What we think....
Last week’s UK BBC Panorama episode, “E-Bikes: The Battle For Our Streets ”, sparked some controversy by presenting an investigation into the rise of electric bikes in urban environments. Organisations such as Cycling Electric , Cycling Weekly , and the Bicycle Association have responded. The episode faced widespread criticism for inaccurately portraying legal e-bikes and the broader micromobility movement. We spotted some misleading footage and a lack of expert analysis, blurring the line between road-legal e-bikes and illegal electric motorbikes. Along with the organisations mentioned, we believe that such misrepresentations risk damaging public perception of an industry that offers a promising pathway toward more sustainable cities. In a moment that captures the spirit of micromobility’s future, actor Timothee Chalamet recently arrived at the UK premiere of the Bob Dylan biopic A Complete Unknown riding a Lime electric bike . This unconventional entrance at London’s BFI Southbank not only turned heads but also underscored the practicality and accessibility of shared e-bike schemes in urban settings. Chalamet’s choice to cycle to the premiere, despite the ensuing £65 fine for improper parking, demonstrates how shared micromobility can address real-world challenges like traffic congestion while making a bold statement about sustainability. As cities like London continue to embrace shared micromobility options, moments like these highlight their potential to shape a cleaner, more connected urban future. The episode and subsequent reactions underline the critical need for accurate, balanced discussions about shared electric micromobility solutions, including both e-bikes and e-scooters. At In the Round, our blog below aims to clarify facts, highlight the benefits and challenges of shared micromobility, and explore what lies ahead for these schemes worldwide… Photo source: Sky News
As a consultancy dedicated to promoting sustainable travel, In the Round recognises the critical importance of transforming how people choose to travel, not only for personal benefit but also for societal well-being and the health of our planet. England’s Integrated National Transport Strategy (INTS) – Call for Ideas presents a great opportunity to contribute ideas that can inspire lasting behavioural change in travel choices across the country. The INTS aims to create a unified, user-centric transport network by improving connectivity across different modes of travel, enhancing local infrastructure, and ensuring long-term sustainability. This call for ideas, open 30 January 2025, encourages individuals, communities, and organisations to share insights and innovative approaches that can help shape the future of transport in England. We set out our ideas below: National travel behaviour change marketing communications campaign Our initial observation is that language around the INTS is very much about networks and not people. There is an opportunity to help influence travel behaviours of individuals (and organisations) so that the networks that are available are used in an optimal manner. The lack of a person centric approach from the outset is interesting. We would like to see a Department for Transport defined, designed, funded and delivered strategic behaviour change marketing campaign for the nation front and centre of the ambitious goals within the INTS. The campaign should champion a pro-choice approach, encouraging individuals to make informed travel decisions that best suit their needs while considering personal health, environmental impact, and broader societal goals. Central to this initiative would be an evidence-based approach founded on behavioural science, specifically using the COM-B model of behaviour change. This approach will enable the development of tailored strategies for different audience segments and localised campaigns, ensuring relevance and effectiveness across diverse communities. But a national campaign must lead the way. Key objectives: National framework with local flexibility: Establish a cohesive national framework that supports local authorities in developing bespoke campaigns tailored to regional needs. This approach ensures consistency while promoting innovation at the local level. Learning from success: The Welsh Government’s 20mph scheme serves as a prime example of how national policies can drive local behavioural change. Similarly, sustained high-profile campaigns, such as those for seatbelt usage , drink-driving prevention , and smoking cessation , have demonstrated the potential for meaningful shifts in public attitudes. Cross-sector integration: Recognising the interconnected nature of sustainable travel with other sectors is crucial. For example, initiatives aimed at reducing the environmental impact of online shopping and courier deliveries could be integrated into the broader strategy, amplifying the campaign’s impact. Photo source: Glamorgan Star
