Generators of Demand (Education, Sport, Public Sector and Tourism)

Generators of Demand (Education, Sport, Public Sector and Tourism)

The second element of the Review will evaluate a wider set of options to disincentivise workplace parking including the provision of a cash alternative to parking BIK.

Further detail on all of the recommendations, summarised below, is provided in the Implementation Plan. Recommendations around sustainable transport incentives are captured later in this chapter under the work of the Captive Car Users Sub-Group.

Introduction

For most trips, transport is a derived demand in that people don’t travel for travel’s sake, but because they wish to access places to satisfy a need (work, education, leisure, etc). In this way transport is personal, it is a means to an end, e.g. for pupils to get to school. An important component of an effective demand management strategy is to explore generators of large quantities of travel demand and to identify physical and motivational interventions that will influence travel choices. In Ireland, many trips every day are associated with public sector employment, education, tourism and sports. The focus of this subgroup was to discuss and identify transport demand measures that aim to change mobility habits associated with these generators of demand, to support a reduction in personal car use whilst addressing the need to travel and access services.

Recommendation 2: Develop a pathway for the development of a cohesive, equitable and futureproofed taxation approach on transport based on a ‘user and polluter pays’ principle.

Recommendation 9: Supplement, through alternative financing options, existing supports from national Government.

Recommendation 14: Review existing incentives for encouraging uptake of EVs, with a focus on targeted supports for Captive Car Usages.

Recommendation 17: Review relevant legislation to ensure powers are sufficient to bring forward demand management measures.

Recommendation 24: Strengthen focus on transport/mobility related dimensions of corporate sustainability requirements.

Demand management interventions targeted at key generators of demand often enhance the effectiveness of wider investment in sustainable transport infrastructure and the operation of services. Measures that support and encourage mode shift will increase the benefits of active travel and public transport improvements. On the other hand, measures that reduce car use can result in more efficient use of road infrastructure leading to lower levels of future investment need.

Recommendation 26: Work with the insurance industry to examine how it can contribute to the achievement of the objectives of this strategy, particularly in respect of consumer communication on activities that may reduce unnecessary car ownership

There are many wider benefits to encouraging sustainable travel linked to generators of demand, such as direct improvements to people’s health and wellbeing. For example, encouraging children to walk, cycle or scoot to school helps them build physical activity into their day. In turn, physical activity on the way to school is linked to measurable increases in concentration, positivity and academic performance leading to further advantages. Reducing car traffic around schools helps address air quality and noise pollution, bringing about more benefit to children’s health and wellbeing.

Measures Discussed

In collaboration with various stakeholders, this sub-group gathered a comprehensive set of measures aimed at delivering the objectives of the Strategy. These measures have been grouped as follows:

Encourage sustainable transport through information and promotion	Support behaviour change with targeted interventions to lower barriers to sustainable transport use	Improve the availability of sustainable transport though measures targeted at generators of demand
• Public information campaigns • Sustainable transport auditing / awards	• Travel planning and management for large and special events • Remote working • Smart travel plans	• Bike libraries • Carpooling programmes • Expanding sports grants • Destination amenities • Workplace shuttle buses
Sustainable transport for schools
• Bicycle training in schools • Safe Routes to School programme expansion • School Transport Scheme

Encourage Sustainable Transport Through Information and Promotion

Organisations may take a number of steps to support sustainable travel practices among staff, such as implementing travel plans and providing amenities that support active travel. These efforts can be assessed against a set of criteria, with organisations audited and accreditation provided based on these criteria. Awards can be granted for outstanding achievements in growing sustainable transport. Communicating the success of such change also plays an important role.

This measure is about using wide-reaching public information campaigns to increase awareness of and promote sustainable transport. In areas where car preference is strongly embedded, public information campaigns and sustainable transport promotion brings about better overall results when delivered alongside other interventions to address shortcomings in the availability of alternatives.

