This year’s EUROPEANMOBILITYWEEK saw Estonia having its most successful campaign yet, with nine cities participating. Following this, we spoke with Triinu Tirmaste and Merlin Rehema, the National Coordinators there, to learn a bit more about their activities and experiences.

In this interview, they discuss their personal journeys in mobility, share highlights from this year’s campaign and outline their priorities for expanding and improving EUROPEANMOBILITYWEEK in Estonia in the years to come.

Could you tell us about your backgrounds and how you became involved in EUROPEAN MOBILITY WEEK?

Triinu: I’m originally from a small town called Viljandi. Even as a child, walking or cycling everywhere, whether to school, the store, or sports practice, was completely normal for me. When I moved to Tallinn for university, I noticed that many people preferred cars, which made me curious about transport habits. I studied logistics and transport planning, focusing on sustainable mobility later in my studies, and then worked for seven years as a public transport specialist for Tallinn City Government. Almost two years ago, I joined the Ministry of Climate, which allows me to look at mobility from a national and European perspective. Coordinating EUROPEANMOBILITYWEEK has been one of the most inspiring parts of my work.

Merlin: I’m from Tartu, another city where walking was part of everyday life. My background is in environmental protection and urban management, focusing on liveable cities and sustainable mobility. I’ve been involved in mobility studies and urban planning for over a decade. Before joining the Ministry this year, I participated in EUROPEANMOBILITYWEEK activities from the city level, which gave me great insight into how the campaign works on the ground. Being able to coordinate nationally is exciting because it bridges local and national efforts, creating a real feedback loop.

You share the role of national coordinators - how does this partnership work in practice?

Triinu: I see many advantages. I like to discuss ideas before taking action, and having Merlin alongside me doubles the ideas and perspectives we bring.

Merlin: Exactly. Our slightly different backgrounds give us different strengths. It means we can cover more ground, divide responsibilities during busy periods and ensure there’s always someone available to focus on EUROPEANMOBILITYWEEK. It’s a really complementary partnership.

How would you reflect on this year’s campaign in Estonia? Were there any highlights?

Triinu: It was a fantastic year. We had nine participating municipalities, which is a new record. Tartu and Pärnu stood out for planning full weeks of activities. Tartu included walking tours with cultural elements, while Pärnu focused on children - engaging schools directly. A real highlight for me was the small municipality of Tapa. They organised activities for every school and kindergarten in the area, from helmet checks to traffic and railway safety lessons, and even bicycle rides. Their initiative was completely self-driven, showing that even small towns can have a big impact.

Merlin: It was inspiring to see cities take ownership. Even without much direct guidance from us, local coordinators were motivated and creative. This shows the importance of having passionate individuals in the right roles. One motivated person can really drive engagement across a city or municipality.

How do you engage cities and municipalities to participate, and are there differences between larger and smaller places?

Triinu: Each spring we host an online information session, inviting all municipalities to join. After that, we stay in touch with those who express interest. Often, participation starts simply with willingness and then enthusiasm grows from there.

Merlin: In smaller municipalities, first-time participants may start cautiously with just one or two activities, which is fine. Larger cities sometimes struggle with complex activities, like car-free days. But overall, motivation and resource allocation matter more than size. The right people in the right positions can make participation happen, regardless of city size.

Mobility Week 2025’s theme was ‘Mobility for Everyone.’ How was this reflected in activities across Estonia?

Triinu: While not all municipalities explicitly communicated the theme, many activities naturally aligned with it. Some offered free public transport during EUROPEANMOBILITYWEEK or a Car-Free Day, and others implemented shared space solutions.

Merlin: The concept of ‘Mobility for Everyone’, at least within Estonia, is still relatively new. Activities often focused on children, one of the most important user groups. Even simple initiatives can demonstrate inclusivity, and many cities approached it in ways that improved mobility options for all residents.

Looking ahead, what are your priorities and goals for next year’s Mobility Week in Estonia?

Triinu: Our main goal is to involve even more municipalities and organisations, aiming to reach at least ten participants next year.

