30/09/2026
Community group launches successful rural bus service
This case study from Ullswater in the Lake District shows how a local non profit community group managed to launch a new rural bus service (Ullswater Bus or UB) in 2023 funded by a blend of ticket income, grants and local business pledges. It serves popular areas that did not have a commercial bus service back in 2023. The group SITU (Sustainable and Integrated Transport for Ullswater) partnered with Stagecoach who provided the vehicles and operated the bus. In 2023 the service started as a pilot with a single 16 seat minibus which only ran at weekends and bank holidays from July to October. The success of the pilot, carrying over 1,100 passengers, led SITU to continue it, extending the service each year and, in 2026, adding a second bus over 139 days of operation.
Passenger numbers for UB service have grown year on year, with over 12,000 passengers in 2026, replacing an estimated 2,000 car journeys. The fare income has also increased. There is still a significant amount of funding from local businesses who underwrite the service, who presumably see the local economic benefits of having a better local bus service. While the fare income does not cover the amount it costs to run it, the local social and economic benefits are likely to be far more than the cost. In addition, SITU helped to fund a new weekend Stagecoach service in 2024 that links the valley with the nearby towns of Penrith and Keswick. Demand was such that Stagecoach adopted the service commercially in 2025, and in 2026 decided to run it daily throughout the Easter to October season, without any further contribution from SITU.
This case study demonstrates that there is significant repressed demand for bus services in rural areas – and when a bus service is provided which links where people are, with where they want to go, the response can be very positive, and in some cases services can become commercially viable. It shouldn’t be left to community organisations to have to go to such lengths to demonstrate this, but SITU should be congratulated for their tremendous efforts and achievement.