Support Behaviour Change with Targeted Interventions to Lower Barriers to Sustainable Transport Use

Another role of public information campaigns is to communicate the outcomes of sustainable transport investment and so support wider change. Promoting the benefits of sustainable infrastructure projects in a pre-emptive way can minimise opposition to change. There is potential to integrate sustainable transport campaigns with other relevant public information activities, such as promoting healthier lifestyles.

Special events, such as major sports matches, cultural events, exhibitions and music festivals, can draw large crowds. Some large transport and tourism hubs, such as airports, also generate significant additional transport activity. The way in which attendees travel to a venue can be a big contributor to transport emissions and puts intense pressure on the existing transport network. There are ways in which sustainable travel to and from events can be supported. This may include event advertising, temporary cycle parking, travel guidelines focused on traffic and transport management, and the provision of

Information and promotional campaigns can be scaled to suit varying needs. They may be targeted at a specific group such as the ‘Walk on Wednesday’ campaign to promote walking to school and Discover Ireland’s “Car-free, carefree” advertisements promoting sustainable tourism.

shuttle buses between the venue and rail stations and park and ride facilities. Depending on the scale and location of an event as well as its nature, additional rail services could have the potential to meet the associated transport demand, for example to bring thousands of supporters to matches in Croke Park.

Bike libraries and mobility hubs are new initiatives that meet these needs. Bike libraries provide the opportunity to borrow and test-ride bikes for a period of time. Bikes, and especially e-bikes, folding and cargo bikes, can be prohibitively costly to purchase and as such this cost can be an obstacle preventing people from opting to cycle. Bike libraries, therefore, provide a risk- and commitment-free way to try or get back into cycling. Mobility hubs can vary in their offerings with some simply providing access to a bike or scooter hire scheme and others offering enhanced connectivity to multiple modes including public transport and car sharing schemes.

The journey to work is one of the main sources of transport-related carbon emissions and measures targeted at this can have a significant impact. Remote working can reduce the need to travel to work. This measure would look at building upon the existing policies and financial supports that are available for public sector remote working, to reduce or eliminate commuting distances. However, this would need careful consideration as research on travel patterns suggest hybrid working is not as effective on reducing kms travelled as initially expected. Evidence on the consequent redistribution of emissions related to remote or hybrid working is still evolving and should be taken into account as policy in this area develops.

The provision of additional amenities within a workplace such as shower facilities, changing rooms, lockers, secure bicycle parking and repurposing car parking for other uses to support active travel can support a change to sustainable travel modes. It can also include the provision of clear and direct on-site walking paths. These should minimise travel times through the grounds and from nearby public transport stops and the local surrounding area and avoid the need to navigate chaotic car parks in order to reach the desired destination.

To further facilitate travel behaviour change among staff and other visitors, travel plans can be designed and implemented at workplaces, educational campuses, and at other organisations. A Smarter Travel Plan is a package of measures aimed at supporting sustainable travel for work related journeys. A smart travel plan comprises actions to promote walking, cycling, public transport, and carsharing instead of private car use, and the use of technology and flexible working practices instead of travel. Survey results from the Smarter Travel Programme show a shift from single car usage to more sustainable modes of transport, with single-car usage declining on average by 7%. Campuses and Partners located outside Dublin registered the largest declines in single car usage; -8% and -14% respectively. Noticeable movements towards greater walking and cycling modes are also reported.

For workplaces that are located some distance away from public transport or active travel options, carpooling programmes and workplace shuttle buses can help bridge the gap. This can be a useful solution for businesses located at outof-town business park sites. Shuttle buses may be offered for an entire site or may be specific to individual employers. Workplace shuttle buses can form a useful part of a Workplace Travel Plan.

At present the sports capital and equipment programme provides funding for EV charging facilities, as well as security measures such as CCTV and bicycle parking. There are potentially, however, more opportunities for reducing the impact that travelling to sports events has on carbon emissions. At present, the purposes for which sports grants can be received do not include funding for minibuses or footpaths, both of which could reduce private car trips. It could also be made a requirement to meet certain sustainable transport criteria to qualify for nontransport related sports grants so that investment in sustainable transport is delivered alongside other improved facilities.