Challenges associated with sustained behaviour change As the festive season begins and people consider their New Year’s resolutions alongside the UK’s National Transport Strategy’s call for ideas , it’s an ideal moment to explore how to make change endure beyond the holidays or temporary campaigns. Achieving meaningful, lasting behaviour change remains a significant challenge, especially in transport and travel demand management (TDM). While short-term campaigns can spark initial interest, they often fall short of embedding long-lasting habits. For change to stick, campaigns must address deeper, systemic issues and foster long-term commitment from all stakeholders. This blog explores the preconditions for success, from long-term funding and organisational buy-in to tailored communications and supportive infrastructure. We will also examine the pitfalls of short-term thinking, where behaviour change risks becoming a fleeting trend rather than a permanent shift. Issues associated with short-term thinking Short-term, one-off campaigns often fail to deliver sustained impact. For example, TDM efforts tied to major sports events may achieve impressive results during the event but struggle to leave a lasting legacy. These initiatives tend to focus on immediate outcomes, with any long-term benefits being coincidental rather than planned. This trend has been observed worldwide, with one example being the Rio 2016 Olympic Games. In preparation for the event, the government introduced four new bus rapid transit (BRT) lines to connect the two main Olympic venues. However, post-event studies revealed that these transit lines were not designed with long-term legacy considerations. They were poorly integrated with the surrounding areas and exacerbating territorial segmentation along the corridors. A 2017 study further highlighted that the elimination and rerouting of numerous standard bus routes in the city had reduced the average accessibility to jobs and schools via public transport compared to three years earlier. Image reference: TheCityFix
COP29, the UN Climate Change Conference, held from 11 November – 22 November 2024, in Baku, Azerbaijan, focussed on advancing global climate negotiations and strengthening commitments under the Paris Agreement, and marked a pivotal moment for the tourism industry. For the first time in COP history, tourism gained official recognition, highlighting its dual role as a significant contributor to climate change, responsible for 6.7% of global greenhouse gas emissions in 2023, and a sector with enormous potential to drive positive change. As COP29 focussed on cities, transport, and tourism, key declarations and initiatives highlighted the urgent need for sustainable travel solutions, particularly in destinations where tourism is deeply interwoven with local economies, live events, and natural landscapes. The end of November also served an important reminder of this during the UNs World Sustainable Transport Day. A call for sustainable tourism Tourism connects people with iconic destinations, from the beaches of the Mediterranean to natural wonders like the Lake District National Park. These visitors often come for live events such as arts, culture, music, and sports, which contribute to the economic and cultural vibrancy of the area. Yet, the environmental and social impacts are mounting, from congestion in historic cities to pollution in pristine environments. The COP29 Declaration on Enhanced Climate Action in Tourism provides a pathway to reimagine tourism through five strategic focus areas: measurement, decarbonisation, regeneration/adaptation, collaboration, and finance. In parallel, the COP29 MAP (Multisectoral Actions Pathways) Declaration for Resilient and Healthy Cities underscores the importance of sustainable urban transport and infrastructure, which directly affects visitor access to key destinations and venues. Key travel challenges and opportunities for tourist destinations Tourist hotspots face unique challenges related to travel: High emissions from air travel Air travel is a significant contributor to global greenhouse gas emissions. Many tourists rely on flights to access destinations, especially those in remote or international locations. The carbon footprint of air travel poses a challenge for destinations aiming to reduce overall environmental impact. High visitor numbers Popular destinations hosting festivals, sporting events, or cultural gatherings often attract large numbers of visitors. Increased car use, traffic congestion, and parking demand are common side effects, which can disrupt local communities and ecosystems. Peaks of visitor demand Tourist hotspots often experience surges in visitor numbers at specific times of the day, week, or year. For example, beaches might see a rush of people in the mornings, while festivals or attractions may lead to high concentrations of visitors during events. These peaks can strain transport systems, parking, and local amenities. Tourist numbers also often peak seasonally, such as during summer holidays. These fluctuations can overwhelm local transport systems and infrastructure, leaving them underutilised at other times of the year, which impacts sustainable operations and funding. Mode choice and capacity constraints While traffic congestion and parking pressures are common in many tourist areas, public transport systems also face challenges. High demand for trains, buses, and other modes of shared transport can overwhelm