Driving sustainable travel behaviour change through the power of marketing and communications for audiences and spectators

As the northern hemisphere lurches into Spring the minds of many in the event planning world now turns toward the festival season that looms on the horizon. Music festivals are more than just a chance to see your favorite artists—they’re about the entire experience. From the first song to the last, every detail contributes to how attendees remember the event. And a major part of this is the travel experience - and specifically ensuring maximum sustainability (particularly on this World Earth Day). The way ticket-holders get to the festival, what they encounter on their journey, and how they feel when they arrive can make or break the experience and have significant impact on the event's carbon footprint. If you’re involved in planning a festival, or simply looking to enhance the festival-goers experience, you’ll want to take the entire journey into account. Here’s a deep dive into the key things to consider when planning that travel experience. Transport accessibility and choice One of the first hurdles fans face when attending a music festival is how to get there. Whether your event is in a sprawling city centre or an open-field countryside, ensuring that travel is easy, sustainable and accessible is critical. Example: Coachella Coachella in California (USA), one of the world’s most famous music festivals, offers multiple transportation options. Fans can choose between shuttles from various cities in California, ride-sharing services, and even carpool lanes to avoid congestion. They also provide ample parking for those driving from afar, but the key here is offering a range of options to accommodate different fan needs. What to consider: Public transport access Shuttle services (festival-specific or partnerships with transport services like Uber/Lyft) Carpool incentives (parking discounts for sharing rides) Partnerships with local hotels offering travel packages Travel options for disabled fans Travel and Stay Options Where your fans stay while attending the festival can hugely influence their experience. Encouraging and enabling fans to stay overnight can greatly relieve the burden on local transport and make for a better overall experience for fans and the local community. Some fans prefer luxury, while others might be happy with basic camping options. It’s important to offer a variety of accommodation types for all budgets. Possibly bundled with travel and event ticketing. Example: Glastonbury Festival The UK’s world renowned Glastonbury Festival offers numerous accommodation options ranging from camping to luxury glamping. They even offer “accessible” camping areas, ensuring that fans with restricted mobility can enjoy the experience with ease. Additionally, Glastonbury partners with local hotels and bed-and-breakfasts to provide nearby options. What to consider: Camping vs. hotel vs. Airbnb options On-site “glamping” (luxury camping) for a more comfortable experience Partnering with nearby hotels and hostels On-site amenities like showers, food, and locker rentals VIP or exclusive lodging packages (e.g., private cabins, luxury tents) Festival-related events before and after the Show The festival itself might only be a few days long, but fans often travel for a longer period. Creating special pre- and post-festival events can enhance the experience, help fans make the most of their trip and relieve peak period travel congestion on all modes of transport and potentially making the sustainable option the best choice. Example: Lollapalooza (Chicago) Lollapalooza isn’t just about the main music event. The festival has embraced its city’s culture by hosting exclusive pre-parties and after-parties at local venues. Many hotels and venues also offer “Lolla-branded” events, like rooftop performances or intimate showcases, giving fans additional reasons to arrive early and stay late. What to consider: Organising pre- or post-festival parties or events Special access to exclusive artist experiences (meet-and-greets, sound checks) Local partnerships with restaurants, bars, and clubs for fans to continue the fun Communication & Real-Time Updates It is often not the lack of decent travel options that is the challenge but rather ensuring that Festival goers can easily plan their trip and understand the travel options available to them. Festival goers may also face logistical challenges as they travel to and from a festival, and keeping them informed can help prevent stress and frustration - increasingly event organising are providing a bespoke journey planning tool that is tailored to the transport operation of the event (see You.Smart.Thing as a great example). It’s essential to ensure seamless communication between the event organisers and attendees, especially on the day of the Festival. Example: Tomorrowland (Belgium) Tomorrowland is known for its detailed communication strategy. The Festival provides fans with real-time updates through their app, from transportation options and parking details to schedule changes and emergency information. They also have live chat support for quick assistance. What to consider: A dedicated festival app for real-time updates (schedules, weather, transportation alerts) Social media and email campaigns to keep fans informed about travel logistics A clear, easy-to-follow website for fans to access travel information and FAQs On-site staff and volunteers to answer any questions fans may have Safety and Security While not the most glamorous topic, safety is critical. Fans need to feel secure as they travel to and from the event, and having measures in place ensures that everyone can enjoy the event without concern. Example: Electric Daisy Carnival (EDC) EDC, one of the largest