Merlin: I’d like to focus on including smaller and more remote municipalities. Simple, easy-to-implement activities can still make a big difference and we want to help municipalities showcase improvements made throughout the year, such as new cycling lanes or public transport adjustments. EUROPEANMOBILITYWEEK doesn’t have to be about large-scale events and activities - small, thoughtful actions can also have a lasting impact.

Triinu Tirmaste and Merlin Rehema work for Estonia’s Ministry of Climate, where they focus on sustainable mobility and urban planning. Triinu has been the EUROPEANMOBILITYWEEK National Coordinator for Estonia since 2023, while Merlin started in this role earlier this year.

Learn more about EUROPEANMOBILITYWEEK in Estonia on the national website, here.

EUROPEANMOBILITYWEEK was present at Urban Mobility Days 2025 (Vilnius, 30 September - 2 October). The conference gathered 800 policymakers, planners and mobility experts in person to exchange on key European urban mobility policy issues, with each of the three days dedicated to urban nodes, cycling and public transport, alongside the cross-cutting topics of competitiveness, innovation, and tourism.

During the opening plenary, Magda Kopczyńska, Director-General for Mobility and Transport at the European Commission, shared the EUROPEANMOBILITYWEEK video clip on this year’s theme ‘Mobility for Everyone’. This helped draw attention to the Commission’s policy objective of addressing transport poverty with sustainable urban mobility options that are available, accessible, affordable, inclusive and safe; and ensuring that public transport, walking and cycling are fair options for everyone.

The European Commission's progress report on the European Declaration on Cycling was presented during the cycling plenary session on “unlocking the potential of urban cycling: from policy to practice”.

Anastasiia Makarenko, Co-Coordinator of the #BikesForUkraine campaign in Ukraine, then addressed the cycling plenary with a request for more bicycles, as a reliable mobility option for towns and villages where the road or public transport network is destroyed; or to bring some joy to children affected by Russia’s war of aggression.

To learn more about the #BikesForUkraine campaign and how best to support them, visit their official website, here. 

Otherwise, the EUROPEANMOBILITYWEEK stand in the exhibition area was very popular with mobility experts, city representatives and students alike, and served as a meeting point for the campaign national coordinators who attended the conference. EUROPEANMOBILITYWEEK Coordinator Juan Caballero also moderated a session on adopting an integrated approach to public transport, land use and housing policies.

Ahead of EUROPEANMOBILITYWEEK 2025, we sat down with Julia Wadoux, Policy Manager on Healthy Ageing and Accessibility at AGE Platform Europe, to talk about this year’s campaign theme: Mobility for Everyone. Our conversation explored what this means in practice, particularly when it comes to ensuring that older adults are meaningfully included in local mobility planning. 

 
Could you briefly describe what AGE Platform Europe does, and what inspired you to work in this field?

AGE Platform Europe is an umbrella organisation made up of groups that represent and support older people across Europe. We currently have around 100 member organisations covering almost all EU countries. At the heart of our mission is the belief that everyone should be able to enjoy their rights throughout their lifetime. That is our starting point. It means addressing age discrimination, also known more broadly as ageism. From there, our work spans a wide range of issues, including employment, pension, digital-inclusion, social participation, and accessibility in transport. These projects help us deepen our impact and stay connected with developments on the ground.

I joined AGE Platform Europe 15 years ago. I’ve long been passionate about politics and policymaking, especially when it comes to social policy. That’s what initially led me to work in the health sector. Eventually, this focus brought me to AGE Platform Europe, where I’ve been ever since. The intersection of EU policymaking and social issues continues to be what motivates me most. 
 
What are the main challenges older people face when it comes to transport accessibility, both locally and across Europe? 

There are several challenges, many of which aren’t entirely unique to older people, but affect them in specific ways. First, there’s the question of accessibility, especially in terms of physical, cognitive, or sensory impairments. Such barriers affect many people, but it’s worth remembering that most people with disabilities today are older people. This fact is not always visible in public discourse, but it’s critical when we talk about inclusive transport. Next, affordability remains a key issue. Many older people struggle with limited pension income.  

