All aboard: Swiss roadshow rolls into Toronto with rail-first message

Switzerland runs on rail power

While it’s true that chocolate, cheese and fresh mountain air are some factors that drive Swiss visitation, it’s the railway system that keeps travellers moving through the country.

Whether it’s a panoramic mountain train or regular public transport, “60 per cent of Canadians use the train when they travel in Switzerland,” said Oliver Weibel, head of trade relations, North America, Switzerland Tourism from the Toronto leg of the board’s North American roadshow.

“Trains and sustainable travel are part of our DNA. We want to show North Americans that it’s not that hard to take the train and trust the system.” 

Twenty-one travel partners, two airline representatives and double the number of advisors and tour operators gathered at Toronto’s ritzy lakeside Boulevard Club on Tuesday evening (May 26) for an evening of Swiss product knowledge and updates.

Guests were greeted at the lobby with a picturesque pastoral mountain photo backdrop opportunity and squares of Lindt chocolate. 

Following presentations and networking, guests got a taste of the club’s generous buffet, dining to the sounds of live dinner jazz.

By the numbers

Canadian stays in the Alpen country are on par with Americans, taking up seven to eight days of per visit, travelling from two to three destinations (if not visiting for the ski season), spending an average of 260 Swiss Francs per day, according to Weibel.

Of course, the destinations drop slightly during winter months when fresh powder coats the slopes making ski and snowboarding resorts the primary destination.

Switzerland has 25 different railway partners that come with a lot of perks like highly coordinated baggage pick up service available at most hotels.

“You can give leave your bags at the hotel lobby and they end up at your destination by train,” said Weibel.

The service is available through the Swiss rail network, known as the SBB. It can be booked in-person or through a travel agent.

The Swiss Travel Pass is an easy entry point that allows free travel during periods between three and 15 days with flexible pricing. “If you miss the train, there’ll often be another one coming in half an hour,” said Weibel.

Geopolitical influences

“Fewer Canadians are skiing in the U.S. these days. We’re seeing more visitors in Europe due to the U.S. travel boycott,” Weibel said. 

Unrelated to Canada, Switzerland is seeing a drop in visitors from Australia, India and Asia who would normally be transferring in major hubs like Dubai or Doha.

Intercontinental travel within Europe however still remains strong, he said.

Sustainability

Sustainable travel is an ongoing buzzword in travel, but it’s nothing new to the Swiss who have “sustainability codified in their DNA”.

“We were the first to come up with sustainable travel programs. The three-level Swisstainable program was launched six years ago with almost 3,000 partners participating,” said Weibel.

Sustainability is a way of life in the mountain country, he said. Produce in hotels often comes from local farmers, reducing CO2 emissions using their own gardens, and river powered cooling and heating systems.

What's new?

Mount Titlis, already an iconic resort an hour outside of Lucerne, is ready to welcome guests to the Titlis Tower, a repurposed telecommunications antenna.  

The new installation that stands at 3,000 metres combines observation deck with restaurant, lounge and the world’s highest Rolex shop above sea level.

The structure, like other parts of Mount Titlis, has been designed by renowned Herzog & de Meuron architecture firm and opens June 4. Guests can take a steep cableway up and also admire the glaciers.

Geneva is opening a brand-new visitor centre that will simulate the experience the life of a diplomat with hands on activities.

The CERN Science Gateway, open since 2023, continues to attract visitors. And Intium offers watch making workshops, from the birthplace of fine time pieces.

The Royal Rigi Experience is a new luxury rail tour that takes between two and twenty guests through various sites at the scenic Mount Rigi, an hour outside of Lucerne. It includes a multi-course fine dining experience with drink pairings and a guided tour aboard a 1911 saloon carriage.

Another new rail product in the Southern Alps is the Pullman Class on the Bernina Express where guests board a nostalgic 1930s-style carriage that combines historical travel culture with personal service and selected cuisine.

Culinary highlights include a visit to the La Gatta vineyard. Passengers can choose between a day trip with a return journey or a single trip to Tirano or St Moritz with a maximum of 32 passengers per route.

Mount Pilatus, also in the Lucerne region, has renewed its surreal “Breath with Pilatus” art installation by New York-based Swiss artist, Annabelle Schneider.

Guests can experience a walk-in cloud room that simulates the human breath with sounds, scents and visuals.

2026 also marks the 10th anniversary of the Grand Tour of Switzerland, a 1,643-kilometre rail circuit that connects the country’s must-see sights, where passengers can step on and off where they choose, much like a cruise.

Mountain moments

“Guests love the proximity to the mountains,” said Weibel. “You can get to the snow and glaciers from the city in under an hour, even in the summer.”

In regards to Canadian market trends, Halifax has been successful in the last year with service courtesy of Edelweiss, he added.

The direct Atlantic flight really sparked interest.  Visitors can get to Switzerland in six and a half hours and don’t have to worry about flying home from Toronto or Montreal.

Switzerland is also popular first stop among Rhine River cruisers, making Basel their first destination and then ending up in Amsterdam. 

Ski your heart out

For skiers and snowboarders looking past Vail, Jackson Hole and the rest of the Rockies, Switzerland is an obvious and appealing option with over 300 resort options.

“Winter is our biggest growth product right now. We had a 20 per cent increase in Canadian visitation in 2025. A flight to BC is going to take four to five hours, while a flight to Zürich will take you only eight. Winter flights to Europe aren’t peak pricing either. Looking at overall costs, you can get resort day passes for $85 through IKON and Epic at more than six resorts,” said Weibel.

But September continues to be Switzerland’s strongest month for Canadians.

“We love to push autumn,” said Weibel. “It stays quite warm in Switzerland until October. The lake cruises are open, the mountains are comfortable for hiking, we have game season, mushroom foraging…it’s my favourite time of year to visit.”

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