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

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

Building on last week’s blog about managing everyday travel demand during events, we highlighted the importance of engaging the business and industry sectors. For event planners and local authorities, business engagement is a crucial aspect of promoting sustainable travel, both in general and within the context of events. Businesses have the potential to influence travel behaviours at scale, making them key partners in ensuring that people travel efficiently, sustainably, and with minimal disruption to transport networks. In addition to accommodating employees, businesses also play a significant role as attractors and generators of servicing and delivery trips. These types of trips, often linked to supply chains, logistics, and customer servicing, can contribute to peak travel periods or specific congestion points. By engaging with businesses to better understand their travel and delivery needs, local authorities can coordinate infrastructure, optimise delivery schedules, and implement measures to mitigate any negative impacts on the transport system. Furthermore, businesses can adopt sustainable practices such as promoting consolidation centres for deliveries, using electric vehicles for last-mile distribution, or encouraging flexible delivery times to reduce congestion during busy periods. As major employers and economic drivers, businesses are well-placed to take a proactive role in shaping travel patterns, making it essential that they are integrated into wider planning efforts to create more sustainable and efficient transport systems, especially in the lead-up to and during events. The benefits of business engagement Leveraging business influence A key benefit of collaborating with businesses is their extensive reach. Companies have direct access to employees and customers who make daily commuting choices and frequent visits, allowing them to seamlessly integrate sustainable travel messaging into existing communication channels. This helps to introduce and normalise new behaviours more effectively. As highlighted in our previous blog , business engagement plays a crucial role in managing travel demand during events, as many coincide with regular commuting hours. This makes collaboration with local employers and industries essential to easing pressure on the transport network. In this context, working with businesses could involve promoting flexible working arrangements, such as adjusting commuting times to avoid peak event periods, encouraging hybrid working to reduce travel demand, and rescheduling deliveries to prevent congestion. A cost-effective approach For local authorities, engaging businesses in sustainable travel initiatives often proves to be a highly cost-effective strategy. Companies already have established communication channels, like internal and external newsletters, intranet updates, and social media platforms, which can be leveraged to share sustainability messages without the need for significant marketing budgets. Many businesses with their own sustainability objectives are also more likely to invest in initiatives that align with those goals, leading to mutually beneficial partnerships. Local authorities can tap into these existing networks and resources, significantly lowering the cost of public outreach campaigns. Enhancing corporate social responsibility (CSR) For businesses, engaging employees and visitors in conversations around sustainable and active travel yields a host of advantages. Not only does it directly support sustainability goals, but it also helps to position companies as leaders in corporate social responsibility (CSR). A company that actively promotes sustainable commuting and travel options for employees and encourages eco-friendly travel behaviours can attract more talent, gain sponsorships, and build stronger relationships with stakeholders. In a recent Nielson global survey , just over 8/10 (81%) consumers have said that it’s important that companies implement programmes to improve the environment, with around 3 in 4 (73%) saying that they would change their habits to reduce their impact on the environment. These findings indicate a significant proportion of consumers are aligning their purchasing decisions with brands that demonstrate strong environmental credentials. By fostering an active dialogue about sustainable travel within their workforce, businesses are aligning themselves with growing consumer preferences and differentiating themselves in a competitive market. Challenges in engaging businesses Competing priorities Many organisations place immediate business objectives ahead of sustainability initiatives. Without clear incentives or alignment with corporate goals, sustainable travel may be neglected. Our experience in working with businesses on this issue underscores the need to secure senior leadership support and collaborate with teams across operations, transport, sustainability, and communications. By showcasing the benefits of sustainable travel at all levels, organisations are more likely to embrace these initiatives, streamlining approval processes and integrating them into everyday operations. Resistance to change Even when businesses back sustainable travel, shifting habits, whether that’s employees, customers or visitors, can be a significant challenge. Established travel and commuting patterns, reliance on personal vehicles, and perceived inconvenience often create resistance. Encouraging behavioural change is generally more effective when it coincides with broader organisational shifts, such as relocating or onboarding new employees. Supporting this transition with incentives like mobility credits, loyalty schemes, and pledges, alongside clear communication on the benefits, such as faster, cheaper commutes and improved physical and mental well-being, can help drive adoption. Variability in business commitment Commitment to sustainable travel varies significantly across organisations. While