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

The road ahead: Is it an autonomous one? In case you missed it 31 May 2025 was Autonomous Vehicle Day (yes ‘blimey they’ll have national sausage roll day soon’ I hear you cry). As I spend some time in the USA the pursuit of technological solutions to our mobility challenges is quite clearly relentless more here than anywhere it would seem BUT are they (autonomous vehicles) the panacea? Autonomous vehicles (AVs), are quite clearly no longer the stuff of science fiction. With major investments from tech giants like Google (Waymo), Tesla, Apple, and traditional automakers like Ford and GM, AVs are becoming an integral part of future mobility conversations. While they promise a revolution, the road to full autonomy is complex and full of trade-offs. In our blog this week, we explore both the advantages and disadvantages of autonomous vehicles , considering technological, social, economic, and ethical implications. The good…. 1. Improved road safety Human error is responsible for over 90% of traffic accidents, according to the USA National Highway Traffic Safety Administration (NHTSA) . Autonomous vehicles use a combination of cameras, LiDAR, radar, GPS, and AI to detect obstacles, follow traffic laws precisely, and make split-second decisions that eliminate distractions, fatigue, and impaired driving. In theory, once perfected, AVs could dramatically reduce traffic accidents and save thousands of lives annually. 2. Reduced traffic congestion Not a clear cut one as returned to later but, given self-driving cars can communicate with one another and operate with greater efficiency than human drivers. They can maintain optimal speeds, eliminate stop-and-go traffic through smoother acceleration and braking, and reduce the need for unnecessary lane changes. With vehicle-to-vehicle (V2V) and vehicle-to-infrastructure (V2I) communication, traffic flow can be optimised in ways that aren’t possible with human drivers. 3. Increased mobility for the less able-bodied For individuals who are unable to drive—whether due to age, disability, or illness—autonomous vehicles offer newfound independence. A fully autonomous system could allow people to schedule trips, run errands, or visit family without needing a human driver or public transit. 4. Greater productivity and convenience Imagine commuting without having to focus on the road. Autonomous vehicles free up time for passengers to work, read, relax, or sleep during trips. This convenience has the potential to transform how people use their time in transit, especially in urban areas with long commutes. 5. Environmental benefits Although not exclusive to AVs, many are electric or hybrid vehicles by design. Combined with optimized driving patterns and reduced congestion, this can lead to lower greenhouse gas emissions and fuel consumption. Fewer idling engines and smoother traffic flow also help reduce air pollution. 6. Lower transportation costs (eventually) Autonomous vehicle fleets, such as robo-taxis or autonomous delivery vans, could drastically reduce the cost of ride-hailing and goods transportation over time. Without drivers to pay, operating costs decrease. While the technology is currently expensive, economies of scale could eventually bring prices down, making transport more affordable and accessible. The bad..... 1. High development and maintenance costs Developing safe and reliable AV systems requires enormous investments in research, engineering, mapping, and data processing. Adding sensors like LiDAR and high-performance computing units also drives up manufacturing costs. Maintenance and software updates are ongoing challenges, especially with the need for near-perfect reliability. 2. Legal and ethical dilemmas Who is liable if an autonomous vehicle crashes? Should a self-driving car prioritize passenger safety over pedestrians in an unavoidable accident? These are not just philosophical questions—they’re legal gray areas with significant implications. The development of consistent regulatory frameworks and ethical standards is still lagging behind the technology. 3. Job losses in driving professions One of the most contentious issues is the impact on jobs. Truck drivers, taxi drivers, delivery workers, and others in driving-related occupations face an uncertain future. While AVs may create jobs in tech, maintenance, and infrastructure, large-scale displacement could lead to economic and social challenges if not managed carefully. 4. Cyber-security and privacy concerns As with any connected device, AVs are vulnerable to hacking and data breaches. A compromised AV could pose serious risks to safety and privacy. Additionally, these vehicles collect vast amounts of data about users’ habits, routes, and preferences. Without strict data protection laws, user privacy could be at risk. 5. Infrastructure and compatibility challenges For AVs to reach their full potential, they require smart infrastructure—roads with sensors, clear signage, and robust 5G networks for real-time communication. Many cities and rural areas lack this level of digital infrastructure. Coordinating AVs with legacy vehicles on mixed-use roads also adds complexity. 6. Induced travel demand and traffic congestion Whilst for some possibly considered outdated it’s important to re-highlight UK Department for Transport Standing Advisory Committee on Trunk Road Assessment (SACTRA) report into induced travel demand from 1994 called ‘Trunk Roads and the Generation of Traffic’. Induced demand for road travel being broadly defined as ‘the increment in new vehicle traffic that would not have occurred without the improvement of the network capacity’. That work, revisited as recently as 2018 , concluded that particularly where latent demand also exists the enhancement of network capacity (as conjecture says will flow from the efficient driving of AVs) will have the same impact and arguably counter act the previously cite advantages of reduce traffic congestion. The debate on this one will for sure roll on for decades! 