High speed rail (HSR) represents the future of medium-haul intercity transport. In fact, a number of HSR projects are being developed all over the world despite the financial and economic crisis. Such large investments require reliable demand forecasting models to develop solid business plans aiming at optimizing the fares structures and the timetables (operational level) and, on the other hand, at exploring opportunities for new businesses in the long period (strategic level). In this paper, we present a models system developed to forecast the national passenger demand for different macroeconomic, transport supply, and HSR market scenarios. The core of the model is based on the simulation of the competition between transportation modes (i.e. air, auto, rail), railways services (intercity vs. high speed rail) and HSR operators, using an explicit representation of the timetables of all competing modes/services/runs (schedule-based assignment). This requires, in turn, a diachronic network representation of the transport supply for scheduled services and a nested logit model of mode, service, operator, and run choice. To authors' knowledge this represents the first case of elastic demand, schedule-based assignment model at national scale to forecast HSR demand. The overall modeling framework has been calibrated based on extensive traffic counts and mixed RP-SP interviews gathered between 2009 and 2011, on the Italian multimodal transportation system. The results of the models estimation are presented, and, some applications to test HSR service options (i.e. fares and timetable) of a new operator entering the HSR market and competing with the national incumbent are discussed.