Drive Less See More 2017 – 2020

At Visit Isle Of Wight we are committed to promoting sustainable travel to all our visitors. Visit Isle of Wight, in partnership with the Isle of Wight Council, is delivering a variety of projects as part of a £1.35 million sustainable Travel Access Fund programme funded by the Department for Transport for the period 2017 – 2020.


The programme is part of a wider programme delivering sustainable transport initiatives which improve journeys to work and school, together with improved access to visitor experiences and support with travel for jobseekers.

Our current projects include a Tourism Business Engagement programme, Travel Ambassador Volunteer and Traineeship schemes and Destination Walking and Cycling initiatives. Our Drive Less See More , Travel Ambassador and Green Star brands continue to be utilised. For more details on each project please see below.


Tourism Business Engagement Programme

This project will deliver sustainable transport skills, training, knowledge, product and information to all 1900 tourism businesses on the Isle of Wight, ensuring that tourism businesses are better placed to onward communicate the benefits of sustainable transport to their guests. Delivered through a series of initiatives including familiarisation trips utilising sustainable travel, training and encouragement to link to sustainable travel information online, participation in a bus pass trial, interaction across social media platforms, support and guidance and participation in the Travel Ambassador Green Star Scheme.

Travel Ambassador Volunteers and Traineeships

This project seeks to expand the network of travel ambassadors and deliver skills to young people seeking careers in the hospitality and sustainable transport sector. The project is in two parts:

Building capacity within tourism businesses for traineeship placements

This project will build the capacity required to provide travel and tourism skills and training to 300 young people in traineeships. Working with tourism businesses and traineeship training providers, the project will secure commitment from tourism businesses to host traineeship work experience placements. Through engagement and training, 100 tourism businesses will commit to the standards required by training providers for traineeship placements, providing confidence and increased capacity for tourism sector skills and training.

Travel Ambassador Volunteers

Over the last two years, travel ambassadors have proved effective in welcoming visitors and inspiring them to explore the Island using sustainable transport. The travel ambassador brand is established and valued, and there is good engagement from visitors and the industry with Travel Ambassador social media channels. This project will generate travel ambassador volunteers to further expand the travel ambassador ‘out and about’ presence, further raising the profile of the brand and improving the welcome for visitors. Potential roles for travel ambassador volunteers include welcoming visitors at ferry ports, adding value to the experience of visitors using sustainable transport modes (e.g. by having a volunteer on a visitor bus service), and undertaking visitor research. The project will support the recruitment and retention, training and management of travel ambassador volunteers.

Destination Walking and Cycling

This project will evidence the extent to which recreational cycling and walking experiences contribute to utility cycling and walking journeys. The project has three elements:


Marketing the Isle of Wight to new, novice and/or lapsed cyclists/walkers and identifying and then inspiring, new, novice and/or lapsed cyclist/walkers who are already visiting the Island to consider walking and cycling.

Delivery of experiences

Inspiring and/or incentivising new, novice and/or lapsed cyclists/walkers to participate in active travel experience while on the Island e.g. cycle hire, a cycling event, guided walk etc.


Incentivising new, novice and/or lapsed cyclists/walkers to participate in a programme of ongoing research, designed to monitor how their Isle of Wight cycling experience has influenced their propensity to cycle more often when back home. Partnerships with local authorities in the participants’ locality (ideally those delivering Access Fund programmes) will be established to continue to deliver cycling interventions to the participant once back home.

If you would like to discuss in further detail please contact:

Visitor Travel Projects Manager – Visit Isle of Wight Ltd
The Guildhall
High Street
Isle of Wight
PO30 1TY
Phone: (01983) 521555 EXT 31