By Johnny Sharp

It’s easy to assume we are all well-informed about the issues involved in making travel more sustainable, and the many ways in which we can help accelerate that process. But a new CIHT Masterclass on the subject shows that there’s so much more that we can learn.

Matilda Fisher, a CIHT Policy Advisor who helped design the webinar, explains that members should sign up, “To learn more about designing and implementing schemes or projects that create sustainable, inclusive, and resilient urban environments.”

The virtual Masterclass will feature speakers including the winners of this year’s Creating Better Places Award (Ryde Transport Hub - Ringway Island Roads, Ringway Infrastructure Services) and Sustainability Award (Lambeth School Streets and School Streets Plus - Lambeth Council) alongside the winner of the 2024 Creating Better Places Award (Liverpool City Centre Connectivity (LCCC) - Amey).

“We’ll hear from speakers involved in a range of different schemes, covering different elements including placemaking, safety, health, sustainability and decarbonisation,” she says. “Speakers will discuss their projects as well as their experience drafting an award-winning submission.

“Participants will have the opportunity to ask questions, and the Masterclass is free for members and is available at a discounted and competitively priced rate for CIHT partners and non-members respectively. This should not be missed by anyone looking to enter the awards next year.”

EVs, communities and misconceptions

Fisher sees numerous obstacles on the path to sustainability, both national and local. For instance, the adoption of electric vehicles (EVs) continues to increase, but amid concerns that the infrastructure is lagging behind the uptake.

“While charge points are now becoming more common in big urban centres, the majority of rural areas are still not adequately served,” she acknowledges. 

With the political will not always there to back up ambitious plans, and authorities both local and national under pressure to deliver on targets, promoting sustainable travel projects can feel like a tough battle. 

And with backlashes seen against initiatives such as low traffic neighbourhoods and congestion charging, Fisher stresses the importance of getting people on board at grassroots level.

“Community involvement is key,” she says. “In this Masterclass, we will explore the most effective ways to connect with local communities to build support for schemes.”

The Masterclass will also aim to tackle misconceptions surrounding sustainable travel. “Narratives that perpetuate the ‘us v them’ myth are particularly unhelpful,” she says. “Such as, ‘motorists vs people who walk, wheel and cycle.’ The reality is that everyone benefits from more choice.

“Opting to walk, wheel, and cycle for short journeys has tremendous benefits in terms of both health and decarbonisation. For other journeys, those same people may choose to drive or travel via public transport.”

Meanwhile, the overriding emphasis of the Masterclass will be on potential solutions more than ongoing problems – for businesses as well as communities. 

“Our recently published CIHT CLIMATES report emphasises the importance of positive storytelling,” says Fisher. “[It highlights] the importance of demonstrating the ‘benefit for all’ to businesses and showing how it impacts the bottom line. We can take inspiration from the insurance sector [where] firms in this space already get it as it directly impacts their business – we need to show the same to other sectors.

“There have been many exciting developments within the industry of late. In particular, innovation around materials and active travel and sustainable transport schemes. This Masterclass will shed light on some of those schemes, so we urge members and non-members alike to come along and find out more.”

Sign up for the CIHT Masterclass: Sustainable Travel on 24 July.

Image: electric car charging around Crouch End, London. Credit: Shutterstock.

Secure your place at the CIHT Masterclass