electronic dance music festivals, has built a reputation for its dedication to fan safety. Their security measures start with thorough screening at the entrance but extend beyond that. They’ve partnered with local authorities to offer free water stations and first aid centers on-site. They also offer on-site medical teams, and their app provides emergency contact information. What to consider: Clearly marked emergency exits and safe areas Staff trained in crowd control and handling emergencies Partnerships with local authorities for better security On-site first aid and wellness stations Communication systems for emergencies Sustainability and Eco-Friendliness More and more fans are concerned with how their travel impacts the environment, and festival organisers are responding by taking eco-friendly measures to reduce their carbon footprint. Example: Burning Man Although not a traditional music festival, Burning Man (Nevada,USA) has become known for its eco-conscious efforts. The Festival encourages attendees to carpool and uses solar-powered energy for many of its operations. They also focus on waste reduction with the “Leave No Trace” principle, promoting recycling and composting across the festival grounds. What to Consider: Encourage carpooling and sustainable travel options Reduce waste with reusable items (e.g., water bottles, cups) Incorporate sustainable practices in transportation, like using electric shuttles Offer incentives for eco-friendly behavior, like discounts for carpooling or using public transport Fan Engagement & Comfort Finally, the key to creating an unforgettable fan travel experience is offering comfort and opportunities for engagement throughout the entire journey. From lounge areas to interactive content, ensuring fans have a seamless experience is vital. Example: Bonaroo (Tennessee, USA) The Bonaroo Music and Arts Festival goes above and beyond by offering fans relaxation spaces like yoga zones, hydration stations, and lounges for resting between sets. These thoughtful touches show fans that their comfort and overall experience matter. What to Consider: Rest areas and hydration stations along travel routes and at the festival site Interactive elements like artist meet-ups, social media shoutouts, or festival-themed photo booths Special perks like early access or VIP lounges for early arrivals or premium ticket holders Conclusion Planning a music festival is a complex task, but when you consider every aspect of the fan travel experience, you create a journey that goes far beyond the music. From transportation to accommodation, safety to sustainability, every detail plays a part in crafting an unforgettable festival experience. The more you can anticipate and cater to the needs of your fans, the more likely they’ll return year after year—and share their incredible experiences with others. If you’re into planning music festivals and concerned about your fans travel experience then come say hello@intheround.global .

A light hearted take on planning transport for a major event.....

UEFA did it in 2020 for the Men’s Euro’s, FIFA are doing it for the Men’s World Cup in 2026 and whilst the Olympics in Los Angeles in 2028 and Brisbane in 2032 are predominantly in one City, these events all have one thing in common. They are spread across multiple cities and jurisdictions. Putting to one side the debate around the carbon footprint of such arrangements the challenges for planning transport in such circumstances are considerable. In this Blog we highlight a few considerations that could help planning transport for major events spread across multiple countries and cities. 1. BE VISION-LED AT A STRATEGIC LEVEL The importance of defining the event’s transport ethos from the outset is key. In our work with major events organisers such as World Rugby and FIFA the objectives have included: Seamless & intuitive journey experience for all (including spectators, athletes etc) Be a public transport first event Sustainable & low-emission transport Consistent and integrated provision across borders and modes Inclusive & accessible for all users with safety and security at the core Resilient to disruption Without a vision that is clear for all host countries and cities to align with then the chances of success are considerably reduced. 2. DEFINE A CENTRAL TRANSPORT ‘COMMAND’ This is likely to consist of the following principles: Solid governance : Being clear on roles and responsibilities is fundamental. A single entity should (in our view) have a leadership role in defining the overall mobility vision, objectives and mobility concept. In our view the event organising body should have overall leadership role for all aspects - which should not be confused with having to pay for everything! Delivery of individual elements is then led by whichever entity is best placed – for example, delivery of spectator travel is best led by the relevant local transport authority (as owners of existing public transit planning in the area) BUT communication to spectators on travel is best led by the event organising body (who hold the event ticketing relationship). A single event wide mobility framework : Be clear on levels of services and aspects such as expectations per client group. One framework that sets standards, oversees cross-border coordination, budget allocation, and contingency planning. Central v local determination: Be clear on what elements will be centrally determined/provided and what can be determined locally – for example, have a single fan journey planner for the event to ensure consistent experience (and not one per host city). Where aspects are to be determined locally then ensure parameters set within the mobility framework. Cross functional area integration: Allow for alignment between transport functional area and other key functions at an organising body level. Consider links with event HQ, security, emergency response, and all host nations/cities. 