Train travel is no longer simply a practical choice. It's becoming a sign of a much broader transformation in tourism practices. Behind the rise of slow tourism, a clearer expectation is emerging: to travel shorter distances, make the most of the journey, reduce carbon footprint, and find a greater sense of coherence between mobility, accommodation, and overall experience. For tourism professionals, this is no longer a minor issue. It's reshaping how destinations are marketed, how trips are packaged, and how to capture a demand that is increasingly focused on comfort, time, and the meaning of travel.
The movement is far from theoretical. ADEME (the French Agency for Ecological Transition) points out that slow tourism is based on a more sustainable, local, and experiential approach to travel. The agency also emphasizes that transportation plays a significant role in the environmental impact of vacations. In this context, train travel ticks almost all the boxes sought by this clientele: low-carbon mobility, direct access to destinations, arrival in city centers, and the added value of the journey itself. According to the specialized press, this is precisely why the train has become the most visible symbol of this way of traveling.
Summary
Train travel perfectly meets new expectations
If train travel is becoming increasingly popular, it's not just for environmental reasons. It's also because it addresses a growing weariness with fragmented journeys, involuntary downtime, and the relentless pursuit of speed. Trains reintroduce continuity. You board, settle in, read, work, admire the scenery, and then arrive directly at the heart of your destination. This perceived comfort is playing an increasingly important role in the final decision.
The environmental argument remains central. The public tool Impact CO2 estimates a round trip between Paris and Marseille by TGV at 4.4 kg CO2e. The difference with air travel therefore remains significant for a long domestic journey. For a growing number of travelers, this type of difference is no longer a minor detail. It is becoming a deciding factor, especially for short and medium-length trips where the train is already competitive in terms of door-to-door travel time.
The market already exists, and the figures confirm it
The strongest signal comes from ridership figures. SNCF indicated that TGV InOui and OUIGO transported nearly 130 million passengers in France in 2024. For its part, the Transport Regulatory Authority confirmed the growth in rail services and ridership in 2024. The same trend is seen with night trains, whose ridership exceeded one million passengers in 2024, with a marked increase despite a still limited service.
For tourism stakeholders, this accumulation of signals is changing the way they interpret the market. Train travel is no longer a niche for activists or a sustainable marketing strategy. It is already an established demand, with volumes, uses, and expectations clear enough to influence the tourism offering.
Why slow tourism benefits the railways so much
Slow tourism prioritizes the quality of the experience over speed. This naturally favors destinations accessible within a few hours by train, medium-sized cities, nearby coastlines, rural areas connected to a train station, and regions where the experience can be extended on foot, by bike, or using public transport. The train then becomes much more than just a means of access; it becomes the first element of the tourism experience.
This is probably where the most interesting shift is taking place. For a long time, transportation was primarily a matter of logistics. Now, train travel is becoming a storytelling element. You can sell an arrival at the station, a journey through landscapes, a stop along the way, a car-free trip, a more peaceful experience. This promise appeals to leisure travelers, families, young urbanites, and travelers seeking tourism that aligns more closely with their values.
What tourism professionals should change
The first step is to stop treating the train as secondary information. A destination accessible by rail must embrace it from the outset in its marketing, SEO, and the development of its offerings. It's not just about indicating an arrival station. The entire journey must be presented: travel time, access from the station, local transportation options, car-free accommodations, activities accessible on foot or by bicycle, and the tangible benefits of a less car-dependent stay.
The second challenge concerns packaging. Train travel becomes much more appealing when it's part of a seamless package: ticket, accommodation, bike rental, eco-friendly transfers, local activities, dining, or a contact list. The simpler this chain, the more commercially attractive the train becomes.
The third lever is economic. While trains aren't always the cheapest option at first glance, they often become more appealing when you factor in the full cost of the journey: luggage, transfers, parking, lost time, meals, and travel fatigue. SNCF Advantage cards, regional offers, and free bicycles on most TER trains further reinforce this logic.
The real issue is no longer the trend, but the execution
Train travel is growing because it ticks all the boxes for expectations of efficiency, comfort, and experience. But this growth won't automatically benefit everyone. Destinations and operators that truly simplify the customer journey will gain the upper hand. Those who merely add a "slow" veneer without rethinking their offering risk missing out on demand.
The timing is therefore strategic. Slow tourism is no longer just an inspiring narrative. It is becoming a business opportunity. And in this arena, train travel is already emerging as one of the most concrete levers for attracting tomorrow's customers.
Sources
https://impactco2.fr/outils/caspratiques/tgv-paris-marseille
https://www.groupe-sncf.com/medias-publics/2025-03/pr-sncf-group-2024-full-year-results.pdf
https://reseauactionclimat.org/train-de-nuit-frequentation-record-bridee/
https://www.sncf-voyageurs.com/fr/voyagez-avec-nous/train-et-velo/votre-velo-a-bord/
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