7. Public trust and acceptance Many people remain sceptical about the safety and reliability of self-driving technology, especially after high-profile incidents involving autonomous vehicles. Building public trust will require time, transparency, and consistent performance across different environments and use cases. Whatever the case then parallel marketing communications behaviour change campaigns will be required to help ensure ‘build it and they WILL come’ becomes true as AVs are rolled out. 8. Potential decline in physical activity An often-overlooked downside of AVs is their potential impact on public health—specifically, a decline in walking and cycling. If door-to-door autonomous transport becomes cheap and highly convenient, people may choose to ride even for short trips they currently walk or bike. This shift could contribute to a more sedentary lifestyle, exacerbating issues like obesity, cardiovascular disease, and reduced mental well-being. Urban planners and policymakers will need to proactively promote active transport infrastructure and ensure that autonomous mobility complements rather than replaces healthy, active modes of travel. The Path Forward While autonomous vehicles are already being tested and deployed in limited settings—such as Waymo’s robo-taxi service in Phoenix (USA) or autonomous delivery robots in urban areas—we are still many years away from full Level 5 autonomy, where no human input is required under any conditions. The transition period will likely see hybrid scenarios , where advanced driver-assistance systems (ADAS) help human drivers, and fully autonomous fleets operate in geo-fenced, controlled environments. Regulators, manufacturers, and the public will all play critical roles in shaping how fast and how safely we reach widespread adoption. Conclusion Autonomous vehicles offer a vision of the future that is safer, more efficient, and more inclusive. However, they also raise important questions about safety, employment, ethics, health, and infrastructure. Stating the obvious the challenge lies in maximising the benefits while minimising the downsides —through careful design, policy, education, dialogue and in the author’s opinion some form of regulatory framework to ensure the “market provides” what the community needs - which may not necessarily be the same as they currently want. Whether you're a technologist, policymaker, business leader, or everyday commuter, the autonomous vehicle revolution is something we’ll all be a part of. The key is to ensure it drives us toward a better future—not just a more automated one. If you’d like to get into a broader conversation about this subject then please come say hello@intheround.global

Effective marketing and communication are central to the success of Travel Demand Management (TDM) interventions, especially in the context of a major event. If people don’t know about new routes, temporary traffic measures, public transport changes or the adaptations needed in how they usually travel, they’ll continue to behave as they normally would, causing the very congestion the TDM strategies are designed to alleviate. Before launching these communications on a broad scale, it’s essential to conduct readiness testing to assess how well the messaging will reach and resonate with the target audience. This ensures that event-goers, local residents and so on understand the TDM measures and are motivated to comply with them. BUT one thing that should never be overlooked is the importance of knowing at a fairly granular level what travel behaviours the event NEEDS in order for it to be successful. Here's a breakdown of how you can test the effectiveness of TDM communication strategies to see if those behaviours are likely to emerge: 1. Message clarity testing For TDM to succeed, the message must be clear, simple, consistent and actionable. Readiness testing involves assessing whether the key messages are easily understood by the public. Pre-testing visuals and text : Sounds basic but before you distribute posters, social media posts, or press releases, it's important to test the clarity of your materials. This can be done through focus groups, surveys, or A/B testing with small sample populations. Ask questions like: Is the main message easy to understand at a glance? Are the instructions on how to use public transit, navigate road closures, or access shuttle services clear? Do participants understand what’s expected of them (e.g., avoiding certain routes, using public transit, or carpooling)? Real-world scenarios : Identify other similar events happening before the one in question at which to test things. For example, FIFA’s Club World Cup is taking place this year in the USA at some of the venues to be used for next year’s World Cup. Alternatively, set up mock environments where people encounter these messages in real settings (e.g., via road signs, digital apps, and in-person interactions). By collecting feedback from these tests, you can adjust and fine-tune the communication material before the major event. 2. Audience reach and engagement testing How do you know that your messages are reaching the intended audience? Marketing channels and audience engagement need to be tested as part of readiness testing. Some options: Channel effectiveness : Test the channels you plan to use—whether it’s social media, email newsletters, radio ads, local TV spots, or physical signage. How do different segments of the audience (locals vs. tourists, tech-savvy vs. less-tech-savvy individuals) respond to these channels? Social media : Run small campaigns targeted at specific groups to test engagement levels. Do people interact with the posts (likes, shares, comments)? Are they engaging with the calls to action (e.g., "Check your bus schedule," or "Plan your route ahead")? Traditional media : How well are flyers, posters, or TV commercials received? Are people able to recall the key messages? Do they know where to find information about transportation changes or closures? Target audience feedback : Using surveys or focus groups, determine if your communication efforts are reaching the right audience. For instance, if you’re targeting event-goers, have they heard about the changes? Are locals aware of how their daily commute might be impacted? Are they willing to adopt alternative modes of transportation like carpools, shuttles, or public transit? Testing these outreach efforts allows you to refine the targeting and make sure you’re using the best channels for the right segments of the population. 