According to survey data, 82% of young people are willing to choose more sustainable modes of transportation, especially if public transport becomes faster, more reliable, and more affordable. Therefore, the Ministry of Transport (MoT) is launching the informational and educational campaign “The Greener You Travel, the Further You’ll Go!” to promote sustainable changes in young people's mobility habits and to demonstrate how investments from European Union funds are already laying the foundation for a greener and more convenient Latvia.
“Youth engagement plays a crucial and decisive role not only in shaping their own transportation culture but also in the development of the transport sector. We have developed this campaign to encourage everyone to recognize why it is worth changing their travel habits and to show how the support of EU funds is already creating the basis for a modern, convenient, and environmentally friendly transport system. Our goal is to help make sustainable mobility a part of everyday life,” emphasizes Elīna Šimiņa-Neverovska, Deputy State Secretary of the MoT.
The goal of the campaign “The Greener You Travel, the Further You’ll Go!” is to promote changes in young people's daily mobility and highlight that traveling by public transport, bicycle, or on foot is not only a contribution to a cleaner environment but also financially advantageous and sustainable. Over the course of six months, young people will have the opportunity to participate in contests, engage in activities on social media and in the media, as well as take part in events at educational institutions.
As part of the campaign, the research agency “Norstat” conducted a survey in April 2025, involving 1349 respondents, 12% of whom were between 18 and 29 years of age. In this age group, 61% stated that they most often travel on foot in their daily lives, 42% use public transport, and 7% prefer electric scooters, skateboards, or other micromobility devices. At the same time, 60% believe that travel would be more convenient if public transport were faster and operated more frequently. Additionally, 48% indicated that lower ticket prices would encourage the choice of more environmentally friendly transportation methods, 32% emphasized the need for better connections outside major cities, and 23% would like to see more modern and accessible public transport. Meanwhile, 26% specifically highlighted the importance of accessible and safe cycling infrastructure.
Financial support from the European Union funds and the Recovery Fund allows for the implementation and planning of large-scale projects in the transport sector—from the purchase of new electric trains and the construction of passenger-friendly platforms to the expansion of environmentally friendly public transport fleets and the development of cycling infrastructure. These investments help Latvia gradually reduce carbon emissions from transport while also promoting modern career opportunities for future transport sector professionals. Without co-financing from the European Union funds, the implementation of such projects within a short timeframe would not be possible.
The campaign “The Greener You Travel, the Further You’ll Go!” is being carried out with the support of co-financing from European Union funds.