some take proactive steps towards sustainability, others require substantial persuasion and support before committing to action. In these cases, it is essential to emphasise the broader, more immediate benefits that go beyond sustainability. These might include operational efficiencies, cost savings, and enhanced commercial attractiveness. For instance, reducing the demand for car parking spaces can result in substantial savings on infrastructure and land use. Minimising traffic congestion can not only improve staff and customer experiences but also boost the overall productivity of the organisation. By framing sustainable travel in terms of tangible, bottom-line benefits, such as improved efficiency and greater investment potential, organisations are more likely to see it as a strategic advantage and be motivated to engage. Our experience A standout example of successful business engagement is our recent partnership with Solent Transport. As part of this local authority collaboration, we contributed to the Breeze for Business programme, working with local organisations to promote the Breeze app , a Mobility-as-a-Service (MaaS) platform designed to encourage sustainable travel choices. By engaging with organisations, we helped raise awareness and boost adoption of both the app and sustainable transport among their staff and customers, showcasing the impact that business involvement can have in driving meaningful change. We provided one-to-one support and guidance to organisations and business intermediaries across South Hampshire on how to integrate the promotion of Breeze within their operations. This included supplying pre-written communications, suggesting ways and locations to promote sustainable travel, assisting in the organisation of sustainable travel roadshows and events, and providing digital promotional materials and collateral. Through the Breeze for Business programme, 20 organisations across the South Hampshire region committed to promoting Breeze independently on an ongoing, long-term basis, without requiring one-to-one support. A comparison of pre- and post-programme surveys revealed that over a third of employees in engaged organisations were aware of the Breeze app, compared to just 7% in non-engaged organisations. This demonstrates the effectiveness and impact of collaborating with organisations to drive engagement with initiatives. Beyond this local authority example of collaboration with businesses, In the Round has had extensive involvement in business engagement programmes linked to major sporting events over many years. This includes the London 2012 Olympics, the Gold Coast 2018 Commonwealth Games, and the 2017 UEFA Champions League Final. Within the major events sector, the objectives of business engagement have differed slightly from those outlined above, though the fundamental approach remained the same. The focus is on integrating the event into the host location and working with businesses to adjust their transport operations temporarily to help manage travel demand during the event. These efforts led to a similar outcome, with around a third of behaviours shifting due to business engagement initiatives. For more insights into these marketing and communication campaigns, visit our previous blog here . Top 10 recommendations for future business engagement For organisations looking to engage businesses in sustainable travel initiatives, there are a range of opportunities which we recommend including: Building strong business cases – Demonstrating how sustainable travel benefits companies, from cost savings to improved employee wellbeing and retention. Tailoring messaging – Aligning travel initiatives with business goals, whether through CSR, operational benefits, employee health, or financial benefits. Consistent communication – The need for regular communication and engagement with organisations to provide support, suggest ways to promote initiatives, and ensure travel communications remain a priority. Leveraging existing communication channels – Utilising company intranets, newsletters, and social media to promote initiatives efficiently. Providing incentives – Introducing mobility credits, travel discounts, workplace travel plans, and benefits schemes to encourage behaviour change. Hosting events and roadshows – Bringing sustainable travel to life through onsite events that allow employees and customers to engage directly with transport providers and solutions. Marketing and communication toolkits – developing toolkits containing resources and materials for internal teams, including pre-written communications, social media assets, posters, and templates, to help remove internal barriers. Encouraging and supporting workplace champions – Identifying and empowering internal advocates who can promote sustainable travel within their organisation and drive initiatives forwards. Collaborating with business intermediaries – alongside individual organisations, working with with business intermediaries and utilising their networks can be valuable in developing strong networks for business engagement. Encouraging businesses to participate in networks – businesses benefit from peer-to-peer support and working with neighbouring organisations. Galvanising that joint working is key, as is becoming part of national initiatives including Modeshift’s STARS scheme as an example. By fostering strong relationships with businesses and addressing potential challenges proactively, event planners and local authorities can create impactful, long-term sustainable travel initiatives. Engaging with businesses is not just a means of encouraging greener travel; it is also a strategic approach to enhancing corporate reputation, easing congestion, and benefiting local communities.  From events to everyday operations, In the Round has long championed and supported business engagement initiatives. We would be delighted to share our insights and collaborate to strengthen business engagement in your strategies; please get in touch at hello@intheround.global.

