European Railways CEOs are putting a strong focus on their international sales strategy particularly with the Ticketing Roadmap published by CER with the support of UIC and CIT in September 2021, presenting the sector vision and commitments to improve international ticketing. The roadmap envisages implementing the key milestones with a focus on rail by 2025, with implementation being wider extended to multimodal applications by 2030. This presentation will explore how important it is for railways to proactively take actions by themselves to improve European passenger services and lower distribution costs.