Improve the Availability of Sustainable Transport Through Measures Targeted at Generators of Demand

By improving the sustainable alternatives on offer, people are encouraged to make a more sustainable choice. The sub-group discussed a variety of measures which could achieve this.

Sustainable Transport for Schools

Funding will also be an issue. In many instances, ongoing funding is required to deliver initiatives.

School trips generate a substantial amount of journeys in Ireland. While bicycle training is already available in many schools, this could be expanded. Providing all children with the opportunity to get on a bike and learn to ride will help to embed active travel into each generation. Training children with the skills to become confident cycle users who can, when age appropriate, navigate roads, will help them to do so safely. This could be rolled into an expansion of the already successful Safe Routes to School Programme.

This funding may be for the hiring of staff or for the delivery of infrastructure. Fixed-term contracts are proving prohibitive for many potential employees with organisations unable to fill active travel roles. Additionally, many projects will need a certain amount of ongoing funding after completion for maintenance or programme costs. This will need to be catered for long-term.

High quality connected infrastructure will be needed to support participation. In addition to new infrastructure, consideration for the integration of existing and planned active travel and public transport networks will be required.

School bus services provide a convenient alternative to taking the car. A review of the School Transport Scheme was brought to Government recently. The review has been conducted with a view to examining how expanding the current scheme would impact its effectiveness and sustainability, while ensuring that it serves students and their families adequately. More widely, there may be potential to integrate schools bus services with other transport provision, such as public transport services.

Some of these measures will require the collection of data before and after the measure is put in place. This would include data on the modes of transport used, to find out how many people switched to sustainable travel as a result of a measure. It can be valuable to get specific data, such as for bike library users to find out the proportion who switch from car to cycling, separate from those who may have switched from walking to cycling.

Challenges

Further considerations would include location, accessibility, and social impacts and risks. While it was considered that most measures could broadly be applied to all geographies, some environments presented unique challenges. Initiatives in rural areas may have to differ in implementation to urban areas for example. Different mobility requirements might necessitate a difference in approach for some measures. This would be to ensure that there is equity of opportunity to participate.

Resourcing has been, and will continue to be, a challenge for the implementation of the measures discussed. Resourcing is the lynchpin of all these measures since, without it, delivery will not be achieved. Resourcing includes resourcing for staff expertise, the provision of time and funding for staff to deliver the measures, and the funding of the measures themselves.

Staff will need to be knowledgeable and equipped to deliver these initiatives. Given that many of these initiatives will be organisation-led, this will fall outside of the normal expertise of their staff. Additionally, in many of these sectors, volunteers are relied upon extensively. Any additional roles and requirements may risk placing an additional burden on employees. In some sectors, staff shortages will be an issue. For example, there is currently a shortage of bus drivers to deliver services across Ireland. Another key challenge is that for most staff tasked with leading on these initiatives, it is an add-on to their day-to-day tasks meaning their time is often very limited.

Finally, leadership (particularly from the top down) and communication campaigns were deemed essential to ensure delivery and buy-in from the public. Without this, initiatives will struggle to get off the ground.

Measures that were discussed have the potential to be transformative for transport, health and inclusion if implemented correctly and with the buy-in of the relevant organisations and the public.

Conclusion and Recommendations

to walk, cycle, use public transport or carpool in their commute will contribute to staff wellbeing as well as reducing transport-related emissions. The installation of bike racks for staff and customers would be essential.

Encourage Sustainable Transport Through Information and Promotion

As part of the strategic development of Ireland’s hub sector, the Department of Rural and Community Development and the Gaeltacht (DRCDG) in conjunction with the Department of Enterprise, Tourism and Employment (DETE) are leading on the formulation of a National Hub Strategy. As part of this Strategy, DETE will lead on the enterprise pillar while DRCDG will be the lead department for coworking in hubs and digital services at Broadband Connection Points.