3. Behavioural testing of communication strategies One of the most crucial aspects of TDM readiness testing is ensuring that the messaging does more than inform—it must drive behaviour change. The ultimate goal is for attendees and locals to follow the new travel guidance that has been communicated. Have a think about: Behavioural simulations : You can test how likely people are to change their behaviour based on the TDM messages. This can be done through role-playing scenarios or mock events where participants are asked to follow new guidelines (e.g., use alternative transport or avoid certain roads). By tracking how well people follow instructions, you can gauge the effectiveness of the messaging and identify areas where it might need to be more compelling or clearer. Incentivisation programs : Sometimes, testing can involve incentive-based strategies. For example, offer rewards for those who use public transport during a test phase or who voluntarily opt for carpooling. This helps test the effectiveness of your behavioral nudges and whether they lead to compliance with TDM strategies. Behavioural tracking tools : During readiness testing, consider using tracking tools like mobile apps that guide people through new routes or traffic apps that redirect them based on current congestion. Test these tools for their ability to nudge people toward behaviour changes, like taking public transit or avoiding specific roads. 4. Multi-lingual and multi-cultural testing For global events, especially those like the World Cup or the Olympics, ensuring that all attendees understand your TDM communications is crucial. This requires an added layer of complexity including readiness testing with a focus on language and cultural differences. What this could mean: Multilingual messaging : Test the clarity of translated materials to ensure that non-native speakers can easily understand the messaging. Does your message lose meaning when translated? Do icons or signs have the same significance across different languages and cultures? Cultural sensitivity : Are the communication channels, tone, and design appealing and appropriate for diverse cultural groups? Testing with different demographic groups (e.g., age, nationality, background) ensures the message resonates with everyone, not just the majority group. 5. Channel integration and consistency testing One of the hallmarks of effective TDM communication is a seamless integration of messaging across various platforms, including online, in-person, and on-site communications. It’s important to test how well these messages interact and reinforce each other. Things to consider: Cross-platform testing : Do the messages on social media align with the on-site signage? Are the digital apps, websites, and physical billboards conveying the same information? Are the timelines and instructions consistent across all platforms? Testing this alignment ensures that no matter where attendees interact with the information, they’ll receive a consistent experience. Real-time adaptability : Consider testing real-time communication responses—like traffic updates or transit changes during the readiness phase. Can event-goers get live updates during their commute? How well do these updates flow across different media (social, app notifications, etc.)? 6. Broaden your data pool You could also look to other sources of data. For example, if a journey planner (or trip planner if you’re in North America) is being promoted for use by fans for the event then crunch the data that platform is generating to give you a heads up on how people think they might travel. You can then take corrective action to encourage a different behaviour if the data rings alarm bells. 7. Impact Assessment Finally, readiness testing should assess whether the marketing and communication efforts are achieving their primary goal: to reduce congestion and improve the overall transportation experience. This could include: Public awareness surveys : After your readiness tests (whether in a small-scale simulation or a trial run), conduct surveys to measure how much of the population is aware of the TDM measures, and how confident they feel in following them. For example, "Did you know about the shuttle bus services?" or "Are you aware of the rerouted roads?" Behavioural change metrics : Track behaviour changes in real-time during test phases. Did people take the bus instead of driving? Did traffic volumes decrease in areas that were supposed to have reduced vehicle access? Conclusion Ensuring that marketing and communication aspects of TDM interventions are effective before a major sports event requires more than just broadcasting information. It demands a comprehensive, multi-layered approach to readiness testing that looks at message clarity, engagement strategies, audience behavior, cultural sensitivity, and how well all communication channels work together. By rigorously testing these aspects beforehand, event organisers can be confident that their TDM interventions will be understood, embraced, and followed by the public, leading to smoother transportation and a more successful event overall. And of course remember the less robust your testing the higher the risk of things not going as well as they otherwise would. So, are you heading into event season knowing that you need people to travel a certain way in order for your event to be a success? How confident are you that these behaviours are going to emerge? Not sure what you can do to find out? Whether you’d like to find out more about quick fire approaches to testing or you are planning ahead and want to bake in a robust approach to readiness testing then come say hello@intheround.global .