TRANSDEV – which operates Keighley Bus Company – has teamed-up with Welcome to Yorkshire for a major initiative designed to help rejuvenate tourism as lockdown restrictions ease.

The campaign will include a drive to promote the bus to walkers as a means of exploring the region this summer – and encouraging people to leave their cars at home to combat traffic congestion and pollution.

Efforts will support Welcome to Yorkshire’s Walkshire project, which is publicising a different walk every day throughout the year to showcase what the county offers.

There are also special plans for Yorkshire Day on August 1 and a ‘Tour de Walkshire’ fundraising event in aid of cancer research.

Transdev chief executive officer, Alex Hornby, said: “We’re excited about this partnership as we see great potential for the bus to play a leading role at the heart of a revived visitor economy in Yorkshire.

“Our two organisations share a passion for all things Yorkshire and with our combined expertise we know we can make a huge difference to the restart of tourism, benefitting hundreds of businesses and supporting jobs in a sector which has been through so much in the last 12 months.

“We know that people currently can’t travel with us for non-essential reasons, but with the predicted end of travel restrictions not far away we’re already preparing to welcome visitors back – restoring normal timetables and adding many more journeys so everyone can travel in comfort and safety.

“Many people have been longing to return to Yorkshire’s cities and countryside and we can take them there without all the damage that queues of cars bring with them.”

Welcome to Yorkshire’s chief executive, James Mason, applauds the partnership.

He said: “This is a great time for us to work hand-in-hand with Transdev to promote clean and safe travel to many of the most beautiful and inspiring places across our magnificent county.

“The pandemic has brought a time to reflect on the importance of health and wellbeing and so as we look to move beyond the current restrictions, there can be no better moment to promote walking in Yorkshire to the world.

“When travel restrictions are lifted, Transdev’s buses will once again offer an easy and accessible way to reach and enjoy the historic landmarks of our cities and Yorkshire’s glorious scenery.”