessible and appealing.
Expect suggestions to swap your itinerary: instead of rushing from Zurich to Geneva via tourist‑heavy routes — you might find yourself on a scenic secondary line, sipping coffee in a small lakeside village or hiking in a snow-dusted valley far from the usual crowds.
The campaign’s emphasis on off‑season travel could mean better value: fewer crowds, lower prices on lodging, and an opportunity to see a different, more local side of Switzerland.
For rail‑travel enthusiasts, “Swiss Bliss” also underscores the ease, comfort and sustainability of exploring Europe by train instead of planes — aligning with growing interest in slow travel and low‑carbon tourism.
Switzerland Beckons the Curious, the Patient and the Traveller at Heart
Imagine stepping off a quiet train in a Swiss village you’ve never heard of — no tour buses, no crowds, just the soft whistle of the locomotive, the distant chime of church bells and the crisp mountain air. You breathe deeply, step out, and you are home, for a moment. That’s the world “Swiss Bliss” wants you to taste.
By winning the Rail Tourism Award, Rail Europe isn’t just earning a trophy. It’s inviting a new kind of traveller — one who values stillness over spectacle, whispers over noise, memory over checklist. And for those who answer the call, Switzerland might reveal a side far more beautiful, far more personal than you ever imagined.
A Win for Rail, A Win for Thoughtful Travel
“Swiss Bliss” is not just a marketing campaign. It’s a statement. It’s proof that tourism doesn’t have to be loud, crowded or hurried to be meaningful. With the recognition from the Rail Tourism Awards 2025, Rail Europe and Switzerland set an example: that travel can be slow, sustainable, soulful — and deeply transformative.