Understanding the challenge

Sustainability has become a cornerstone of modern sport, with governing bodies taking increasing responsibility for their environmental impact. UEFA’s recent introduction of sustainability criteria for club competitions has sparked wider conversations about the role of federations, host cities, and event organisers in promoting sustainability. One notable omission that caught our attention and sparked further reflection, was the lack of emphasis and support for clubs on travel emissions, especially for fans. The missing link: travel’s impact on event sustainability Transport and travel represent one of the largest contributors to an event’s overall carbon footprint . In football alone, travel emissions account for approximately 80% of the sport’s total footprint , with fans, teams, officials, and media travelling across countries and continents. Some progress has been made within the sporting events-sphere, as demonstrated by UEFA EURO 2024, where public transport passes were included for ticket holders , and regional hubs were implemented to reduce air travel. These measures led to a 21% reduction in emissions compared with initial forecasts . Similarly, the last three Commonwealth Games have included free public transport for ticket holders, setting a precedent that other major events can follow. Despite these examples, travel is often overlooked in sustainability strategies, with fan travel classified as a Scope 3 emission, often considered beyond direct control and too challenging to tackle. Governing bodies, host cities, and event organisers can adopt a more proactive approach by setting clear expectations, establishing frameworks, and supporting venues and events within their jurisdictions to prioritise sustainable travel solutions. Several sporting cases have made progress in advancing sustainable travel frameworks, including: World Rugby has begun exploring ways to reduce the carbon impact of their tournaments, with their sustainability strategy directly addressing the travel and operational activities managed by themselves, and developing plans to mitigate fan travel emissions and exploring alternative event engagement methods. The English Football League (EFL) has developed a Green Clubs Initiative , which encourages domestic clubs in England to improve environmental practices, including promoting sustainable travel for both fans and teams. The International Olympic Committee (IOC) has long recognised fan travel as a critical sustainability concern. Their sustainability strategy requires candidate cities, organising committees, and host cities to develop sustainable transport solutions that maximise public transport and active travel options. These examples demonstrate how other governing bodies could develop and incorporate travel-related sustainability measures and support into their existing frameworks to develop a more holistic and effective strategy. As sustainable travel offers a range of benefits beyond environmental impact, such as enhancing the fan experience, supporting local communities, and driving economic gains, prioritising strategies to manage travel and its effects is essential. Expanding the conversation beyond sport While sport’s governing bodies are beginning to take sustainability, including travel, seriously, the same considerations apply to the arts, culture, and live entertainment sectors. Festivals, concerts, theatre productions, and museum exhibitions attract millions of attendees each year, generating significant travel-related emissions. To address this, organisations such as art bodies, event promoters, production companies, and venue owners must take responsibility for making audience travel more sustainable. Some have already begun to take action, for example: Live Nation has identified eight key areas of sustainability within their strategy , specifically highlighting transport. They have committed to working with venues, event organisers, suppliers, and local authorities to encourage and implement sustainable transport solutions. The Events Industry Council , a global federation representing event professionals, promotes high standards and best practices within the sector. They have developed a framework for sustainable events , which includes multiple references to sustainable travel, ranging from integrating it into marketing communications to incentivising greener travel choices and connecting regional events. A framework for sustainable travel in events Building on the examples mentioned above, we recommend that ‘lead’ organisations (whether a governing body, host nation/city, venue manager/owner) can help those that plan and deliver the detailed operations by focusing on five key pillars:

