Rail Tourism Awards 2025: Showcasing the Future of Sustainable and Creative Rail Travel, All You Need To Know

The 2025 Rail Tourism Awards, presented by the European Travel Commission (ETC) and Eurail, have recognised the most impactful and innovative rail tourism campaigns across Europe. Now in its fifth edition, the Rail Tourism Awards highlight the growing importance of rail travel as a sustainable, creative, and meaningful way to explore Europe. The awards were presented at The Great Connection event in Utrecht, a collaborative gathering aimed at exploring how creative marketing and storytelling can support the future of rail tourism.

The competition attracted 23 submissions, showcasing a variety of campaigns that reflect the growing demand for eco-friendly travel and sustainable tourism. This year’s winners included campaigns by Switzerland Tourism, Rail Europe, Slovenske železnice, and Sweet/Silverrail, each of which demonstrated how rail can foster cultural connections, encourage sustainable travel choices, and create enriching travel experiences for passengers across Europe.

Best International Campaign: Go Sustainable by Switzerland Tourism

Switzerland Tourism, in partnership with Eurostar and Evolve Events, won the Best International Campaign award for their Go Sustainable initiative. This campaign sought to redefine business travel by taking 35 UK event professionals on a fully rail-based journey from London to Switzerland. By emphasizing the collaborative and educational aspects of the journey, the campaign showcased how low-impact business mobility can enhance professional networking while reducing the carbon footprint. This initiative resonated strongly for its ability to encourage the business sector to make more sustainable travel choices, a segment traditionally harder to influence towards greener options.

Best National Campaign: Swiss Bliss by Rail Europe

The Best National Campaign award was presented to Rail Europe for their Swiss Bliss campaign, which highlighted the quieter, more serene regions of Switzerland. This campaign steered travelers away from crowded tourist hotspots and instead focused on the charm of Switzerland’s smaller towns, scenic secondary routes, and the relaxed pace of off-season travel. Through authentic creator-led content and tactile storytelling, Swiss Bliss invited travelers to explore unhurried journeys and spontaneous detours, helping to promote a more balanced tourism experience across Switzerland. The campaign was praised for its emotional depth and its ability to inspire travelers to embrace a slower, more meaningful way of exploring the country.

Best Green Campaign: Sowing a Sunny Tomorrow by Slovenske železnice

The Best Green Campaign award went to Slovenske železnice for their Sowing a Sunny Tomorrow campaign, which turned Slovenia’s rail corridors into blooming sunflower fields. In collaboration with local communities, children, and municipalities, the project used sunflowers to symbolize renewal, biodiversity, and climate-conscious travel. The campaign’s minimal resource usage and strong sustainability message demonstrated the power of local involvement and community pride in promoting environmentally responsible tourism. The judges appreciated the campaign’s originality, widespread public participation, and its ability to use rail travel as a platform for social and environmental impact.

Jury Prize: Feelings on Track by Sweet/Silverrail

The Jury Prize was awarded to Sweet/Silverrail for their emotionally driven campaign Feelings on Track, which explored the intersection of train travel and mental health awareness. The campaign followed the creators of Sweden’s largest mental health podcast, Ångestpodden, on a 10-day Interrail journey through 10 European countries. During the journey, the creators invited passengers to sit in “The Conversation Seat” and share personal mental health stories, creating a space for honest conversations on board. The campaign culminated in a short film that was shown at Stockholm’s Bio Rio cinema before spreading across social media, YouTube, and radio. Feelings on Track stood out for its bold social project, which used the simple act of traveling by train to address mental health issues, particularly resonating with younger audiences.

Rail Tourism: A Growing Trend in Sustainable Travel

The 2025 Rail Tourism Awards underline the increasing shift towards rail travel as a sustainable, low-impact mode of transport. With a growing focus on eco-friendly tourism, rail travel is seen as a key element in the future of responsible tourism in Europe. By connecting destinations, communities, and travelers, rail travel offers a unique opportunity to explore regions in a more connected, cultural, and meaningful way. Whether it’s a business trip or a leisure journey, these winning campaigns show how rail can be both a practical and enriching experience.

The Future of Rail Tourism in Europe

The Rail Tourism Awards 2025 celebrate how rail travel is evolving as a means to connect travelers with local cultures, sustainability, and deeper, more meaningful travel experiences. These campaigns not only promote the joy of rail travel but also highlight how it can contribute to the sustainability goals of the tourism industry. As more travelers become conscious of their environmental footprint, rail tourism continues to grow in popularity as a sustainable and enriching way to explore Europe.

Conclusion: Rail as the Future of European Travel

The 2025 Rail Tourism Awards underscore the growing importance of sustainable rail travel as a key pillar of responsible tourism in Europe. These campaigns have shown that rail travel is not just about transportation, it is about the journey itself, connecting travellers to local communities, natural landscapes, and cultural experiences. With more initiatives focused on sustainability, well-being, and authenticity, rail travel is set to play an increasingly important role in shaping the future of European tourism.

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