The solution refers to the creation of a new type of Public Transport card or ticket that incorporates in its price the entrance cost in activities or spaces, such as events, athletic games, Museums, cultural activities: festivals, concerts, etc. This combined ticket/card comprises a new ‘product’ of added value since it simplifies the purchasing process for the customers/passengers, increases the visibility of both the travel and the other services and may encourage this way the usage of Public Transport instead of other transport modes.

There is a big potential of the development of this concept, particularly in European cities that comprise major tourist destinations (attractions, poles of interest, etc.) and entertainment centres for tourists and visitors (Puhe M., et. al., 2014). Although the concept is usually implemented with low technology (e.g. with traditional paper tickets without the need of collecting users’ data), the existence of a smart ticketing (e-ticket) system could enable the easier integration of complementary services, other than transport related ones (e.g. possibility to enter a museum) into cards of multiple services, known also as ‘destination cards’ or ‘welcome cards’ (Puhe M., et. al., 2014). Up until now, there is a lack of many wide-scale applications and co-operation models between the various key stakeholders (Puhe M., et. al., 2014).

The innovative solution/measure is presented through the analytical description of an indicative case example, known as the ‘Salzburg Card’. This card is a tourist card offering combined admission to Salzburg’s museums and public transport at a competitive price. It is available online and at the city’s tourist information offices, ticket offices, hotels and airport. The initiative was launched in 1995 and is still in operation (Weiß, 2012). The basic Salzburg Card offers pricing options as per the duration of the card (24, 48, 72 hours) and the passenger age group (adult, child). Indicatively, an adult card of a 24 hour duration costs 24 Euros and grants unrestricted admission to all the city’s sights (about 30 museums, historical buildings, zoos, etc) and public transport services, as well as discounts in concerts and City Tours. The ‘Salzburg All Inclusive’ package combines the above offering along with accommodation options in some of the city’s hotels. The standard offering in this package is two nights’ accommodation with a 48 hour Salzburg Card at a cost of €139 per person. Since its introduction the number of sold cards increased steadily (Weiß, 2012). No other detailed information is available about the success rate of the innovation. It is expected, however, that the most important benefit of this innovation is the attraction of more customers at a low cost. This innovation may have caused an increase in the number of the journeys performed or the distances travelled with an increasing effect on the amount of energy consumed.

Under certain conditions (cities with simple and streamlined administrative structures) can implement this innovation at a relatively limited cost.