Ho ho ho! Merry Christmas to all! As the holiday season unfolds, one can't help but wonder how Father Christmas manages to deliver presents to every child around the globe in just one night. Well, it all comes down to some clever travel demand management principles! Let’s unwrap the secrets behind how Santa navigates the skies efficiently while ensuring every child’s Christmas wish comes true. Reducing the Need to Travel In the spirit of reducing travel demand, Santa encourages families to partake in local festivities and gifts. "Why not spend time with loved ones without having to travel far?" he suggests. Santa’s elves have been busy crafting ideas for creative local celebrations that bring the community together. They promote sustainable gifting too; rather than shipping gifts from afar, Santa advises parents to consider handmade or local presents. “If everyone reduces their need for long-distance deliveries, I can focus on those who really need my sleigh," he chuckles. Traveling at Less Busy Times Timing is everything, especially during the holiday rush. Santa has a unique advantage: he travels during the night when everyone is asleep! But he’s not alone in this. He coaches families to aim for less busy travel times. “If everyone plans their family visits and shopping on weekdays instead of weekends, it eases the holiday traffic for all. Remember, I’ll be scooting around the globe on Christmas Eve while everyone else is snug in their beds!” Using Alternative Less Busy Routes Another key to Santa’s success is his knowledge of alternative routes. As he flies from the North Pole, he utilizes secret pathways known only to the elves. These routes help him avoid heavy air traffic caused by other holiday travelers. “Why sit in traffic when there are magical shortcuts through the stars?” Santa laughs. He encourages families to explore quieter roads when heading to holiday gatherings. “Taking the scenic route may just lead you to hidden gems instead of traffic jams!” Using Less Busy Modes of Transport While Santa's sleigh is iconic, he also promotes the clever use of less busy modes of transport during the holidays. As Santa says, “Not every trip needs to be made by car or plane! Consider walking, biking, or carpooling with friends and family.” With his sleigh parked, Santa hops on a trendy elf-sized bike, reminding families that switching to alternative modes of transport isn’t just good for reducing holiday rush—it’s eco-friendly too! “Let’s keep the air clear for my reindeer!” he winks. Bringing It All Together So, as you prepare for your holiday travels this season, remember the wise words of Father Christmas. By reducing the need to travel, timing your trips, discovering alternative routes, and selecting less busy modes of transport, you can enjoy a more peaceful and joyful holiday experience. From all of us at In the Round, we wish you a Merry Christmas filled with love, laughter, and delightful travels! Stay safe, spread cheer, and don’t forget to leave some cookies out for the jolly old man—he’ll need them after making all those strategic stops!

As a UK-based travel demand management and major events specialist who has helped deliver mobility for major tournaments, I’m fascinated by what’s about to unfold across the Atlantic. I am also delighted to be playing a small part in it. As many will be aware, in the span of just 7 years, the United States will host: FIFA World Cup 2026 LA28 Olympic & Paralympic Games Rugby World Cups 2031 (Men) & 2033 (Women) This is a truly unprecedented sequence for one country and while the sporting excitement is guaranteed, the fan travel experience is not. The central question: ✅ Can the hosts actively manage travel demand around the events — not just supply — to ensure fans experience predictable, safe and stress-free journeys across vastly different cities while the communities in which they sit have a great time too? The U.S. has real strengths…. A huge private mobility sector that can scale fast Significant Games-linked investment already visible in Los Angeles Commercial innovation partnerships arriving early (rideshare, new mobility pilots, etc.) A mature inter-city rail and coach network A ‘can-do’ attitude predicated by the desire to want to be the best These building blocks matter but consistency is for us the defining challenge . Visitors will navigate a patchwork of systems — from transit-rich metropolitan areas to car-first regions — each with different norms, apps, signage and payment methods etc. What quality assurance measures will be in place, particularly in the case of the multi-city events, to ensure minimums (standards) are met and maximums are aspired to. Travel Demand Management: A key pillar or a budget