New Toolkit to Boost Active Travel in Wales

Transport for Wales (TfW) has launched a new promotional toolkit aimed at increasing walking, cycling, and wheeling across the country. This initiative is set to make active travel more accessible and attractive, benefiting both residents and visitors to Wales.

According to recent statistics, 58% of Welsh adults walk for at least ten minutes weekly, and 6% cycle to their destinations. Despite these figures, 51% of primary school children still travel by car, even though 78% would prefer to travel actively. This disparity highlights the need for improved promotion and infrastructure for active travel.

The new toolkit, developed in collaboration with local authorities, includes over 500 images of people engaging in active travel across Wales. It aims to help local authorities promote local routes, making it easier for residents and visitors to explore the country sustainably.

Research shows that the imagery and language used to promote walking and cycling can significantly influence public perception. By showcasing diverse and everyday cycling experiences, the toolkit aims to change perceptions about who can cycle and make active travel appear more accessible and enjoyable for everyone.

For travelers, this means more well-marked and promoted routes, making it easier to explore Wales on foot or by bike. Whether it's a scenic walk through the Brecon Beacons, a bike ride along the stunning Pembrokeshire Coast Path, or an adventure on the famous Offa's Dyke Path, visitors can look forward to an enhanced experience of Wales's natural beauty. The new toolkit will also expand the accessibility of new routes, opening up previously less-known paths and scenic trails to the public.

The toolkit also provides key messaging strategies tailored to different groups, examples of successful campaigns, and case studies from other active travel schemes in Wales. These resources can help local authorities create effective campaigns to encourage more people to travel actively.

Nicola Grima, Active Travel Delivery Programme Lead at TfW, emphasized the importance of utilizing Wales’s walking and cycling infrastructure. The collaboration with local authorities is intended to provide them with the necessary tools to promote these routes effectively within their communities.

Notable case studies include improvements to the National Cycle Route 5 by Conwy County Borough Council, funded by the Welsh Government, and enhancements to the Gladstone and Cogan bridge in the Vale of Glamorgan.

Additionally, famous locations like the Snowdonia National Park offer travelers breathtaking trails and cycling routes, making it an ideal destination for active exploration. The serene landscapes of the Wye Valley and the historic charm of the Wales Coast Path also provide numerous opportunities for travelers to immerse themselves in nature and Welsh heritage.