Kids Go Free: up to 44% rise in passengers

New figures show that Kids Go Free, a pioneering initiative on the West’s buses, saw 912,460 free journeys by children and young people over the summer holidays – saving local families almost £1 million. New data has also noted increased consumer spending and visits to local attractions during the same period, with more than half of people surveyed able to afford visiting new places thanks to Kids Go Free.

As many as many as 135,000 free journeys were made each week by under-16s during the summer. Analysis of the scheme shows year-on-year child passenger increases averaging 24% during July and 40% during August.

More than 580,000 free journeys were taken in August alone, with its first week seeing bus journeys by children and young people increase by 44% compared to the same period in 2024. Overall, child bus journeys increased by 32% versus last year’s school summer holidays thanks to the nationally unique initiative.

A sample survey found that one in five people who travelled by bus during Kids Go Free had previously never or very rarely used the bus. Almost half of those people said that the initiative made them more likely to use the bus in future. Almost half of all respondents said that the offer had enabled them to visit new places that they had not been to before, which would have been too costly without the scheme.

More than four in ten of those surveyed would have been unlikely to use the bus without Kids Go Free, and six in ten said that they used their cars less this summer as a result. More than nine in ten people said that the initiative was a positive thing for the region, with six in ten of the general public who took part in the survey having heard about the scheme.

Compared to the same periods from 2024, spending in local retail centres connected by bus routes saw above-national-average increases. In July, which marked the start of the school holidays, Radstock (+16.1%), Bath (+15.8%) Midsomer Norton (+14.4%), Yate and Chipping Sodbury (+12.2%) saw the largest rises, and all performed above the UK-average for August.

Initial sample data from Visit West, the local visitor economy partnership, shows similar success coinciding with the initiative. Bristol attractions surveyed saw their busiest post-pandemic July, with a 7.5% jump on the previous year, and almost back to their 2021 peak for August. Bristol BID data shows that non-essential spend (entertainment, hospitality etc) increased by 3.5% (almost £100,000) year-on-year, above the national average.

Between 19 July and 5 September, kids went free across Bath & North East Somerset, Bristol, North Somerset, and South Gloucestershire, putting almost £1 million back into the pockets of parents and carers. The top word used to describe the scheme was “money-saving”. Outside of the offer period, child fares in the West remain among the cheapest in country: capped at £1.

This new data comes ahead of the publication of a child poverty action plan for the region next month, with the Mayor expected to share a “proudly interventionist approach” to supporting families in the West. The Brigstow Institute at the University of Bristol and Room 13 Hareclive, who have long campaigned for free bus travel for children, are currently working with schools and youth groups, including in Hartcliffe and Barton Hill, to further understand the impact of Kids Go Free in more deprived communities. Short surveys are running until 12 December for parents and carers, secondary-school-age, and primary-school-age children who took part in the initiative during the summer.

Helen Godwin, Mayor of the West of England, said:

“Kids Go Free this summer was a stunning success, with the support of local councils and bus operators, and made possible through devolved funding from government. More children used the West’s buses, with an astonishing 40% increase in August journeys compared to last year.

“As a region, with more and more new green electric buses coming, we will keep working together to build the bus network that local people need and deserve. Inspiring the next generation of passengers to get on board, and saving families money, is an important stop along the way. I know firsthand how Kids Go Free helped open up the West of England for more young people to explore and enjoy our region, and want every child to have the chance to do that.”

Mikkala, a mum from Patchway, said:

“Cost saving was the main reason for me. It enabled me to be able to use local businesses like the cafes and ice creams. I used some of the money saved from the bus fares. I told other people about it too.”

Simon, a dad from Lockleaze, said:

“August is extremely expensive; every parent finds the thought daunting. The scheme is sensible and feels right.”

Donna, a mum from Keynsham, said:

“We’ve been to Bath shopping, Bristol Millenium Square, ZaZa Bazaar. Lots of things. Got the bus to the train station when we went on holiday. It makes a big difference with 5 kids. 3 of them are covered by the scheme… With Kids Go Free, the kids can go out and do more, which we wouldn’t do otherwise.”

Alex, a mum from Nailsea, said:

“Getting the kids used to the bus at this age is great for getting them ready to use it on their own later. They’ll need their independence… It’s the environment aspect of it too. Its keeping cars off the road and we don’t have to worry about parking. The girls were really impressed with the green buses too.”