frivolity? Unlike recent European mega-events where public transport is heavily relied upon and arguably more of a cultural norm, many U.S. host cities cannot simply “build their way” into capacity. That means: the (likely) bdemand challenges of the event should be determined early on and mitigation strategies (including travel demand management) considered Event organisers must influence travel behaviours (both of fans going to the event and residents just going about their everyday lives) , not just provide services Fans need clear transport guidance before they book travel or accommodation Advocacy of the more environmentally friend travel choices if World Rugby, FIFA, the IOC and the host cities wish to lead by example in this respect staggered arrival and departure strategies , off-peak incentives and ticket-timing rules become essential to spread demand, minimise disruption and maximise experience Walking and shuttle-based first/last-mile operations designed as the default And so on In short: TDM must be strategic, not piece-meal . What fans may benefit from hearing early: “Don’t drive — here’s the reliable alternative.” “Arrive between these time windows to avoid queues.” “Use this specific station/gate/hub for your ticket category.” “Walking routes are shortest and safest from here.” Whilst the community at large might benefit from hearing things like: “consider commuting at this time to avoid potential disruption” “why not walk the last bit of your bus journey so those that can’t might have more space on the bus” “why not get your usual deliveries scheduled to happen outside the times disruption could be at its highest” “did you know fans will be in this area from 6am to get ready for the sport – why not open your doors (of your café) a bit earlier than normal so everyone can make the most of it” The message must be consistent, multilingual and pushed globally and locally. Who will own the overall event communications plan (on operational matters) so that internationals receive it, those travelling from across the USA receive it and those that live locally receive it (from the sources they most trust). An aligned pan-Event approach is required that maximises the strengths of local communications partners. Operational reality: It’s all about the peak of the peaks Major-event congestion doesn’t last all day — it overwhelms systems in very short windows . Three major risks stand out: Airport & intercity (car and public transport) surge arrivals compressing capacity into peak days Simultaneous departures after matches leading to gridlock if unmanaged Car-dominant cities where stadium districts lack adequate transit loading space Without proactive TDM: → Fans likely to default to cars, including rideshare options such as Uber → Traffic will become the event story → Local goodwill will evaporate It is worth noting the cultural and political challenges of operating across the US. I may be worth noting that in reality it is not the USA that is hosting these events but rather the individual cities and states within which each will reside. A UK perspective: what “success” looks like Drawing on lessons from London 2012, Rugby World Cups, Euros and Commonwealth Games — consistency comes from aligned policy and behavioural design , not from perfect infrastructure. The recipe for the U.S. could include elements such as: ✅ Event wide mobility playbook : same language, same rules, same warnings ✅ Mode-shift strategies : clear “don’t drive” policies + easy public options ✅ Smart ticketing and event wide bespoke trip planners across host cities ✅ Stadium access zones prioritising pedestrians and shuttles ✅ Predictive crowd modelling + live demand response ✅ Reward early arrivals and spread the peak with entertainment, wayfinding and pricing ✅ Continuous learning transfer from 2026 ➜ 2028 ➜ 2031 ➜33 – but who will do that? These are just a few ideas on how a multi-city nation performs as a single, coherent host. Final verdict: ambitious — but achievable Here’s hoping that the event wide mobility strategies are not just a stitching together of host city plans. Here’s hoping that quite detailed aspirations at an event wide level (for fan travel experience) are clearly articulated so Host Cities have clear guidance against which they can perform and be held accountable. The U.S. has the assets. But fan travel experience consistency will depend on whether travel demand management becomes a national priority , not a local afterthought. If the U.S. gets this right, fans will leave saying: “That was far easier than I expected — everywhere we went.” If not, the memories may be shaped by journeys rather than joy. And that would be a missed legacy for a moment of extraordinary global attention….

