New Government Strategy Highlights the Importance of Walking, Wheeling and Cycling

The UK Government has published its Third Cycling and Walking Investment Strategy (CWIS3), setting out an ambitious vision for active travel over the next decade. The strategy aims to make walking, wheeling and cycling safe, easy and accessible choices for everyone, with a target that 55% of all short journeys in towns and cities will be walked or cycled by 2035. It also seeks to increase the number of children actively travelling to school, with a goal of 60% of 5 to 16-year-olds regularly walking or cycling to school by 2035.

The strategy recognises that safe, convenient and coherent networks are essential if walking, wheeling and cycling are to become everyday travel choices. However, it also notes that infrastructure alone is not enough; people need to be able to understand their local network, navigate it confidently and trust that routes connect effectively beyond local boundaries. This is where clear mapping and wayfinding can play an important supporting role.

At Pindar Creative, we support these objectives through our specialist mapping and wayfinding services. Clear, accessible maps help people discover routes, understand local connections and navigate confidently, making active travel a healthier and more environmentally friendly option for everyday journeys.

A recent example is our work for Visit Otley's new wayfinding totems, for which we designed a bespoke map to help people navigate the town centre and discover key attractions, amenities and walking routes. By integrating mapping into the wider wayfinding scheme, the project makes it easier for residents and visitors to explore Otley on foot and supports a more connected, walkable environment.

We have also worked with EPIKS to create a new map for its Walk, Wheel, Ride project, designed to help residents and visitors explore active travel routes and make sustainable journeys more easily. The map provides clear, user-friendly information that encourages people to choose walking, wheeling and cycling for local journeys.

As local authorities, destinations and transport planners work towards the goals set out in CWIS3, mapping and wayfinding will continue to play an important role in creating connected communities and encouraging healthier, more sustainable travel habits.