Councillor Sarah Warren, Bath & North East Somerset Council’s Deputy Leader and Cabinet Member for Sustainable Bath and North East Somerset, said:

“Kids Go Free has been a huge success here in Bath & North East Somerset and the wider region, helping families save money and making it easier for children and young people to get out and enjoy everything our area has to offer. Over the summer, we saw thousands of extra journeys on local buses, reducing car use and cutting emissions while supporting our high streets and attractions. This initiative demonstrates how sustainable travel can deliver real benefits for residents, businesses and the environment.”

Councillor Tony Dyer, Leader of Bristol City Council, said:

“It’s fantastic to see how families and young people across the region have benefited from this positive initiative from Helen, her team, and our regional partners. It also illustrates the latent demand for public transport, demand that can be unlocked if we are able to positively intervene to provide affordable transport offers.

“Transport costs remain a significant barrier for many families wanting to explore our city and region, particularly during the summer holidays, so it’s vital that we do everything we can to remove these obstacles. These figures highlight just how transformative forward-thinking initiatives like this can be for families and young people.

“I look forward to continuing our work with the Mayoral Combined Authority to create even more opportunities to improve mobility across Bristol and the wider region, especially through active travel and public transport, which remain key to our vision for the city.”

Councillor Mike Bell, Leader of North Somerset Council, said:

“Giving young people the freedom to travel independently this summer has genuinely eased pressure on families at a time when it was needed most. At the same time, we’re helping a new generation grow up confident and comfortable using public transport. The legacy of this initiative will stretch far beyond the summer, shaping long-term travel habits, strengthening the links between our towns and villages, and supporting a future where cleaner, greener transport is the natural choice.”

Kathryn Davis, CEO of Visit West, said:

“Enabling local families as well as those visiting the region to make the most of free kids travel has ensured that more people to enjoy days out, making the most of our cultural, heritage and visitor attractions, as well as events and festivals and our parks and gardens. The biggest beneficiaries of visitor spend are our high streets – retail and food and drink operators – and so whether on a day out from home or as part of a visit to the UK, that investment is supporting services for local residents.”

Kids Go Free this summer was funded by around £1 million of the £13.5 million Bus Grant funding secured from the Department for Transport by the West of England Mayoral Combined Authority.

Kate, a mum from Bath, said:

‘’The girls were far more engaged than when we’re in the car, they were talking all the way.”

Julie, a grandmother from Longwell Green, said:

“The big thing they remember is going on the bus. Talking to the kids about what we did in the summer and the one thing they keep saying is that they loved the bus trips. It was fun, every time it was a rush to get upstairs and to hopefully sit at the front. I normally stay downstairs, we saw a lot more of the surrounding area from the top deck.”

Donna, a mum from Keynsham, said:

“We’ve been to Bath shopping, Bristol Millenium Square, ZaZa Bazaar. Lots of things. Got the bus to the train station when we went on holiday. It makes a big difference with five kids. Three of them are covered by the scheme… With Kids Go Free, the kids can go out and do more, which we wouldn’t do otherwise.”

Sarah, a grandmother from Redland, said:

“We particularly love the new green buses, they are fantastic. So clean and smart, lovely lighting. My seven-year-old grandson Noah refused to get on one bus that came because it wasn’t one of the green buses.”

Charlotte, a mum from Barton Hill, said:

“We have had such a brilliant time this summer. We’ve been to Thornbury, Weston-super-Mare, Portishead, absolutely all over the place. We’ve done the Gromit Trail, been swimming, had so much fun.”

Chris, a grandparent from Fishponds, said:

“Trips to Weston, Bristol Rovers football match, shopping trips, independent days out for my grandchild. We couldn’t have done all of them if we had had to pay the fares. It would have added costs that we couldn’t afford.”

Carol, a grandmother from South Gloucestershire, said:

“I think it’s a brilliant idea. There were lots more families on the bus. I think it made more people take trips, especially if they had two or more children. It was nice for me to save a bit of money. My grandchildren enjoyed travelling back to their home on the bus. It is an important skill to learn. Was so pleased that I could take my grandchildren out for free. I have taken them to swimming and other local trips and we invited another family to travel with us because the children were free.”

Ishani, a mum from Knowle, said:

“We have used the scheme a lot this summer. Normally we would leave the kids with a friend while we come to the shopping malls and Cribbs Causeway… But this summer we have been able to have more time together as a family and all go out together, it’s really nice.”

Original press release by the West of England Mayoral Combined Authority