RSS East Of England Plan - Broads Authority

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Section 7 Regional Transport
POLICY T2: Changing Travel Behaviour
To bring about a significant change in travel behaviour, a reduction in distances travelled and a shift towards greater
use of sustainable modes, regional and local authorities, transport providers and other delivery agencies should
implement policies to:
• raise awareness of the real costs of unsustainable travel and the benefits and availability of sustainable
alternatives;
• encourage the wider implementation of workplace, school and personal travel plans;
• introduce educational programmes for sustainable travel;
• invest in business initiatives, including but not limited to tele-working, and other means of decoupling economic
activity from the need for travel;
• investigate ways of providing incentives for more sustainable transport use; and
• raise awareness of the health benefits of travel by non-motorised modes.
POLICY T3: Managing Traffic Demand
Demand management measures for highway use should be pursued to tackle congestion and, as a consequence,
provide more reliable journeys. Road pricing may be considered as part of an integrated approach to managing the
region’s road network and should be consistent with national technical standards and guidelines. Road pricing
schemes or other demand management measures should:
• be matched with provision of sustainable alternatives to private vehicle use, and
• be designed to avoid disadvantaging the region’s rural communities and regeneration areas dependent on road
access.
7.7 Policies T2 and T3 provide a framework for influencing travel behaviour. They imply a considerable cultural change and
redirection of resources and the scale of the challenge for Government, regional and local authorities, businesses and the
general public should not be underestimated. There is growing recognition of the seriousness of climate change, traffic
growth, congestion and pollution. Success in delivering these policies will not only address some of the problems linked
to traffic growth, but also contribute to accommodating the development planned in this RSS.
7.8 T3 cannot be implemented by the region working independently. Partners within the region should work closely with
Government in considering any local initiatives. They should develop local proposals with road users to ensure integration
with public transport improvements and avoid diverting traffic onto local routes. The objective is not about restricting all
car movement. It is to reduce less necessary journeys and free up road space for essential users.