What happens when you take the idea of a vacation and turn it completely upside down? That’s exactly what’s happening with Italy’s new train project – instead of seeing the trip as lost time between point A and point B, they’ve made the journey the centerpiece of the holiday.
The state-owned company FS Treni Turistici Italiani decided to take a risk and bring the entire Oktoberfest atmosphere, which begins on September 20, onto the train itself. The result is essentially a traveling beer festival – 16 hours of continuous celebration from Rome to Munich.
Oktoberfest Begins in Rome
This is not just another train service with a bit of beer in the cafeteria. The Italian company created a full experience: Live Bavarian music, local dancers, real draft beer, and traditional food. In other words, they took Oktoberfest and put it on a train.
The idea is especially brilliant because of the route itself – traveling through Florence, Verona, Bologna, and the Alps creates a perfect cinematic backdrop for the celebrations. Instead of complaining about 16 hours of travel, passengers arrive in Munich already in the perfect mood.
Why It’s Brilliant
The answer is simple: It solves the biggest problem with Oktoberfest trips. Most people arrive in Munich tired, stressed from the flight or journey, and need time to adjust. Here, they arrive already in high spirits, having met new people on the train, and ready to continue the celebrations.
The Italian company also solved the cost issue – at €89 each way (with a round-trip ticket), it’s cheaper than most flights to Germany and includes accommodation, entertainment, meals, and alcohol. Essentially, it costs less than a one-night hotel stay in Munich during Oktoberfest.
The Festival Battle: Munich vs. Berlin
But something interesting is happening on the German side of the story. While Italy invests in proximity to traditional Munich, many travelers are discovering that Berlin offers the same experience at a much fairer price.
Travel agency Thomas Cook reported a clear trend: People are avoiding Munich’s inflated prices and crowds, opting for a “Berlin Oktoberfest.” There, the same bands, the same giant beer mugs, the same food – but without the tourist circus and at a much more wallet-friendly cost.
This creates an interesting paradox: Travelers save on the festival cost but are willing to spend on luxury hotels. In other words, they’re not looking to save at all costs – they want value for money.
What’s interesting about the Italian beer train is that it represents a new approach to tourism. Instead of seeing transportation as the necessary evil to get through, they’ve turned it into the central part of the experience.
It works only because of specific factors: The Rome-to-Munich distance fits perfectly for a night of celebration, the route is stunning, and the timing is ideal – leaving Friday evening, arriving Saturday afternoon, celebrating over the weekend, and returning on Sunday.
If successful, it could change the whole idea of traveling for events. Instead of thinking of the flight as the way to reach a destination, we might start thinking of the journey itself as part of the destination.