3. EVOLVE FROM MOBILITY CONCEPT TO OPERATION: BE MULTI-LAYERED Set out a staged approach to the development of a Mobility Concept (a transport strategy for the event) which will be multi-layered. The Mobility Concept should then evolve to a Mobility Plan which sets out the road map for mobilisation and operation. A classic approach to multi-layering is set out here: Tier 1: International connectivity Have a single approach to arrival and departure arrangements Set clear standards for border control, immigration arrangements and so on Be mindful of arrangements at ports of entry (road, rail and sea). Tier 2: National transport coordination Plan inter-city and inter-modal coordination within each country. Coordinate with national transport agencies Ensure national demand forecasting Tier 3: Host city integration Handle local transport ops: traffic management, last-mile service, pedestrian flows. Own relationships with local transit operators and mobility providers (e.g., scooters, taxis, buses). Tier 4: Venue level alignment At venue transport management arrangements are key Interface with Tier 4 on last mile needs to be seamless Security cordons for individuals and vehicles to be seamless As you get into mobilisation and operations phases be clear on the event command and control arrangements and how they align with those in each jurisdiction. Ensure process and protocols integrate how communications to the public about travel and transport will be operationalised (not just in response to but including when things don't go to plan). 4. UNDERSTAND, FORECAST & TEST EVERYTHING Get pathological about forecasting potential demand challenges and potential supply side mitigations. Run national transport simulations based on: Match schedules, kick-off times, likely ingress and egress of spectators Venue capacity, historic mobility data Weather, flight/train arrivals, fan demographics Utilise all opportunities to capture insights from the local community (on their intended travel behaviours for regular journeys during the event) and from spectators (on their travel preferences for getting to and from the event). Simple on-line surveys can do the trick! Tools: journey planning insights, crowd simulation software, digital twins, GIS mapping, AI-based routing models, user surveys and so on. 5. ENSURE A CONSISTENT SPECTATOR TRAVEL EXPERIENCE Use a “ fan journey map ” to build your ops and ensure consistent levels of service across host countries / cities. Answer: How do fans get from home → City → accommodation → transport hub → venue → celebration zones and back again? What are the key congestion hotspots and moments of magic to mitigate and maximise ? How do spectators ingress and egress safely and in a way that spreads demand on the transport network? Use this to reverse-engineer: Station/stadium access flows Ticket + transit bundling Signage and real-time navigation Staff deployment zones It is vital the no matter in which stadium, host city or host country the spectator is attending a match - their travel experience is consistent - at least in so far as those elements that the host body can influence. 6. DEPLOY A SINGLE SPECTATOR TRAVEL COMMUNICATIONS STRATEGY Start early (no later than when tickets go on sale). Use: Social media + fan forums Partner apps (airlines, rail, ride-share) Stadium screens + PA systems Printed guides at airports, stations, and hotels Tone: Friendly, empowering, and fan-focused. Include visuals. Think: “Transport Coach” not “Authority.” Develop or integrate a spectator journey planning platform: Combine event tickets + transport passes Live updates, route suggestions, push alerts Multilingual, voice-enabled, accessibility features Fan-focused UX: fun, colourful, sports-themed UI But note that a spectator journey planner can be so much more. It can help smooth operational concerns, influence travel demand, direct spectators to high-value commercial areas and beyond. 7. BUILD A ROCK SOLID APPROACH TO RESILIENCE AND CONTINGENCY For each transport link, have: A backup mode (e.g., rail strike → bus fleet) Pre-negotiated rerouting plans Real-time incident alerting and comms protocol Multi-lingual emergency signage and staff Also prepare for: Border issues (customs hold-ups, protests) Fan surges after surprise wins Heatwaves or floods Do full-scale drills & test events with real fans, staff and other client groups. Examples: FIFA Club World Cup in USA during 2025 is ideal opportunity to test for FIFA World Cup in 2026 and the latter can be used to test for LA28 etc. But keep in mind that spectator travel behaviour between each will be different. 8. CONSIDER TRANSPORT LEGACY OBJECTIVES Define what is meant by leaving a transport legacy and build that in to the overall approach. In some cases this may mean seeking some changes ahead of the event in order to secure a lasting benefit. Transport legacy objectives might include: 1. Enduring changes to transport facilities and services that last 2. Changes in the travel behaviours of the local community (to something more sustainable) 3. Better collaboration between transport stakeholders At In the Round we relish the opportunities associated with getting involved at any stage of planning the transport arrangements for major sports events. Whilst our particular specialism is assist organisers in understanding and managing the travel demands of events our experience extends into understanding spectator travel experiences, managing multi-agency groups across transport communications and building strategies that can be easily mobilised. If you’d like to learn more about our experiences then please come say hello@intheround.global .

