We propose a method for quantum state transfer in spin chains using an adiabatic passage technique. Modifying even and odd nearest-neighbour couplings in time allows to achieve transfer fidelities arbitrarily close to one, without the need for a precise control of coupling strengths and timing. We study in detail transfer by adiabatic passage in a spin-1 chain governed by a generalized Heisenberg Hamiltonian. We consider optimization of the transfer process applying optimal control techniques. We discuss a realistic experimental implementation using cold atomic gases confined in deep optical lattices.