Now in its fifth edition, the Rail Tourism Awards 2025 attracted 23 submissions from rail operators, national tourism organisations, marketing agencies and tourism bodies across Europe. Entries were judged on creativity, relevance, the central role of rail, and overall campaign impact. Four awards were presented: Best International Campaign, Best National Campaign, Best Green Campaign and the Jury Prize.
The 2025 jury included Elke Dens (The Travel Foundation), Nicky Gardner and Susanne Kries (hidden Europe), Marit Ruuda (European Commission, DG Mobility and Transport), Mark Smith (“The Man in Seat 61”), and Owen Farrington (krow.x).
Rail as a driver of more sustainable European tourism
Commenting on the results, Eduardo Santander, CEO of the European Travel Commission, underlined how the awards reflect changing traveller expectations. “Travellers are increasingly climate-conscious and looking for ways to explore Europe at a slower pace, with a lighter footprint and a deeper connection to the places they visit. That is why rail is stepping into the spotlight as a key driver of more sustainable tourism in Europe. This year’s winning campaigns show how creativity and strong storytelling can inspire that shift. They remind us that choosing rail travel is not only a practical and greener option, but a meaningful way to experience Europe deeper, in a more responsible and enriching way.”
Carlo Boselli, CEO of Eurail, emphasised the role of rail as a platform for culture and connection. “The campaigns recognised today demonstrate how rail can serve as a platform for culture, creativity, and connection, revealing the broader possibilities of what rail travel can inspire across Europe. They encourage our sector to think more boldly about how we communicate, how we collaborate and how we engage the travellers of tomorrow. The experimentation behind these projects illustrates the direction in which rail tourism can continue to evolve. We were proud to celebrate this progress together at The Great Connection event.”
- Best International Campaign: Go Sustainable (Switzerland Tourism, Eurostar, Evolve Events and partners): Switzerland Tourism, together with Eurostar, Evolve Events and partners, won Best International Campaign for Go Sustainable. The initiative repositioned international business travel by taking 35 UK event professionals on a fully rail-based journey from London to Switzerland. By turning travel time into opportunities for collaboration and discovery, the campaign demonstrated how low-impact business mobility can still deliver strong professional value. The judges highlighted its ambition, cross-sector cooperation and its ability to target a business travel segment that is often hard to shift towards greener choices.
- Best National Campaign: Swiss Bliss (Rail Europe): Rail Europe received the Best National Campaign award for Swiss Bliss, which offered a refreshed view of Switzerland by moving attention away from crowded hotspots. The campaign focused on quieter towns, scenic secondary routes and the advantages of travelling off-season. Using creator-led content and warm, tactile storytelling, Swiss Bliss encouraged travellers to embrace unhurried journeys and spontaneous detours made possible by the rail network. The judges praised its emotional impact, strategic clarity and capacity to support more balanced, region-diversifying travel across Switzerland.
- Best Green Campaign: Sowing a Sunny Tomorrow (Slovenske železnice): Slovenske železnice was awarded Best Green Campaign for Sowing a Sunny Tomorrow, an initiative that transformed railway corridors across Slovenia into sunflower fields planted by children, local communities and municipalities. The campaign used sunflowers as a symbol of renewal, biodiversity and climate-conscious travel, creating a clear visual and emotional connection between passengers, landscapes and the rail network. The judges were particularly impressed that the project was delivered in-house with minimal resources and praised its originality, strong sustainability message and ability to mobilise public participation anchored in local pride.
- Jury Prize: Feelings on Track (Sweet and Silverrail): Sweet and Silverrail received the Jury Prize for Feelings on Track, an emotionally driven campaign linking train travel with open conversations about mental health. The project followed the creators of Sweden’s largest mental-health podcast, Ångestpodden, on a ten-day Interrail journey through ten countries, inviting strangers to sit in “The Conversation Seat” and share personal stories. A short film premiered at Stockholm’s Bio Rio cinema before reaching wider audiences on YouTube, social media and radio. The jury noted how Feelings on Track turned a rail journey into a cultural and social project that resonated particularly strongly with younger travellers.
For travel and tourism professionals, the Rail Tourism Awards 2025 provide concrete examples of how rail can be positioned not only as a low-carbon transport option but as a storytelling platform that connects sustainability, community engagement and meaningful experiences across Europe.
Tags: Eduardo Santander, European Travel Commission Carlo Boselli, Eurail Rail Tourism Awards 2025