We were taken by a recent report by Cool Down Climate reflecting on how the lack of post event transport options are late finishing sports events prevent many event goers from taking public transport to an event thereby doubling the negative impact. As the final whistle blows and the stadium erupts in either jubilation or disappointment, sports fans are faced with a new challenge: getting home after a late-night match. Whether it's a football game, basketball showdown, or a concert-style spectacle, the thrill of the event is often tempered by the stress and struggle of navigating public transport at night. It's an issue many know all too well, but one that often gets overlooked. In this blog, we'll dive into the challenges faced by event goer when it comes to getting public transport home after a late finish event. 1. Limited Public Transport Options at Night The most obvious and frustrating hurdle is the limited availability of public transport after a late match or event. For fans attending evening events, especially those that end close to or past midnight, they often find themselves stranded OR if planning ahead are left without much option but to use private transport both to and from the event. In many cities, public transport services are scaled back late at night. Trains and buses may run infrequently, with reduced routes that make it difficult for fans to get home, especially if they live outside of the main urban areas. And for those who rely on connecting lines or transfers, it can be even more of a logistical nightmare. 2. Crowds and Overcrowded Transit Systems The frustration doesn't end with the lack of services. Fans who do manage to catch a train or bus often find themselves packed like sardines in overcrowded carriages. After a high-energy game, the last thing a fan wants to experience is the discomfort of standing for a long journey, jostling for space with hundreds of other tired, sweaty passengers. In major cities, big events can lead to a sudden spike in ridership. This can result in a tense and uncomfortable atmosphere, where everyone is eager to get home, but there's simply not enough room to accommodate everyone. The issue is compounded when you’re heading home from a venue that is far from the city centre—this usually means long waits and more transfers, which can leave fans feeling exhausted and frustrated. 3. Safety Concerns Late at Night As the night grows darker and the clock ticks on, safety becomes a significant concern for sports fans. The later the match ends, the fewer people are on the streets or in transit hubs. For fans walking alone or traveling in smaller groups, the risk of encountering unsafe situations rises. Public transport networks may not always have sufficient security at late hours, leaving fans to feel vulnerable when waiting for buses or trains in empty or poorly lit stations. In addition, there's always the chance that the match’s emotional atmosphere — whether a victory or a loss — could spill into the streets, adding an unpredictable element to the journey home. 4. Cost of Alternative Transport For many fans, public transport isn’t an option at all. Taxis or ride-sharing services like Uber or Lyft may offer a more direct route home, but at a hefty cost, particularly after a late event. Surge pricing during peak hours means that the simple act of getting home can end up costing significantly more than usual, which can be a deterrent for fans who are already spending money on tickets, food, and merchandise. Moreover, in areas where taxis or rideshare services aren’t readily available, the options become even more limited. Waiting for a ride that could take longer than expected or having to pay exorbitant fees just to avoid the hassle of public transport is a frustrating reality for many. 5. The Need for Better Options While public transport networks are typically built with commuters in mind, they often fail to accommodate the unique needs of sports fans, particularly when major events run into the late hours. More should be done to ensure fans have a smooth and efficient journey home, regardless of the time. Cities with large stadiums or arenas could implement special "event buses" or dedicated late-night train schedules to accommodate the influx of spectators. Offering affordable, accessible, and safe options for fans would go a long way in making the post-game experience better. Additionally, making sure that there is sufficient security in transit hubs or on public transport would increase the comfort and safety of fans, making them feel more secure during their late-night travels. 