Particularly in rural areas, availability can be an important factor. Public transport is often limited or non-existent, making it difficult for older people to remain mobile and connected. Even in cities, some suburban or peri-urban areas still lack adequate services. These in-between zones are often overlooked in transport planning.

There is also the growing challenge of digitalisation. More and more transport systems require digital access - whether it’s to get information, book a ticket, or make a payment. This shift creates serious barriers for people who are not digitally connected or confident. The lack of a physical service point, or the ability to speak to a real person or pay with cash, is a major concern raised by many of our members.

What’s striking is that none of these issues are new. In the 15 years I’ve worked at AGE, they’ve remained consistent. And they were all raised again in the presentations made during the EUROPEANMOBILITYWEEK Annual Workshops. These are long-standing challenges, and they still require action. 
 
A lot of the issues you mention tie into the concept of transport poverty, which was also the focus of the EUROPEANMOBILITYWEEK Annual Workshops. How do you see the term, and does it fully capture the range of mobility challenges faced by older people? 
 
I feel like the term, “transport poverty”, tends to be interpreted mostly as an issue of affordability, which is crucial, but transport poverty actually encompasses much more than that.

That’s why I think the EUROPEANMOBILITYWEEK’s theme of “Mobility for Everyone” is powerful. It captures the multiple dimensions of mobility challenges across different groups of people and it frames the issue in a positive, inclusive way. It opens up conversations rather than putting people into a corner where they feel blamed or overlooked. 
 
You mentioned digitalisation as a long-standing issue for older people. Have you seen any good examples where municipalities have successfully tackled this challenge to make life easier for older residents? 

It’s important to note that digitalisation isn’t only a challenge for older people - it’s a much broader issue. Studies on transport and access to essential services show that people of all ages face difficulties because of digitalisation. There’s a common assumption that the problem will disappear as younger generations become the majority, but I’m not convinced. New technologies keep evolving, with different applications and tools, so there’s always a risk people will be left behind.

Accessibility is also key here. For example, people with disabilities may be excluded if digital tools aren’t designed properly. I live in Brussels, where public transport users have several ways to buy tickets and get information, which works quite well. Sometimes it’s the small things that cause problems however, like ticket machines at bus stops that are placed where the sun shines directly on the screen, making it impossible to read. Design oversights like these highlight how important it is to find thoughtful solutions that work for everyone. 
 
What practical steps can cities take to improve public transport accessibility for older people and other users who may struggle with digital tools? 

Some municipalities offer training sessions to help users navigate the public transport system. These involve, for instance, showing them how the system works, how to use ticket machines and how to operate apps. This kind of educational support can be really helpful in encouraging more people to use public transport.  

It must also be remembered that having the option to interact with a real person, who can provide help and up-to-date information, is crucial for many. We understand the pressure on public transport budgets and staffing, but investing in personal support can enhance safety and reassurance, making people feel more confident to travel.  
 
 
Finally, from the perspective of this year’s theme, Mobility for Everyone, we’d love to inspire more cities to get involved. If you were a policymaker or working in a municipality and wanted to take some immediate steps to improve mobility for older people where would you begin? 

The accessibility of information is absolutely critical - and it’s often underestimated. Making sure that systems are simple and intuitive helps not just older people, but a wide range of users: children who can’t yet read, people with low literacy, those who don’t speak the local language and individuals with cognitive or learning disabilities.

A good exercise is to approach the city through the lens of a newcomer - can they easily understand how to navigate the system, buy a ticket, or find their way? In cities where this is done well, it makes a difference. Clear and accessible information, such as through signage, maps and in-vehicle displays, can encourage more people to use public transport and help them feel confident and independent when doing so.

Another important aspect is the environment around transport. We often talk about the vehicles and services themselves, but forget what it takes to actually reach them. For older people in particular, having sufficient benches along walking routes or at stops can be essential, as well as accessible public toilets.

Local authorities should consider the entire journey holistically - from door to door. It’s about more than just transport; making the entire environment truly accessible and inclusive. 

To find out more about AGE Platform Europe visit their website here or follow them on their LinkedIn page. 

