Northern has set out a new long-term ridership strategy which aims to boost annual train journeys across the North of England by 30 million before 2030. The programme, known as 30 by 30, focuses on driving sustainable growth in passenger numbers through better performance, improved ticketing options and stronger integration with other transport modes.

The operator believes that demand for rail travel is continuing to rise, supported by post-pandemic records in both journeys and revenue. Its plan identifies three core drivers behind the projected increase: organic growth of around 10 million journeys; a further 10 million generated through its performance target of 90% punctuality with fewer than 2% cancellations – known internally as the ‘90/2’ ambition; and another 10 million journeys supported by measures such as Pay As You Go ticketing, multi-modal connections and upgrades to regional routes.

Northern says these interventions will make rail a more dependable option for everyday travel and will support wider economic development across the region. The improvements are intended to align with the objectives of local transport bodies, city-region authorities and national plans shaping the future of Great British Railways.

Alex Hornby, Commercial and Customer Director for Northern, said:

“Our vision for 30 by 30 is rooted in confidence and user research. Our data shows that the demand for rail travel is greater than ever, and with improved performance, better value and greater convenience, we can make rail the natural choice for even more people and how they travel across the North. This is a growth plan with purpose. It is customer-led, and we aim to deliver it alongside our stakeholder partners. It aligns closely with local ambitions, the region’s economic goals and national transport strategy.”

Northern reports customer satisfaction levels above the national average and says its services continue to play a vital role in connecting people with employment, education and leisure opportunities. The strategy also highlights that the company is not waiting for industry reform before pursuing growth, but is instead taking proactive steps to build a more reliable and customer-focused railway.

Image: Northern