As the 2026 FIFA World Cup approaches, with its unprecedented scale across the United States, Canada, and Mexico, one key factor that often gets overlooked in event planning is how visiting fans usually travel in their home countries. While the logistics of managing thousands of international visitors might seem like a daunting task, there’s one important detail that the organizers should take into account: the travel behavior of fans when they attend football events at home. Understanding how supporters typically navigate their own countries offers valuable insights that can help ensure smoother, more enjoyable travel experiences during the World Cup, creating a seamless and memorable event for fans, cities, and the organizers alike. And to add an additional important layer of complexity, understanding usual fans motivations and expectation’s around sustainability and travel could also be key. 1. Fans Have Established Travel Preferences and Habits Football fans around the world have specific ways they prefer to travel when attending matches. These habits might range from using local public transportation systems to carpooling with friends or relying on ride-sharing services like Uber or Lyft. In some countries, fans might even make it a tradition to tailgate before games, while in others, they might prefer to walk to the stadium in a procession of fellow supporters. For example, in countries where public transport is heavily relied upon (like in many European nations), organizers need to consider how they can replicate or adapt similar systems in the World Cup host cities. This could involve ensuring robust, affordable, and reliable public transport, especially for those who are used to commuting by bus, metro, or train. If fans are accustomed to walking or cycling to games, investing in pedestrian-friendly pathways or bike-sharing programs would be key to making their World Cup experience easier and more enjoyable. 2. Fan Travel Influences Their Overall Experience The way fans get to the stadium impacts more than just logistics—it can shape their overall experience. For instance, in many countries, football fans build a sense of community and camaraderie through the shared experience of traveling to a game. If, for example, they typically enjoy large-scale pre-match gatherings or fan zones, organizers could create spaces for fans to mingle and celebrate their shared passion for the sport before they enter the stadium. Ignoring these cultural aspects of fan travel could lead to missed opportunities for creating a welcoming atmosphere. Fans who travel in large, spirited groups often thrive in environments where they can continue the celebration en route to the match. In addition, if their usual mode of transport is disrupted or unfamiliar, it could result in frustration or even alter their entire approach to the event, making them less likely to enjoy the experience. 3. Familiarity with Local Transportation Patterns Can Improve Planning By examining how fans typically travel at home, World Cup organizers can forecast travel patterns more effectively. In most cases, international visitors are less familiar with public transit routes, roadways, and the general layout of a city, so providing them with practical information on how to replicate their usual travel methods will be crucial. For instance, if fans from a particular country are used to taking subways to games, it would be helpful to have clear signage and guides about local transit systems. In cities where public transport might not be as developed, organizers should consider implementing temporary or enhanced transport services—such as shuttle buses running directly from fan zones or major transit hubs to stadiums. Additionally, understanding where fans typically travel from (whether it's the city center, airports, or designated fan accommodations) will allow organizers to optimize transport routes, frequency, and timing to minimize congestion and avoid bottlenecks. Proactive planning that mirrors the familiar travel patterns of fans can help reduce delays, stress, and last-minute logistical confusion. 4. Tailored Experiences Based on Fan Demographics Fans from different countries have diverse travel cultures that may include unique transportation preferences. For example, South American fans might be accustomed to walking or using ride-sharing apps, while fans from Europe may prefer more organized public transportation. By understanding these differences, organizers can craft tailored experiences that feel familiar to the different fan demographics. Organizers should also factor in the scale of group travel. Fans who typically attend games with large groups—whether family, friends, or entire supporter clubs—will need different travel accommodations than solo travelers. Ensuring that transportation options can cater to these various needs, from dedicated group buses to private transport services, can go a long way in making their journey easier and more enjoyable. 5. Managing Expectations and Enhancing the Fan Experience Perhaps most importantly, understanding how fans usually travel at home allows World Cup organizers to better manage expectations. Fans who are used to short, efficient travel times may be frustrated by delays, while those accustomed to long, crowded journeys will be more adaptable. By knowing these tendencies, organizers can provide more accurate information about travel times, transport options, and even expectations regarding potential delays, helping fans plan accordingly. Moreover, creating opportunities for fans to continue their home-country traditions—whether that’s pre-game rituals, fan meetups, or celebration zones—can significantly enhance their World Cup experience. These details will make the event feel more like a continuation of their familiar football culture, even in a foreign setting. Conclusion As organizers prepare for what promises to be the largest World Cup in history, paying close attention to how fans travel in their home countries is not just a logistical consideration—it’s a way to enhance the entire event experience. Understanding the travel habits, preferences, and expectations of visiting fans can improve transportation planning, manage crowd movements, and ensure that the journey to the stadium is as exciting as the game itself. By building a transportation system that aligns with these behaviors, organizers can offer a more seamless, enjoyable, and memorable World Cup experience for everyone involved. If you’d like to chat with us more about our thoughts on this and related aspects of fan travel for football and many other sports then come say hello@intheround.global