The city of Funchal has developed a lot during recent years in its waterfront area on the West side, where the terrain is not as rough as other parts of the city and where most hotels are located. New buildings for residential and tourist use have been built, and new leisure areas are arising making this area one of the most pleasant in all the Island. These trends have been emerging hand in hand with an increase in traffic, which was necessary to curb. The Green Line as a high frequency bus line was planned in the context of MIMOSA to supply a tourist and residential area with a well-planned high-performance service. Its implementation in a highly strategic urban area in Funchal was stimulated by new and integrated mobility thinking.
The main objectives of the measure were thus to:
- Promote public transport use;
- Provide high environmental, safety and accessibility standards; and
- Reduce private car traffic in the target area.
The new bus line intends to demonstrate the effects of a high-quality public transport service in a tourist area and provide a national and European model that can serve as an example elsewhere. The Green Line is integrated in the city’s wider efforts to provide better pedestrian, cycling and bus access to the key tourist parts of the city. The European Regional Development Fund (ERDF) supports this measure as an essential step for regional sustainable development.
Another important activity implemented was the Tourist Kit, which gives the opportunity to the tourists to receive a public transport ticket in the hotel. This package has started as an auxiliary action to support the Green Line and promote public transport in hotels. But it turned out to be one of the most important and more interesting features of this measure, creating breakthroughs in terms of nurturing green and responsible mobility habits.
The Tourist Kit action is in line with European Action Plan for Urban Mobility (COM, 2009, 490), a document where the Commission stresses the importance of public-private partnerships.