As the world grapples with pressing issues like climate change, urban congestion, and the need for sustainable mobility options, the future of transport solutions is more critical than ever. Innovations in technology promise to transform how we move people and goods, yet the pace of change often seems sluggish. This was a recurring theme across the 2-days of the recent UK Future Transport Forum 2025 in Southampton, hosted by Solent Transport where the local authorities delivering the Department for Transport's Future Transport Zone programme were sharing their experiences to date. It got us at In the Round thinking - Is technological over-complication the barrier to progress future, or is political risk aversion and government red tape the thing that will hold us back? The technological landscape The transport sector is witnessing remarkable technological advancements that can significantly enhance mobility. Innovations such as electric vehicles (EVs), autonomous vehicles (AVs), micro-mobility such as e-scooters and e-bikes, Mobility as a Service (MaaS) and smart infrastructure are paving the way for a more efficient and sustainable future. Electric Vehicles (EVs) : The shift from internal combustion engines to electric propulsion is not just a trend; it’s a necessity for reducing greenhouse gas emissions. With advancements in battery technology, EVs are becoming more affordable and practical for everyday use. Autonomous Vehicles (AVs) : The potential for AVs to reduce accidents and optimize traffic flow is immense. Companies are investing heavily in developing safe and reliable AV technology, which could reshape urban transport. Electric micro-mobility : E-scooters and e-bikes are now common place and the discussions about things like battery life and inappropriate speeding are falling away. Their role as part of an integrated transport system for last mile and longer journeys now seems established. Mobility as a Service : The ability to offer users seamless planning, booking and paying experiences via multi-modal MaaS Apps is now technologically established. As is the ability to knit together the technologies of multiple transport service providers and to use said technologies to positively influence travel choices. Smart Infrastructure : The integration of technology into transport infrastructure—such as smart traffic lights or in road wireless charging of EV's — can improve efficiency and enhance user experience. However, while the technology exists, the widespread adoption of these solutions often faces hurdles. Risk aversion, bureaucracy and decision-making paralysis risking progress Government policies play a crucial role in shaping transport systems the world over. While technological innovation is crucial, the lack of supportive policies, procurement systems and fear of failure can stifle progress. Here are some ways this resistance manifests: Regulatory Hurdles : Policies can lag behind technological advancements, creating a mismatch between what is possible and what is permissible. For example, regulations surrounding MaaS can be overly cautious, hindering trials and deployment. Funding and Investment : Governments may prioritize traditional transport infrastructure over innovative solutions. Insufficient funding for EV charging stations or micro-mobility seed-corning can slow down the transition to sustainable options. Lack of ambition : While trial projects and accelerator programmes tantalise many with a glimpse of what might be possible the ability for government to then act quickly to embed new ways falls foul of traditional coat-benefit analysis and outmoded business case analysis. The freedoms to just ‘get on with it’ with appropriate safe guards in place do not exist. A slow build to an unknown future seems to take precedent over a vision-led determination to succeed. Public Perception and Fear : Policymakers often respond to public concerns, which can sometimes be rooted in fear of the unknown. Resistance to new technologies, such as AVs, micro-mobility and MaaS can stem from safety or security concerns, leading to stricter regulations that limit innovation. Bureaucratic Inertia : Large government structures can be slow to adapt, leading to a culture resistant to change. This inertia can result in missed opportunities for implementing new technologies that could benefit society. So, is there a gap between the rate of change made possible by technology and the ability of policy-makers to keep up (at best) or to want to adapt and adopt (at worse)?