Free Bus Travel Drives 9 Million Journeys Across West Midlands

Over the past 18 months, free bus travel initiatives have supported an impressive nine million journeys across the West Midlands, according to figures released by Transport for West Midlands (TfWM).

As part of a continuing effort to make public transport more accessible and affordable, West Midlands Mayor Richard Parker has announced a new scheme offering free bus travel for parents and carers during the upcoming October half-term. The initiative is designed to ease financial pressure on families while encouraging sustainable travel.

The half-term offer runs from Monday, October 27 to Sunday, November 2. Eligible participants can apply for a Swift travel card pre-loaded with free travel for that week. Additionally, those who take up the offer will be eligible for a 25% discount on a further week’s travel.

Mayor Parker commented:“With household budgets under increasing strain, I’m pleased we can offer free bus travel over the half-term holiday. It’s a cost-effective, greener way for families to enjoy time out together—whether it’s for Halloween festivities or a fireworks night. At the same time, we’re pressing ahead with plans to bring our bus network back under public control to improve services for everyone.”

The scheme is part of a wider £20 million Government-funded initiative under the Bus Service Improvement Plan (BSIP), which aims to boost passenger numbers and make bus travel more appealing.

TfWM revealed that the nine million journeys were driven by several schemes including:

• Free evening travel in the lead-up to Christmas to support local nightlife

• Free bus passes for NHS staff, apprentices, care leavers, and charity workers

• Partnerships with major employers to encourage staff to commute by bus

  
  

The current offer targets new and returning bus users who will be travelling with children. Applications for the free travel card open on Monday, October 6 via the TfWM website. Successful applicants will receive an email with instructions on how to activate the travel deal through their Swift account.

This initiative supports ongoing regional goals to cut carbon emissions, reduce road congestion, and create a more reliable and accessible transport network for residents across the West Midlands.