Rail travel is seeing a surge in popularity and National Geographic Traveller (UK) is featuring the world’s most notable train journeys, coinciding with 2025 marking the 200th anniversary of the modern railway. The UK recorded 1.7 billion rail journeys in the 12 months leading up to September 2024 — a 12% increase from the previous year — underscoring the growing appeal of rail travel. Building on this momentum, a new campaign highlights the allure of slow, immersive journeys, celebrating the golden age of rail while showcasing the expansion of European rail links and the rise of luxury and heritage routes worldwide.  

To bring this vision to life, the National Geographic Traveller (UK) team at APL Media developed an ongoing, multi-platform strategy that combined compelling storytelling, rich visual content and digital engagement across print, web and social media. 

The rail campaign 

• High-impact cover story: The March 2025 issue of National Geographic Traveller (UK) featured an in-depth guide to 19 of the world’s greatest train journeys, from the luxury of the Andean Explorer in Peru to the historic West Highland Line in Scotland.  
• Digital content: To complement the cover story, the team produced additional online features, including  ‘The best European sleeper train routes’ exploring the growing trend towards sustainable, flight-free travel. As part of the 200 years of rail travel celebration, strategic bursts of promotion will continue throughout the year. 
  Rail content will also be seamlessly integrated into destination-focused promotions, positioning train journeys as a sustainable and immersive way to explore the world. 
• Social media campaign: A targeted digital campaign engaged audiences across LinkedIn, Instagram, Facebook and X, featuring visually striking posts, Instagram reels and behind-the-scenes content to drive interest. 
• Newsletter strategy: The campaign is being further amplified through newsletters and SEO-optimised content, spotlighting must-read articles, exclusive travel insights, and engaging blog posts designed to attract organic traffic.  
• Cross-promotions: Collaborations with tourist boards and travel brands helped maximise audience reach, positioning rail travel as a key part of the future of tourism. 

The result This multi-platform campaign successfully engaged travel enthusiasts and industry professionals, reinforcing the appeal of slow, sustainable travel. By showcasing extraordinary rail journeys through impactful storytelling and real-world engagement, the campaign positioned train travel as an inspiring and viable alternative to flying.  

• The campaign reached adventurous, experience-driven travellers who value unique journeys. 
• The dedicated rail journey newsletter had the second highest click rate among all newsletters this year, and the highest among editorial content (non-marketing) newsletters. 
• 19 of the world’s greatest train journeys has already become the fifth best-performing online article of all time for the team while supportive rail journey content also consistently ranked high in traffic. 

The March 2025 issue of National Geographic Traveller (UK) features 19 of the world’s most remarkable train journeys and much more. From once-in-a-lifetime adventures to everyday scenic routes, this campaign delivered high-impact storytelling and audience engagement.  
 
To read a sample of the issue, click here. 

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Notes 

National Geographic Traveller (UK) is published under licence by APL Media Limited, from National Geographic Partners LLC in Washington, DC. The travel and lifestyle magazine launched in December 2010 and is packed full of you-are-there photography, authentic travel experiences and inspiring narratives. nationalgeographic.com/travel  

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About APL Media    

An award-winning publisher and content marketing agency founded in 1997, APL Media Limited has been changing the narrative, and the way clients communicate with their audiences, for over 27 years. In addition to publishing the award-winning magazines National Geographic Traveller (UK) and Food by National Geographic Traveller (UK) and organising related events under the National Geographic brand umbrella, APL Media produces print, digital and live media across the travel and lifestyle sector. aplmedia.co.uk