Metro Mayor Dan Norris has unveiled a new initiative that will offer free bus travel to all residents in the West of England throughout the entire month of their birthday.
Metro Mayor Dan Norris launching the initiative | Photo © WECA
With a budget of £8 million, the scheme aims to revolutionise travel behaviour and boost the number of passengers in the region.
Scheduled to begin on 1st July 2023, the “birthday buses” scheme will run until 30th June 2024, ensuring that every resident’s birthday falls within the initiative’s coverage.
By providing a full month of complimentary travel, it is hoped there will be a significant and long-lasting shift towards bus usage.
Currently, public transport accounts for less than 10% of regional commutes, leading to congestion that has an economic impact.
The Metro Mayor estimates that congestion costs the West of England £300 million annually. Beyond the financial toll, the adverse effects on air quality are equally concerning, with 300 premature deaths linked to pollution in the region each year, while transport contributes to 44% of carbon emissions.
In launching the scheme, Metro Mayor Dan Norris said: “If you’re already a bus user, this is a free month of travel to help during this frightening cost-of-living crisis. It could see current bus users better off by one twelfth of the bus costs they shell out annually.
“But I hope birthday buses also give more people who aren’t already regular bus passengers the perfect opportunity to jump on the bus and try it out – perhaps for a regular commute, to go to the shops, a restaurant, or to spend their weekends enjoying the amazing attractions and great beauty of our region.
“We really need more people using buses to cut congestion, pollution and noise – and meet our important and very ambitious 2030 net-zero targets.
“If you’re not a regular on the buses, please give it a go – you’ve literally got nothing to lose, and a lot to gain. If you are a car owner, think how many times you could avoid filling up at a petrol station during the month of your birthday?
“I hope, with a whole birthday month to try the bus for free, the public comes to like, and even love, bus travel and then continue to use it into the future.
“Other places in the UK have tried free bus travel for a day, or a weekend, but this is very different. It’s about encouraging lasting behaviour change. Trying a whole month of free birthday bus travel could mean the travelling public never look back!
“I’m delighted to launch this ground-breaking scheme, and look forward to seeing as many people as possible making the most of this fantastic opportunity to travel across the West of England by bus in their birthday month for free.”
Covering over 350 square miles, the scheme encompasses the cities of Bristol and Bath, along with the surrounding areas of North East Somerset and South Gloucestershire.
Bus companies such as First and Stagecoach have already pledged their support, joining forces with the initiative.
Additionally, the region’s WESTlink bookable minibuses will also participate, providing residents with more flexibility.
To ensure a smooth transition and manage the increased demand, the scheme will be implemented in a phased manner.
By offering the promotion to a twelfth of the West of England’s population at a time, bus companies can effectively handle the influx of new passengers and maintain the quality of service.
Throughout the year, the Metro Mayor plans to collect data to assess the impact of fare reductions on passenger growth and the overall demand for public transport.
This information will contribute to a comprehensive understanding of the effectiveness of such initiatives and pave the way for future improvements in the region’s transportation system.
Dan Norris added: “People rightly say buses are important. Affordable transport is critical in this cost-of-living crisis. That urgent behaviour change of an ongoing kind is key to overcoming the climate emergency.
“This initiative to give free bus travel in the month of a passenger’s birthday is a UK first. It is innovative and new. It allows our brilliant region to show the rest of the country how to take on the big challenges of our time.
“I wish every West of England resident many happy returns – and singles!”
