A groundbreaking collaboration between UK event planners, Switzerland Tourism and transport partners has redefined sustainable MICE travel. In April, 35 event professionals swapped planes for trains on a best-in-class study trip to Switzerland, earning a Distinction in ESG from sustainability experts event:decision.
A Blueprint for Sustainable Business Travel
With travel accounting for up to 80% of an event’s carbon footprint, this flight-free trip proved that sustainability and exceptional experiences can go hand in hand. The journey was co-created by Switzerland Convention & Incentive Bureau (SCIB), Zurich Convention Bureau, Lucerne Convention Bureau, Eurostar, TGV Lyria, Metropolis DMC and Evolve Events.
The train itinerary included an exclusive Eurostar carriage, rapeseed-fuelled coach transfer in Paris and a double-decker TGV Lyria with engaging and mindful activities onboard. The final leg featured the vintage Red Arrow train through the Swiss Midlands with alpine views.
Inge Bauwens Senior Lead, Eurostar for Business & MICE, explains: “Eurostar’s offering for business travel goes beyond just transportation. It’s about making the journey part of the event. With our expanded network now reaching beyond hub cities, Eurostar offers an even more sustainable way for business travel across Europe.”
Lucerne: Responsible Luxury & Circular Thinking
In Lucerne, sustainability was embedded at every turn; from a QR-code itinerary printed on an apple to accommodation with local sourcing initiatives. Dinner at Neubad, a repurposed swimming pool turned cultural space, showcased adaptive reuse.
Delegates explored the city on foot, with highlights including public fountains offering free, drinkable water. Lunch and networking with local suppliers on a low-emission boat and a ride up the Rigi Bahn (Switzerland’s most sustainable mountain railway) led to a Kirsch tasting hosted by a charismatic local whose family has been making the cherry spirit for generations.
Zurich: Where Innovation Meets ESG
The final stop, Zurich, offered a deep dive into sustainable urban living. Delegates stayed at the 25hours Hotel Zürich West and dined at Michelin Green Star restaurant Elmira (like the entire trip menu, vegetarian)
Split into walking and running tours, participants explored green spaces, visited FREITAG’s recycled bag HQ, and enjoyed pastries at St. Jakob bakery, a social enterprise.
A Circular Economy Workshop led by Zurich Convention Bureau introduced the “5 R” framework, followed by a hands-on cooking class tackling food waste. The trip ended with a vintage tram apéritif tour and dinner at Zurich’s oldest restaurant, Haus zum Rüden, accompanied by live music from a local folk band, delivering a memorable evening of authentic culture and connection.
Impact & Industry Shift
“Go Sustainable wasn’t just a passive study trip – it proved that FAMs can do more than inspire, they can influence change.” said Anna Peters, Creative Director at Evolve Events.
The numbers speak for themselves. The carbon savings from London to Zurich alone were staggering: 11kg per passenger by train versus 195kg by plane; the equivalent of lighting the Eiffel Tower for an hour versus two full days.
“This trip highlights the power of collaboration within the MICE industry and demonstrates how Switzerland is not only leading in sustainable tourism but offering a model for global destinations to follow,” said Reto Konrad, Manager at SCIB UK & Ireland. “Switzerland’s commitment to sustainability is deeply embedded in our culture, from our transport infrastructure to our event venues. This trip showcased how effortlessly sustainability can be integrated into business events, offering planners a practical and enjoyable way to meet ESG targets.’
By trip’s end, participants felt not just inspired but empowered: “It felt like a working model of what the future of sustainable events could look like, and left me feeling hopeful for the future.” said Charlie Pepperell of From Now.
Fast Facts
- Dates: 3–6 April 2025
- Delegates: 35 UK event professionals
- Project Partners
Switzerland Convention & Incentive Bureau, Zurich Convention Bureau, Lucerne Convention Bureau, Eurostar, TGV Lyria, Metropolis DMC, Evolve Events and event:decision
- Distance by Train: Approx. 1,902km
- Travel Time: 10 hours (including scenic transfers)
- Carbon Emissions: London to Zurich | Train: 11kg CO₂ pp vs. Plane: 195kg CO₂ pp
- Tip: Bring a refillable bottle – Swiss tap water is world-class
Learn More:
Eurostar for Business
Meetings in Switzerland