During the recent National Coordinator’s meeting in Bologna, EUROPEANMOBILITYWEEK had the chance to meet with Chiara Girotti, Head of Urban Transformations & Cycling within the Sustainable Mobility & Infrastructure Department, part of Bologna’s Public Works, Green & Mobility Office. Chiara was part of the team whose efforts earned Bologna the 2024 EUROPEANMOBILITYWEEK Award.

In this interview, she shares insights into Bologna’s recent initiatives, the challenges of transforming urban public space, and what this year’s theme, ‘Mobility for Everyone’, means for the future of the city. 

 
Tell us about your role in the city and how you became involved with EUROPEANMOBILITYWEEK. 
 
I work as an architect for the City of Bologna, focusing on urban mobility planning. Before that, I spent 20 years in the city’s Urban Planning Office. Over time, my expertise and interest shifted toward sustainable mobility. I eventually took on the coordination of the municipal cycling initiatives, such as Bike to School, and became more involved in shaping Bologna’s urban mobility strategy.

My involvement with EUROPEANMOBILITYWEEK began in 2022. Cycling was becoming a key part of Bologna’s mobility policy, with participation growing year by year. That same year, we introduced our first official Bike Day to celebrate and promote cycling. Given the success of these efforts, I took on the responsibility of managing the city's EUROPEANMOBILITYWEEK activities, and I’ve continued in that role ever since. 
 
Congratulations to Bologna for winning the 2024 EUROPEANMOBILITYWEEK Award. What does this recognition mean for the city?  
 
Thank you, we are incredibly proud! For us, this award is more than a prize; it’s a confirmation that Bologna is undergoing real change. People’s mindsets are shifting. They are asking for a city that prioritises people over cars, with more room for walking and cycling.

Making the award finalist video helped us envision that transformation and see the potential of a more liveable Bologna. Right now, we’re in the middle of major tramline construction, which is demanding and complex. In this way, winning the award feels like a much-needed energy boost during a very intense period. Ultimately, it reminds us that the effort is worth it. 
 
What do you think made the city stand out? Were there any specific activities or initiatives that played a key role? 
 
I wouldn’t say Bologna excels in one single area. We are not aiming to be “the best” at any one thing. What sets us apart is our ability to collaborate across sectors. We find that having such a multi-sectoral approach, taking into account the diverse needs of people living, working and visiting the city, can make a real difference.

To support this, we’ve created strong partnerships between the municipality and the metropolitan area, and also between departments internally. For example, I work closely with the education sector to develop school mobility programmes. It’s a more challenging way to work, but it enables us to engage a much wider range of people and build more meaningful change. 
 
One of the initiatives you introduced was Bologna Città 30 (City 30), reducing speed limits in many areas of the city to 30 km/h. How did residents respond? Were there challenges in implementing it? 
 
Of course, the loudest voices often came from those who opposed the measure, but I believe there were also many people in favour. When a public opinion poll was carried out, most respondents supported the traffic calming measures.

As I’ve already mentioned, there’s a growing demand for a more liveable, people-centred city. Bologna Città 30 is not just about speed limits. It’s part of a larger effort to rethink how the city functions and to create safer, healthier and more enjoyable spaces for everyone. 
 
Another important activity taking place in Bologna last year was the ‘Zone T’ initiative. What is this initiative, and what impact has it had on the city centre? 
   
Zone T refers to three major streets in Bologna’s city centre where all motor vehicles - including buses - are prohibited on weekends. Although the initiative was launched about ten years ago, it remains one of our most impactful policies.

At first, there was considerable resistance, particularly from local retailers who were concerned about access to their shops. But over time, it proved to be a great success. Today, the area is a thriving, pedestrian-friendly zone where people come to shop, stroll and enjoy the city in a much more relaxed and comfortable environment. 
 
This year’s theme is ‘Mobility for Everyone’. Has this theme inspired any activities or ideas in Bologna? 
 