6. The Post-Match Euphoria vs. the Transportation Blues Let’s not forget that the journey home can also be an emotional one. For fans, the post-match ride is often marked by a sense of community and excitement, whether they're celebrating a win or processing a loss. There's camaraderie in talking with fellow fans about the highs and lows of the game. But this spirit can quickly be dampened by the frustration of poor transport options. When fans are unable to find reliable transport after a late match, it can turn what should be an exhilarating experience into one marked by fatigue and irritation. The emotional energy from the game dissipates as the struggle to get home becomes the overriding challenge of the evening. 7. Solutions for the Future There is hope for improving the fan experience, however. More cities and sports organisations are beginning to recognise the need to consider better post-event solutions. This includes: Better pre-event expectation management: Ensuring event goers know well in advance the challenges they may face getting home so that they can make more informed decisions such as booking local accommodation. Improved transit and other travel options: More late-night train and bus schedules, better connections to suburban areas, and collaborations with ride-share companies are just a few examples of how things could improve. Use of dedicated “fan zones” or transport hubs: designed specifically for game-day crowds would also go a long way in ensuring that fans don’t have to go through the hassle of navigating public transit on their own. These hubs could serve as central pick-up and drop-off points for taxis, buses, and trains, offering a streamlined solution for the transportation woes of sports fans. Partnerships with local accommodation: making it easier for event goers to book (perhaps at a discount) local accommodation so that they do not have to rush back on to transport go home also has a key role to play. Scheduling of events: Often more difficult to achieve but ensuring that event promoters pay more regard to the availability of local travel options when scheduling events and their finishing times should come more to the fore particularly as we move to a more eco-conscious culture and hope to encourage lesser reliance on private transport. Conclusion: A Call for Change While the excitement of a live sports event is something to cherish, the experience of getting home after the final buzzer is often far from glamorous. Public transport systems often fail to meet the needs of late-night sports fans, leading to overcrowded, unsafe, and expensive alternatives. However, with thoughtful infrastructure planning and a better understanding of fans' unique transportation needs, cities and event organizers have the opportunity to improve the journey for millions of people every year. The time has come to turn the struggle of getting home into a seamless, enjoyable part of the sports experience. Until that happens, we’ll continue to hope for better options after the game, so that the final whistle feels like just the beginning of an easy ride home. As fan experience comes more and more to the fore and extends to include acceptance that the ride home is as much part of the overall experience as the event itself then it is likely that post event transport anxiety can quickly become a thing of the past. At In the Round we love helping our clients juggle the challenges of managing demand on ingress and egress, particularly on late finishing events. If you’d like to chat more to us about our experiences then please come say hello@intheround.global . 

Preparing communities for the arrival of a major event

Sustainable travel is no longer just a niche interest, it is an essential part of how we explore the world responsibly. In 2025, more destinations are prioritising eco-conscious initiatives, making it easier than ever to travel sustainably. Whether through excellent public transport networks, green-certified accommodations, or events that champion responsible tourism, these destinations and events stand out for their commitment to a greener future. Here are some of the top places to visit and events to attend in 2025 that offer sustainable travel options and infrastructure to match. 