capacity, particularly during peak times or in destinations with limited services. Geography and concentration of visitors Certain destinations see disproportionate numbers of tourists flocking to specific points of interest, such as landmarks, viewpoints, or cultural sites. This uneven distribution of visitors can lead to localised congestion, infrastructure wear and tear, and a diminished visitor experience. Limited sustainable travel options Rural and natural destinations, as well as areas hosting live events, frequently have underdeveloped public transport networks. This leads to a reliance on private vehicles, which exacerbates congestion and emissions. Balancing accessibility and conservation Many destinations face the dual challenge of welcoming tourists while preserving natural or cultural heritage. Increased vehicle access and infrastructure development can degrade the very landscapes or experiences that attract visitors in the first place. However, these challenges also provide opportunities to rethink and enhance travel strategies. Priority should initially be placed on influencing travel demand, to make the most of the existing transport network before considering costly infrastructure investments. Actionable steps for sustainable tourism at key destinations include: Strategic planning and policy development: Develop tailored sustainable travel plans: These can be created for specific destinations and broader areas. For instance, In the Round is currently involved in creating a travel plan for Holy Island in the UK, incorporating comprehensive strategies to manage local travel demand while minimising environmental impact. Visitor capacity management: Implement timed entry systems or booking platforms to manage crowds during events or peak tourist seasons. This reduces environmental stress and ensures a better visitor experience. Strengthen policy support: Advocate for funding and policy support to enhance sustainable transport infrastructure, such as EV charging networks and secure cycle storage. Foster cross-sector collaboration: Work with tourism boards, transport authorities, and local event organisers to align goals and resources effectively. Collaboration is crucial for implementing sustainable travel strategies at scale. Marketing, engagement and education: Encourage local engagement: Positioning attractions more in the minds eye of local residents. Target marketing campaigns for destinations should consider accessibility and proximity. For example, advertising campaigns could focus on attracting regional visitors instead of encouraging long-haul travel unnecessarily. This reduces the need for long-distance travel, increases the likelihood of active travel and public transport being a more viable option and supports local economies. Visitor information and website audit: Visitor attractions should review their websites to ensure they provide consistent, accurate and comprehensive travel information. Priority should be given to displaying details about public transport and active travel options above information on car travel and parking. Introduce incentives for sustainable travel: Like discounts or free public transport passes for tourists attending events or visiting attractions. Rewarding sustainable travel choices can motivate visitors to opt for greener modes of transport. Incentivise group travel: To reduce the volume of vehicles on the road, group travel incentives can include discounted transport passes, group rates for events, or priority access to attractions. Promote low-carbon travel packages: Partner with transport operators to offer bundled tickets that include public transport to and within destinations. These packages can make sustainable travel more convenient and affordable. Educate visitors on sustainable travel: Providing pre-visit or pre-event information and / or a journey planner that highlights sustainable travel options, such as train routes, park and ride facilities, and walking tours. Share this information early and maintain consistent communication throughout ticket sales and event planning. Infrastructure enhancements: Improve public transport access: Developing robust sustainable travel links to major tourism hubs and event venues. Increased bus, train and tram services, park-and-ride schemes, and integrated ticketing systems can help reduce reliance on private vehicles. Enhance active travel infrastructure: Expand car free paths and trails to encourage cycling, scooting, and walking. Dedicated bike and scooter lanes and pedestrian routes not only reduce emissions but also enhance the visitor experience. Invest in greener transport options: Adopt electric or hybrid shuttles for guided tours, event transfers, or trips between venues and accommodations. This reduces emissions and aligns with sustainability goals. Spotlights: St Michael’s Mount in Cornwall: Has implemented a range of demand management measures to ensure a sustainable and enjoyable experience for visitors while protecting the local environment and community. A key initiative is the introduction of ticket-only access during peak summer periods, helping to manage the flow of visitors and reduce overcrowding. Photo source: St Micaels Mount