While we don’t have all the details finalised yet, the municipality recently approved a plan aiming to remove physical and social barriers within the city. This plan will initially focus on a few key streets as pilot areas. What’s interesting is that we have a consulting team, led by a kind of diversity manager, who is helping us understand and visualise a universally designed city. We’re working closely with this team, and their input will likely help shape the activities for this year’s EUROPEANMOBILITYWEEK. 

Find out more about Bologna’s award-winning activities on the EUROPEANMOBILITYWEEK Award page, here. 

EUROPEANMOBILITYWEEK recently sat down with Kathryn Bulanowski, project manager at the European Passengers’ Federation (EPF), to discuss this year’s campaign theme Mobility for Everyone and see how cities can ensure that their mobility solutions work for all.

The EPF is a nonprofit umbrella association of passenger organisations across Europe that advocates for the rights and interests of public transport users. The organisation was established over 20 years ago, working to tackle transport poverty and improve the quality, accessibility and sustainability of passenger transport. 
 

First of all, tell us about yourself and what you like about working at the European Passengers’ Federation?

I've been a project manager at EPF for four years. I was drawn to working at EPF because I wanted to do something useful, both with and for people. I like that it’s all about improving public transport, as I use public transport myself all the time. This is what drives me the most – that the role really relates to my own interests.  

What do you think is the best way to make sure that mobility services cater for everyone? 

At the EPF, we advocate for a universal design approach, so that a service or tool, like an app, for example, can cater for everyone’s needs. It can sometimes be difficult to balance the needs of different user groups, so universal design helps to accommodate as many people as possible rather than creating a specialised service that addresses the specific needs of a specific group only. Universal design is a win-win approach because operators potentially have more people using the service and, in turn, more people benefit from the service.

I heard of an example recently from one of our members. She pointed out that you must consider how a design affects all groups - because a solution that might meet the needs of one group could actually affect another group negatively. She gave a specific example of UK zebra crossings being replaced with more colourful designs, with the goal of preventing pedestrian casualties. Many organisations, however, raised safety concerns because of their impact on people with, for example, a visual or sensory impairment. As a result, they had to change the zebra crossings back to black-and-white. This is why universal design is so beneficial, because then you avoid this type of challenge. 

What does the 2025 EUROPEANMOBILITYWEEK campaign theme, ‘Mobility for Everyone’, mean to you?

For me, very simply, it means that anyone can travel without barriers, regardless of their personal circumstances. This includes when they wish to travel and where they want to go, and how they wish to get there. 
I'm glad that this is the topic of this year's campaign, because it’s such a very important topic. I am curious to see what participating cities will come up with because previous annual themes have been quite creative and fun. I think this year will be no different.

 
During your presentation (at the European Mobility Week annual workshops) you spoke about Mobility as a Right. How does this fit in? 

I really like the idea behind Mobility as a Right (MaaR). This concept, from the EU Horizon project UPPER, states that everyone should be able to go wherever they want, whenever they wish to travel. Everyone needs affordable, reliable public transport that allows them to access work, education, healthcare and other essential services. EPF fully supports the MaaR concept, because a lack of access to public transport can mean that people are excluded from fully participating in society. 

For cities or organisations that are unsure where to start with the theme of Mobility for Everyone, what would you recommend as some easy first steps? 

Reach out to citizens and actively engage with them! For example, you can ask people on the street, ‘how did you travel here today?’ or ‘what mode did you take and why?’ Like this, you are essentially finding out directly what kind of challenges they face and then building solutions around these challenges. In general, our transport system needs to place a greater focus on end-users – including vulnerable groups who may be at risk of transport poverty. Therefore, it’s important to listen to and understand the barriers people face and the needs they have, as this can help create more meaningful services. 

It could also be interesting to select a specific factor that contributes towards transport poverty and then brainstorm on how to tackle it. Transport adequacy, for example, where it’s important to improve unsafe travel conditions and remove barriers like uneven paving, obstacles, steps, etc. Or think about affordability and try to eliminate the burden of high costs. Finally, I think it’s useful for cities to also check out what is happening in other cities. There are so many nice examples that others can learn from or replicate. 

 
Learn more about the European Passengers’ Federation on their website here or follow them on their LinkedIn page.