







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
The current landscape of sustainable travel in events
Event organisers are increasingly using carbon footprint calculations to assess environmental impact, implementing strategies like public transport incentives, emissions offsetting, and shared mobility. Sustainability has also become a commercial priority, with venues and events facing pressure from stakeholders and consumers to demonstrate environmental commitment. Beyond emissions, travel plays a key role in attendee experience – events that integrate sustainable options seamlessly can enhance satisfaction, build goodwill, and strengthen audience loyalty.
Beyond carbon: could physical activity of event goers on their journeys to/from venues be measured and managed like carbon footprints?
While carbon footprint tracking has become a standard sustainability measure for events, there is an emerging opportunity to assess the health benefits of active travel among attendees. Health Impact Assessments (HIAs) provide a structured approach to evaluating the potential health effects of policies and initiatives, including transport strategies linked to events (Mindell et al., 2006). Applying HIA methodologies to event travel could highlight the broader benefits of sustainable transport choices and inform policy decisions that prioritise active travel.
Imagine an event that not only encourages walking or cycling (for whole or parts of journeys) but also tracks and rewards participants based on their efforts. By leveraging HIAs, event organisers could quantify the potential health benefits of active travel and integrate them into sustainability reporting. The metrics could include:
By implementing such tracking, events could create a new layer of engagement for attendees, encouraging them to adopt healthier travel habits. Instead of merely considering travel as a logistical necessity, it could become an interactive and rewarding component of the event experience. Further, by incorporating HIAs into event sustainability frameworks, organisers could provide robust evidence on the health benefits of active travel, helping to justify investments in infrastructure that supports walking and cycling beyond the event itself. Additionally, fan activations could include medical staff stationed at venues offering attendees health checks and, where necessary, prescribing them a tailored amount of daily walking (e.g., a certain number of kilometres per day) to support their health goals, reinforcing the importance of active travel as a public health intervention.
Photo source: British Heart Foundation
Why elevate the health discussion?
Despite the increasing focus on sustainability, the link between active travel and health is often overlooked. Most discussions around sustainable travel prioritise emissions reduction rather than considering the broader benefits of increased physical activity. Elevating the health discussion within sustainable travel initiatives could have several advantages:
Photo source: Gov.uk
Commercial and organisational incentives
While the health benefits of active travel are clear, there are also commercial and organisational incentives for incorporating these metrics into event planning. Some key opportunities include:
Photo source: AdWeek
Implementation: how events can track and promote active travel metrics
For this concept to be successfully implemented, events need practical tools to track and encourage active travel. Some potential strategies include:
Conclusion
The conversation around sustainable travel in events has traditionally revolved around reducing carbon footprints. However, there is an opportunity to expand this discussion by considering the benefits of active travel beyond environmental impact. By tracking metrics such as calories burned, kilometres travelled, and overall health impact, events can introduce a new dimension of engagement that aligns with both sustainability and well-being goals.
Encouraging active travel is not just a personal benefit for attendees; it can be integrated into broader commercial and organisational strategies. From sponsorship opportunities to government backing and enhanced fan experience, there are compelling reasons for events to take the lead in redefining what sustainable travel means.
The challenge now is for organisations to pioneer this new standard and integrate health-based travel tracking into the events industry. By doing so, they could not only help reduce emissions but also contribute to a healthier, more engaged, and more responsible attendee experience. If you would like to discuss introducing sustainable travel initiatives, including active travel, into your event, then please send us an email at hello@intheround.global.