The Rivals effect 

New Trainline data shows passenger numbers to
Cotswolds stations increased by 22% after the
new season of Rivals launched

As viewers were preparing for the final episode of part one of Rivals season 2, new Trainline data suggested the hit show was already be encouraging fans to plan their own countryside escape. 

Based in fictional Rutshire - Jilly Cooper’s glamorous, wealthy county inspired by the Cotswolds - Rivals is known for its rolling landscapes, grand houses, countryside pubs and honey-stone villages.

Since the new season launched on 15th May, Trainline data suggests fans are turning the show’s rural escapism into real-world rail getaways, with passenger numbers to several Cotswolds gateway stations rising by more than a fifth compared with the previous month. 

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Passenger numbers to Moreton-in-Marsh, Kemble and Charlbury have risen by an average of 22% since the new season launched, offering fans easy access to the honey-stone villages, countryside pubs and rural scenery associated with the world of the show: 

• Moreton-in-Marsh: up 22%* 
• Kemble: up 22%* 
• Charlbury: up 21%* 

Rutshire-inspired countryside trips by train 

Moreton-in-Marsh

One of the Cotswolds’ best-connected rail gateways, Moreton-in-Marsh is ideal for fans looking to capture the honey-stone village charm and market-town atmosphere that evokes Rivals’ fictional Rutshire. Step off the train and wander along the historic high street, browsing independent shops and antique stores before stopping at The Bell Inn, a traditional Cotswolds pub around a five-minute walk from the station. 

For anyone looking to live out their own Rivals-inspired sporting moment, visitors can also try their hand at a genteel game of croquet at Moreton-in-Marsh Croquet Club, which is around a 15-minute walk from the station along the high street and welcomes beginners and players of all abilities. 

Kemble

A useful rail gateway for the southern Cotswolds, Kemble is well placed for fans looking to lean into the rural landscapes associated with Rivals’ fictional Rutshire. From the station, visitors can wander into the village in around 10 minutes, passing Cotswold-stone cottages and St Mary’s Church for an easy countryside pause. 

For a relaxed lunch or drink, The Tavern Inn is around a 10-minute walk from Kemble station, while those wanting a short outdoorsy stop can follow local footpaths towards the Source of the Thames, just over a mile from the station, for a low-key countryside moment with a picnic. 

Charlbury

Surrounded by countryside scenery and classic Cotswolds charm, Charlbury offers a relaxed way to enjoy the rural escapism that defines Rivals. From the station, fans can walk into town in around 10 minutes for a short wander around Charlbury’s pretty streets before stopping at The Bull, a historic pub on Sheep Street dating back to the early 1500s. 

For a sporty addition to the day, visitors can book a tennis court via Charlbury Community Centre at Nine Acres Recreation Ground, around a 15-minute walk from the station, where Charlbury Tennis Club is based. 

Top Tips for Saving on a Rivals-Inspired Train Trip 

Book ahead where possible

Advance tickets can help keep costs down, especially for longer journeys or weekend trips, and Trainline can help travellers compare times, fares and routes in one place.

Use a Railcard for up to a third off

A Two Together Railcard is ideal for couples or two friends travelling together, while a Family & Friends Railcard can help families save on days out, with adults saving up to a third and children saving 60% on eligible fares. 

Save when travelling as a group

For friends planning a Rivals-inspired countryside escape, GroupSave  can offer eligible groups of three to nine people up to a third off Off-Peak train travel when travelling together.

**rainline compared passenger numbers for departures between 16–29 May 2026 with 18 April–1 May 2026.