The events industry has long been grappling with sustainability challenges, particularly in relation to travel. The environmental impact of mass gatherings, whether for sports, conferences, or cultural festivals, has led to growing scrutiny of the carbon footprint associated with attendee travel. Organisations have increasingly adopted measures to assess and mitigate their emissions. However, sustainability discussions tend to focus narrowly on reducing emissions while overlooking another crucial aspect of travel: health. Could events go beyond carbon footprint tracking and introduce a parallel metric to determine the activity levels of individuals on their journeys to and from events? Instead of merely measuring emissions saved, what if events also mapped health-related benefits, such as calories burned, distance walked or cycled, and overall mental and physical well-being? This blog explores how the industry can justify sustainable travel by broadening the conversation to include health and well-being benefits alongside environmental, commercial, fan experience and other considerations. Photo source: iStock

As climate concerns grow, both travellers and event organisers are increasingly looking for ways to minimise their environmental footprint. One of the most widely promoted solutions is carbon offsetting. But how effective is it particularly in planning for major sports and other events or at an individual venue level? Can purchasing carbon offsets genuinely counterbalance the emissions from flights, road trips, and other travel, or is it simply a way to ease guilt without making a tangible difference? In this piece we explore the pros and cons of carbon offsetting, providing insights into whether it is a meaningful step towards sustainability. What is carbon offsetting? Carbon offsetting is a system where individuals, companies, or governments compensate for their carbon emissions by funding projects that reduce or remove carbon dioxide from the atmosphere. These projects can include: Reforestation and afforestation – planting trees to absorb CO2. Renewable energy investment – funding wind, solar, and hydroelectric projects to replace fossil fuels. Methane capture initiatives – reducing emissions from landfill sites and agriculture. Community projects – supporting energy-efficient cookstoves, clean water access, and sustainable farming. For travellers, carbon offsetting often means paying an additional fee when booking a flight or using independent schemes that calculate your trip's emissions and suggest an appropriate donation to an offsetting project. For event organisers, offsetting can be part of sustainability planning, ensuring that emissions from transportation, energy use, and waste are balanced out by meaningful carbon reduction efforts. The case for carbon offsetting 1. Immediate action for emissions reduction One of the strongest arguments in favour of carbon offsetting is that it provides an immediate way to take responsibility for your travel emissions. While transitioning to a low-carbon lifestyle is the ultimate goal, offsetting at least helps mitigate the damage caused by current travel habits. 2. Supporting environmental and social projects Many offset programmes fund critical environmental initiatives such as forest conservation, renewable energy development, and carbon sequestration. These projects often come with additional benefits, such as: Biodiversity protection – preserving forests helps protect wildlife habitats. Improved air and water quality – reducing pollution from fossil fuels. Community development – creating jobs and improving livelihoods in rural areas. For example, Gold Standard-certified projects have provided clean cooking solutions to communities in Kenya, reducing deforestation and improving indoor air quality. 3. Raising awareness of travel and event emissions Offsetting encourages travellers and event planners to consider their carbon footprint and explore more sustainable alternatives. It can serve as an educational tool, prompting people to make more environmentally conscious travel choices. For instance, some journey planners used by event organisers highlight how much carbon will be emitted and offer alternative travel options alongside offsetting links. 4. Corporate and organisational accountability When airlines, travel companies, and event organisers offer carbon offsetting options, it signals an industry-wide recognition of travel and event-related emissions. In some cases, companies reinvest in greener technologies and operational efficiencies as part of their sustainability commitments. The criticism of carbon offsetting 1. Does not reduce overall emissions A major criticism is that offsetting does not eliminate emissions but merely attempts to balance them out elsewhere. True climate action requires direct reductions in emissions, such as using alternative transport opposed to private vehicles and flying, improving congestion and improving access to electric vehicles and more sustainable aviation technology. 2. Lack of transparency and accountability Not all carbon offset programmes are created equal. Some projects fail to deliver promised carbon savings, while others take years to offset emissions produced today. Cases of greenwashing have been reported where organisations overstate their impact. For instance, an investigation found that over 90% of rainforest carbon offsets under Verra’s system were largely ineffective , raising concerns about the credibility of some schemes. 3. Ethical concerns Offsetting can be seen as a way for wealthier individuals and corporations to maintain high-emission lifestyles without real changes. This raises ethical concerns about who should bear the burden of emissions reduction and whether offsetting allows frequent flyers to absolve themselves of responsibility without addressing the root issue. 