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Si quieres que la gente viaje en autobús, construye un autobús que la gente realmente quiera usar — luego añade una recompensa. En toda Europa, ciudades y regiones experimentan con incentivos que empujan a los viajeros lejos del auto: desde exoneraciones totales de tarifa y tarifas planas bajísimas hasta sistemas de puntos, loterías y presupuestos de movilidad patrocinados por empleadores. Las metas son familiares — desobstruir carreteras, reducir emisiones, ampliar el acceso — pero las tácticas son variadas, ingeniosas, incentivadas y, a veces, contraintuitivas.

FARE GAME: Cómo las ciudades europeas están usando incentivos para persuadir a la gente de tomar el autobús

France’s decades-long investments in transport are now under strain. From the 1960s through the 1990s it built an extensive tolled highway network and expanded high-speed rail. Today those networks face growing challenges – as infrastructure ages, maintenance demands are mounting – even as climate change brings more frequent severe weather that strains roads, bridges and tunnels.

France at infrastructure funding crossroads

If you want people to ride the bus, build a bus people actually want to ride -then add a reward. Across Europe, cities and regions are experimenting with incentives that nudge travellers away from the car: from full fare waivers and rock-bottom flat fares to points systems, lotteries and employer mobility budgets. The aims are familiar territory - unclog roads, cut emissions, broaden access - but the tactics are varied, inventive, incentivised and sometimes counterintuitive.

FARE GAME: How European cities are using incentives  to persuade people to take the bus

As automated driving technology evolves, the line between human and machine control is becoming increasingly blurred. Remco Timmer of HERE Technologies highlights how mapping, sensors and computing power are shaping the path from assisted driving to full autonomy.

HERE’s Remco Timmer: Human and Machine Driving Must Form a Continuum

Imagina esto: vas en bicicleta al trabajo, tomas un tranvía o compartes un patinete eléctrico en lugar de conducir solo, y tu ciudad te recompensa. No solo con la satisfacción de reducir tu huella de carbono, sino con algo tangible: un café gratis, comestibles con descuento, una tarifa reducida de transporte público o incluso puntos para tu declaración de impuestos.

¿Qué hay para ti? Por qué los eco-recompensas y la teoría del empujón podrían transformar la forma en que viajamos

Imagine this: you cycle to work, take a tram, or share an e-scooter instead of driving alone and your city rewards you. Not just with the satisfaction of lowering your carbon footprint, but with something tangible: a free coffee, discounted groceries, a reduced public transport fare, or even points toward your tax bill.

What’s in it  for you… Why eco-rewards and nudge theory could transform the way we travel

Tom Alkim, Strategic Advisor Connected & Automated Mobility for the Dutch company MAPtm and recently inducted into the Intertraffic International Advisory Board, traveled to Atlanta for the ITS World Congress and ITFVHA.

CCAM on the Move: Global Insights from ITS World Congress Atlanta

Esta edición de la SEMANA EUROPEA DE LA MOVILIDAD, que se celebra del 16 al 22 de septiembre de 2025, llega con un tema poderoso y oportuno: “Movilidad para Todos”.

Europa: revolución del transporte inclusivo

Effective AI governance is vital to ensure artificial intelligence enhances rather than undermines tolling operations. AI-powered licence plate image review offers real-time, accurate data processing, but without strong oversight, it poses significant risks to privacy, accuracy, and public trust. Legacy approaches like fingerprinting and basic OCR struggle with today's high-volume, complex tolling environments.

Innovation without chaos

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WORLD'S LEADING PLATFORM
FOR TRAFFIC TECHNOLOGY PROFESSIONALS

The latest traffic technology and mobility news

FARE GAME: Cómo las ciudades europeas están usando incentivos para persuadir a la gente de tomar el autobús

France at infrastructure funding crossroads

FARE GAME: How European cities are using incentives to persuade people to take the bus

HERE’s Remco Timmer: Human and Machine Driving Must Form a Continuum

¿Qué hay para ti? Por qué los eco-recompensas y la teoría del empujón podrían transformar la forma en que viajamos

What’s in it for you… Why eco-rewards and nudge theory could transform the way we travel

CCAM on the Move: Global Insights from ITS World Congress Atlanta

Europa: revolución del transporte inclusivo

Innovation without chaos

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Intertraffic Global

WORLD'S LEADING PLATFORMFOR TRAFFIC TECHNOLOGY PROFESSIONALS

The latest traffic technology and mobility news

FARE GAME: Cómo las ciudades europeas están usando incentivos para persuadir a la gente de tomar el autobús

France at infrastructure funding crossroads

FARE GAME: How European cities are using incentives to persuade people to take the bus

HERE’s Remco Timmer: Human and Machine Driving Must Form a Continuum

¿Qué hay para ti? Por qué los eco-recompensas y la teoría del empujón podrían transformar la forma en que viajamos

What’s in it for you… Why eco-rewards and nudge theory could transform the way we travel

CCAM on the Move: Global Insights from ITS World Congress Atlanta

Europa: revolución del transporte inclusivo

Innovation without chaos

WORLD'S LEADING PLATFORM
FOR TRAFFIC TECHNOLOGY PROFESSIONALS