Given the important role that companies can have in shaping travel behaviour, recommendations have been developed to support and strengthen focus on transport and mobility related dimensions of corporate sustainability requirements. For example, working in a collaborative way, it is expected that larger businesses, or groups of businesses (for example, in business parks) would be encouraged to prepare a Smarter Travel Workplace Plan and to apply to the NTA’s Smarter Travel Mark. Supported by the NTA Smarter Travel Programme, plans would include targets for supporting a reduction in carbased business travel, and the removal of free workplace car-parking, coupled with supports for sustainable mobility options and incentives for the delivery of online services and the promotion of remote work.

The initial focus of the Connected Hubs initiative was on establishing a network of remote working hubs and achieving the initial critical mass. As part of the strategy and in this instance the strategic development of the Connected Hubs network, businesses that can work remotely will be encouraged to support remote working from hubs to (amongst other things) reduce commuting distances for workers. The remote working pillar of the National Hub Strategy will be developed to incorporate specific named commitments in this area.

A number of large employers already provide shuttle bus services to staff as a way of improving access through sustainable transport measures. Examples include Microsoft in Sandyford, the staff shuttle bus at Galway University Hospital (linked to the park-and-ride but also offering transport between sites), and services operated by businesses such as Enterprise Ireland, which run from bus and Luas stops to the East Point Business Park.

At a national level, it is proposed to review the latest data and research on remote working to optimise emissions reduction potential, including incentives for workers and employers, and to look at expanding existing supports and policies for remote working, to reduce or eliminate commuting distances. This would include a consideration of a proposal raised by the sub- group to allow workers to work from home for one month a year in addition to their existing hybrid working patterns. However, it is worth noting that there is a risk that remote working could lead to otherwise unsustainable development patterns becoming more attractive and trips for other purposes being more likely to be undertaken by private car. As such, these recommendations should only be implemented in a manner that is consistent with sustainable planning and development policies.

There may be opportunities to integrate this with Great Places to Work and to develop a Pilot Public Engagement Programme on this theme. System changes could be introduced so that companies with a Smarter Travel Plan accredited through the NTA scheme will be given formal recognition for this in their interactions with the State.

There is also an opportunity to work with companies to encourage a review of delivery demands on freight and logistic services, which is driving demand for inefficient journeys, thus sharing liability with consignors – particularly in the retail industry.

In addition, under this recommendation, companies would ensure that everybody who drives as part of their work receives training in efficient driving practices. Where driving is a necessary part for business, it is critical that all drivers employ practices to reduce emissions, which can help save on fuel and on businesses

As part of this recommendation, and in line with DETE’s Climate Toolkit 4 Business, companies could support all staff to adopt more sustainable commutes and work options. Supporting staff

carbon footprint. The SEAI Energy Academy is a free online training resource and offers a module on eco-driving to help you learn the basics of ecodriving techniques.

ᴏ Incentives for sustainable business travel such as employer-led shared mobility allowances, exploring how shared mobility uptake could be promoted through tax efficient incentivisation. One example might be a ‘gift’ to employees of pre-paid credit for the use of shared micromobility (bike, ebike and/or Personal Powered Transporters/PPTs) over the course of a tax year on a tax-free basis.

Finally, it is proposed that DETE will engage directly with the Department of Transport, TII and others on improving the transport sustainability messages for business, with a particular focus on ensuring that the ‘Climate Toolkit 4 Business’ actions which get recommended to businesses are up-to-date and as precise and impactful as possible.

ᴏ An early, short review of existing park and ride facilities (e.g., New Park and Share Facility (M1), and if proven to be successful, the preparation and publications of a plan for extending these facilities nationwide by 2030.

In summary, the recommendations being proposed in this area are:

ᴏ Also suggested is a plan for the rapid rollout of further park and ride facilities - to be published within a year of the publication of this Strategy. This plan could also include park and share/pool, and park and stride i.e., opportunities to park outside of the town where people can walk or take an alternative mode of transport, preferably EVs. The NTA’s Park and Ride Development Office, which was established in February 2020 on foot of the Climate Action Plan 2019, would be expected to play a key role in this area. The Office was set up in 2020 to enable the delivery of key Park and Ride sites in collaborationwith Local Authorities, Irish Rail and transport agencies in the Greater Dublin Area and Regional Cities.