4. Potential negative impacts on local communities Some offset projects have been linked to land grabs, displacement of indigenous communities, and financial structures that fail to benefit local populations. Ensuring ethical and sustainable projects is crucial. How to make carbon offsetting meaningful If you choose to offset your emissions, ensure your efforts are effective by following these guidelines: 1. Choose verified projects Look for projects certified by reputable standards such as: Gold Standard Verified Carbon Standard (VCS) Climate, Community & Biodiversity Standards These ensure projects deliver measurable and additional carbon reductions. 2. Prioritise high-impact offsets Some offset projects have greater long-term benefits than others. For instance, preserving existing forests can be more effective than planting new trees, as mature trees absorb more carbon. Investing in renewable energy projects can also provide more immediate and long-lasting emission reductions. 3. Offset more than just flights While flights are a major contributor to travel emissions, they are not the only source. Offset emissions from: Road travel – Consider opting for public or shared transport or renting electric or hybrid vehicles. Accommodation – Choose properties that use renewable energy. Event operations – Offset emissions from venue energy use and attendee travel. 4. Combine offsetting with other sustainable practices Offsetting should be part of a broader commitment to sustainability. Reduce what you can, offset what you must. Beyond offsetting: a more sustainable travel and event future While carbon offsetting can play a role in mitigating travel emissions, it should not be seen as a silver bullet. The real goal should be to transition towards a more sustainable transport future which starts with goals associated with reduction of carbon generation and then off-setting the residual carbon. Here are some ways to contribute to carbon reduction beyond offsetting: For event goers: Travel smarter – Use public transport, walk, cycle, use electric vehicles, and car-share. Stay in eco-friendly accommodations – Choose hotels with sustainability certifications and opt for locations with access to sustainable transport. Support responsible tourism and events – Choose destinations and venues with sustainable practises and that prioritise conservation and community well-being. Adopt a slow travel mindset – Instead of frequent short trips, opt for longer stays in destinations, reducing overall transport emissions. If you are travelling for an event, you could consider staying closer to the venue in order to walk and cycle to the event which contributes to less congestion and emissions and explore the area by public transport. Engage in climate advocacy – Support policies that promote greener travel infrastructure and sustainable aviation advancements. For event organisers: Clearly define your goals for travel-related carbon emissions or consider setting mode share targets to prioritise reducing emissions before offsetting them. Offer sustainable travel choices – Ensure the availability and promotion of public transport, car sharing, electric vehicles, as well as walking and cycling access. Ensure that the available travel options are clearly communicated through journey planners and marketing communications. Encourage local stays – Recommend nearby accommodations to reduce the need for private transport. Offer incentives for sustainable travel – Consider providing discounts on public transport or integrating free transport into ticket prices. Minimise on-site emissions – Use renewable energy sources, minimise waste, and optimise venue energy efficiency. Implement carbon tracking – Use tools to measure and reduce event emissions. Partner with local businesses that have strong sustainability credentials. Conclusion: Is carbon offsetting worth it? Carbon offsetting, while not a flawless solution, can play a role in climate mitigation. We believe organisations should prioritise emission reductions first, considering offsetting only after all possible efforts to cut emissions at the source have been made. As such, it is most effective when combined with broader actions aimed at reducing emissions and promoting sustainable initiatives. Reduce what you can, offset what you must. For travellers and event organisers who genuinely want to make a positive impact, offsetting should be part of a larger strategy that includes reducing emissions, choosing sustainable alternatives, and advocating for systemic change in the travel industry. If you want to talk about how you can ensure that travel and events remain sources of enrichment without compromising the health of our planet, then send us an email at hello@intheround.global .

This week, Scotland (UK) marked a significant milestone in its journey toward sustainable transport by its announcement to launch its first free public transport trial in Glasgow . This pioneering initiative aims to assess the social, environmental, and economic impacts of providing free public transport services. A thousand residents will be selected to participate, granting them free access to buses, trains, and subways throughout the city. The outcomes of this trial are anticipated to inform future decision making and policy setting for potential wider roll-out of the scheme across the city on a more permanent basis. The Glasgow trial forms part of a wider global initiative examining the impact of incentives, credits, and rewards in encouraging sustainable travel habits. As cities around the world contend with issues such as traffic congestion, air pollution, and the demand for more sustainable transport networks, a range of incentive-driven schemes have been introduced to promote public transport use. Among the most notable are mobility credits, where individuals receive funds to spend on sustainable travel options via pre-paid cards or mobility-as-a-service apps, along with financial discounts. This article explores global case studies, evaluating the effectiveness of such initiatives and considering whether they alone can drive long-term change towards more sustainable travel behaviours. Photo source: First Bus