Switzerland and its rail network are entering a new phase of destination promotion as Rail Europe and Swiss Travel System launch the second edition of the Swiss Bliss campaign, encouraging international travellers to explore the country through slower rail journeys, lesser-known destinations and local experiences. The campaign builds on the first Swiss Bliss initiative, which received the Best National Campaign award at the 2025 Rail Tourism Awards organised by Eurail and the European Travel Commission.
For visitors, the campaign places the journey itself at the centre of the travel experience. Instead of focusing exclusively on Switzerland’s best-known attractions, the initiative highlights quieter towns, scenic secondary routes and experiences that can be reached through the country’s extensive railway network.
Swiss Bliss Takes Travellers Beyond the Famous Hotspots
The latest campaign continues the focus on destinations away from Switzerland’s busiest tourism locations. Travellers are encouraged to explore smaller communities, regional landscapes and local experiences while moving through the country by train.
This approach creates opportunities to build itineraries around several stops rather than concentrating an entire holiday around one major city or mountain attraction. Visitors can travel between destinations while using the railway journey as part of their sightseeing experience.
The first Swiss Bliss campaign was recognised at the 2025 Rail Tourism Awards for highlighting quieter Swiss towns, scenic secondary routes and off-season travel.
Swiss Rail Travel Connects Cities Mountains and Lakes
Rail travel provides visitors with access to a broad range of Swiss destinations. The country’s public transport system combines long-distance trains, regional rail services, buses and boats, creating connections between urban centres, mountain regions and lakeside communities.
Switzerland’s Federal Office of Transport describes railways as the backbone of the country’s public transport system, while the government notes that the national network is among the densest in the world.
For tourists, this makes rail travel relevant to both major sightseeing routes and journeys into smaller destinations.
Ticino Brings a Mediterranean Side of Switzerland
The 2026 Swiss Bliss campaign includes a Ticino itinerary linking Lugano, Morcote, Valle Verzasca and Locarno. The route introduces travellers to a southern Swiss landscape where lakes, mountain scenery and Mediterranean influences come together.
Visitors can use the railway journey to move between different parts of Ticino while combining lakeside exploration with village visits and outdoor experiences. The itinerary also provides an alternative to traditional Alpine-focused travel by showcasing Switzerland’s Italian-speaking region.
Lavaux and Gruyères Add Food and Landscape
Another Swiss Bliss route connects Basel, Vevey, Montreux, Gruyères and Broc, bringing together vineyards, lakeside scenery and food experiences.
The Lavaux region is known for its terraced vineyards overlooking Lake Geneva, while Gruyères offers travellers a historic town setting and a strong connection with Swiss food traditions. The itinerary encourages visitors to combine rail travel with vineyard walks, chocolate and cheese experiences and lakeside exploration.
Swiss Travel Pass Simplifies Rail Exploration
Travellers exploring Switzerland by rail can also use the Swiss Travel Pass, which provides access to trains, buses and boats across the country. Switzerland Tourism states that the pass offers unlimited travel on its validity days and access to public transport in more than 90 towns and cities.
The pass can also include free entry to more than 500 museums and selected mountain excursions, making it useful for visitors building multi-destination itineraries around rail travel.
Rail Travel Supports Broader Tourism Discovery
Switzerland’s rail infrastructure allows tourism campaigns to distribute visitor journeys across different regions. Instead of concentrating demand around the country’s most recognised attractions, rail-based itineraries can connect smaller destinations with established tourism centres.
The Swiss government’s tourism strategy also identifies sustainable mobility and strong public transport connections as important elements of Swiss tourism development.
For international travellers, this creates practical opportunities to combine cultural visits, outdoor activities, food experiences and scenic journeys without relying exclusively on private vehicles.
Switzerland Builds on Swiss Bliss for 2026
The second Swiss Bliss campaign gives travellers another way to discover Switzerland through its rail network, combining transportation with destination exploration. Routes covering Ticino, Lavaux, Gruyères and other regions demonstrate how train travel can connect different landscapes and local experiences within one holiday.
As the campaign develops, Switzerland is continuing to position rail journeys as an important part of discovering the country. For travellers, that means the railway can become more than a way to reach the next destination, providing a route through Switzerland’s towns, mountains, vineyards, lakes and regional cultures.