Recommendation 15: Continue to evolve opportunities for flexible and remote working and digitalisation.

Recommendation 16: Encourage greater utilisation of remote working from hubs.

Recommendation 24: Strengthening focus on transport/mobility related dimensions of corporate sustainability requirements.

Improve the Availability of Sustainable Transport Through Measures Targeted at Generators of Demand

ᴏ Continued roll-out of bike libraries, cycle training in schools and promotion/ updating of Bike to Work Scheme, as well as ongoing progression of SRTS with a strong commitment to delivery of this work over the period to end 2030. In line with market research, it is clear that there is also a need to reiterate and re-publicise existing initiatives such as the Bike to Work Scheme.

Further to rich discussion by the sub-group and building on the 91 actions that were progressed under the 2022 SMP, the following are recommended for advancement as actions in the next iteration of the SMP Action Plan 2026-2030. Among the measures suggested for consideration that would support the objectives of this Strategy include:

ᴏ LAs plan for the provision of shared mobility alongside other facilities, including bike storage, shelter, information, signage, integration with existing public transport services and infrastructure. It is recommended that this be a joint responsibility of local authorities, NTA, TII, Bus Eireann and Local Link informed by the policy statement on shared mobility hubs that is currently being developed by the Department of Transport and a large-scale Mobility Hubs pilot that is being led by the NTA.

ᴏ Review fares to consider possible further incentives. Such incentives could potentially be funded from revenue that is raised through the deployment of demand management measures.

ᴏ In line with recommendations from CCAC, update Tax Saver Scheme (so that it offers incentives to the many people who now work on a hybrid basis and commute less than 5 days a week). The market research undertaken to inform this Strategy also pointed to the

potential role of short term ‘novelty’ discounts in introducing many people to the advantages of public transport as well as discounted cost for families.

In this context, a review of public procurement policy is recommended to ensure that the public sector, including its suppliers, are not – by virtue of policy design - increasing private car demand unnecessarily. Significant procurements should place appropriate requirements on service providers to reduce travel demand in the delivery of the service being procured. As outlined in earlier sections, certain policies can create an increase in travel demand by the manner in which they are implemented. For example, in the area of special education, continued collaboration is needed between the Department of Education and Youth, the National Council for Special Education (NCSE) and local authorities with regard to school planning and building policy, to help reduce the travel distances that some children with special educational needs face each day in order to access appropriate school places while at the same time recognising that dedicated or bespoke transport services will continue to be required for children with additional needs in order to attend school, given either the nature of their special needs or the location of their school.

ᴏ Improved data on the types of journeys being made, and by whom and for what reason (origin/destination data).

ᴏ Improved real time data for rural public transport services to improve public transport predictability.

ᴏ Greater role for LAs in delivery of local public transport services, so that there can be greater integration with infrastructure projects that fall within remit of LAs.

ᴏ Carpooling between work colleagues, classmates or people who live within a close proximity can be an efficient mode of sustainable transport. Carpooling generally suits locations where public transport, walking and cycling options are limited. The NTA provides guidance on carpooling schemes. Among the supports that were considered needed to embed the practice in Irish society are a sustained publicity campaign, suitable apps for shared car users, and possible facilities for using bus lanes (if the car has four passengers etc).

In the public sector more broadly, and supported by NTA Smarter Travel Programme, public sector organisations will be required to have plans in place that will include targets for supporting a reduction in car-based business travel, and the removal of free workplace car-parking, coupled with supports for sustainable mobility options – walking, cycling, shared and public transport - and incentives for the delivery of online services and the promotion of remote work. Employers may choose to provide additional amenities within a workplace to support sustainable transport trips.

ᴏ Measures that would encourage a move away from car ownership such as incentives to dispose of second cars and to move to greater use of public transport including sustainable travel credits combined with a targeted scrappage scheme for older fossil fuelled cars.

