Event Recap: Smart Travel Across Norwich and Norfolk Hackathon
On Tuesday 21 October 2025, Norwich Business Improvement District (BID) and Norfolk County Council hosted the Smart Travel Across Norwich and Norfolk Hackathon.
The event brought together participants from local authorities, businesses and academia to explore how smarter travel could be designed and delivered across the city and county. The aim was to generate realistic, scalable ideas to improve multi-modal connectivity, sustainability, and accessibility in the region, while supporting Norfolk’s wider Net Zero ambitions.
Setting the Scene
The morning began with short presentations that framed the challenge of creating a smarter, greener, and more connected county.
Kurt Frary, Head of IT and Chief Technical Officer at Norfolk County Council, encouraged participants to think beyond individual transport modes and focus on seamless multi-modal travel where buses, trains, walking, cycling, scooters, taxis and car clubs can all connect through real-time, personalised information.
Jeremy Wiggin, Head of Sustainable Transport at Norfolk County Council, outlined current council initiatives that have been implemented such as live bus departure boards, QR code signage and the Travel Norfolk journey planner. While progress has been made, he noted that congestion and public opposition to infrastructure changes remain key challenges, asking whether a “carrot or stick” approach will be most effective in changing behaviour, or a combination of the two.
David Dekker, Founder of The Relatience Company, explored how Artificial Intelligence and Large Language Models can support faster and safer policy formulation. He explained how focusing AI on specific policy tasks helps limit errors, while stressing the importance of trusted data, human oversight and legal responsibility in all applications.
Martin Blackwell, Head of Development at Norwich BID, highlighted the link between mobility, city vitality and citizen experience. He introduced the GROW model (Goal – Reality – Options – Way Forward) as a framework, helping teams keep their ideas practical, human-centred and focused on clear outcomes.
Afternoon Presentations
In the afternoon, hackathon teams presented their solutions, each designed to make travel across Norwich and Norfolk smarter, greener and more connected. The presentations highlighted how technology, creativity and local insight can work together to deliver accessible and inclusive travel for everyone.
Team 1: Travelify
Travelify proposed an AI-driven journey planning app that adapts to user preferences, describing it as “Spotify for travel.” The system would tailor routes based on factors such as weather or accessibility, integrating real-time data, costs and travel updates into one simple interface. By removing the friction of planning, Travelify aims to make sustainable travel easy and intuitive.
Team 2: GO:NR
GO:NR tackled the fragmentation of transport information. The team’s app would allow users to search, plan, book and pay for journeys across all transport modes in one place. With filters such as fastest, cheapest, greenest and most accessible, the system would empower users to choose what matters most to them. Accessibility was central to the concept, reflecting the needs of the 21 percent of Norwich residents who identify as having a disability.
Team 3: We’re With You
The We’re With You team presented a multi-channel travel support system to take the Travel Norfolk brand further. Their inclusive design would combine a website, mobile app, public information displays and an AI-assisted phone line to make information accessible to all, including those less confident online. A universal travel card and reward system would encourage engagement, while user feedback would help improve services.
Team 4: Smart Stops
Smart Stops reimagined bus stops as community hubs. Drawing on a survey of 12,000 young people who cited better transport and safety as top priorities, the team proposed solar-powered, Wi-Fi-enabled shelters with lighting, greenery and real-time information. Their “Adopt a Stop” idea would invite schools, charities and local businesses to sponsor or co-manage stops, turning them into shared community spaces that promote pride and safety.
Team 5: Loop
The Loop team explored how travel and local business could work hand in hand. Their proposed app would reward sustainable travel choices through themed “loops” such as Dayloop or Nightloop, connecting users with local shops, restaurants and venues. Travellers could earn rewards for walking, cycling or using public transport, redeeming them as discounts or travel credits. The concept showed how mobility can also drive economic activity and community engagement.
Team 6: Travel Happier
Travel Happier proposed a county-wide “mobility census” that would capture both quantitative and emotional data about travel behaviour. The project would blend journey statistics with satisfaction scores to build a richer understanding of how and why people travel. These insights could then guide investment and service planning, helping to create systems that people genuinely want to use.
Team 7: The Hoppers
The final presentation, from The Hoppers, focused on rural mobility. Their “Hop & Share” platform would allow residents to share taxi journeys, split costs and book flexible transport across the county. By linking local operators through one app, the service would improve connectivity for those without cars and reduce single-occupancy trips. The team positioned the idea as an inclusive, practical solution for rural communities.
Celebrating Innovation
Judges Willem Frederik Metzelaar of EIT Urban Mobility and Jane James of Norfolk County Council praised the creativity and collaboration shown throughout the day.
Third place went to Loop, recognised for linking local business with sustainable travel. Second place went to Smart Stops, commended for its fresh approach to infrastructure and community engagement. The overall winner was We’re With You, celebrated for its inclusivity, accessibility and potential to build upon the existing Travel Norfolk platform.
The hackathon demonstrated the power of collaboration to drive sustainable innovation. From AI-assisted journey planning to community-led infrastructure, the ideas shared will help shape a future where travel across the region is smarter, fairer and more connected.
Photo credits: Conner McKee