ᴏ Review potential for greater alignment of Government policy and supports in respect of escort to schools and Green Travel Programmes.

For example, this may include the provision of shower facilities, direct walking paths on-site and secure bicycle parking to support active travel.

As well as Smarter Travel Plans, building programmes in the public sector (particularly the Education and Health sectors) should seek to minimise or reduce transport demand by private car. Planning decisions to locate services in areas that generate demand and/or have no public transport/active travel provision should be prohibited. Public authorities must lead by example in this area and ensure that any future development of public buildings are provided in locations that reduce transport demand.

ᴏ Consideration of wider Local Link role in the provision of sustainable mobility services including to educational centres.

It is also proposed to review and identify existing Government programmes that potentially generate increased travel demand with a view to ensuring these impacts are minimised by identifying good practice models which can be introduced more widely and appropriate reporting to assess impacts. This will help to embed demand management principles across all relevant Government funding programmes.

Recommendation 18: Embed demand management principles across all relevant Government funding programmes

In relation to procurement, all procurement using public funds must incorporate sustainable procurement principles, taking into account the Green Public Procurement (GPP) guidance and criteria sets produced by the EPA, as well as the OGP’s Opportunities and Approaches for Sustainable Public Procurement. The following could be reviewed to ensure such principles are fully developed from the perspective of supporting the objectives of this Strategy:

Recommendation 19: Reduce transport demand created by Public Sector services

Recommendation 20: Leverage potential of Civil Service Motor Travel Rates to effect change, including the introduction of single rate for all cars regardless of engine type.

ᴏ OGP Guidelines for Goods and Services (updated October 2023) which have guidance for social and green procurement.

Support Behaviour Change with Targeted Interventions to Lower Barriers to Sustainable Transport Use

ᴏ Circular 20/19 Promoting the use of environmental and social considerations in public procurement

In order to effect behavioural change and reduce induced demand for car travel across sectors, attractions with annual visitor numbers over 300,000 would be encouraged to target a higher % of arrivals by sustainable travel options via Vehicle Proportion Reduction Plans. Where public transport alternatives are in place, all airports and events attracting over 20k will also be encouraged to identify measures, including the promotion of available public transport, to support captive car users/event attendees.

ᴏ Circular 05/23 – initiatives to assist SMEs in Public Procurement

ᴏ National GPP guidance and criteria sets produced by the EPA.

The public sector can also lead on the avoidance of transport demand through support for Connecting Government 2030 – A Digital & ICT Strategy for Ireland’s Public Service including Better Public Services & Life Events digital service set up which should have a reasonable impact on people needing to travel to government offices.

This would include a range of initiatives aimed at supporting sustainable travel to/from events. This may include raising awareness about sustainable travel options at the time of booking or at the time of arrival. Event-specific shuttle bus provision could also be provided - linked to fixed public transport such as rail stations and temporary cycling parking, or event travel guidelines focused on transport management. Among the measures could be a targeted reduction in car parking spaces. Another avenue to explore is licensing and the potential within this context of stipulating usage of public transport to/from events.

Aligned to supporting a systemic change across the Government sector, which would have wider influence and behaviour change implications for the private sector, is the need for a review of the civil service mileage allowance system to encourage an incremental reduction of incentives for business-related car travel, particularly ICEs.

All of the above is encompassed under the following Recommendations in Chapter 10:

Recommendation 13: Develop further ‘supply side’ measures, particularly shared mobility interventions, to augment sustainable mobility alternatives in next iteration of SMP Action Plan.

Similarly, for sports events, and building on the sports capital and equipment programme, which provides funding for EV charging facilities and bicycle parking, consideration could be given to expanding criteria to include mini- buses. These proposals are encompassed within the following recommendations:

Recommendation 25: Work with the operators of visitor attractions, tourist hubs, and major event organisers to increase the proportion of visitors arriving at sites/festivals by public transport and other sustainable options.