1. Implementing Transport Mobility Management (TMM) in Abu Dhabi
A Sustainable Travel Program for Abu Dhabi
Mohamed Jama Mohamed
Specialist - Transportation Mobility
Abu Dhabi Department of Transport
Suhaib Al Marzouqi
Section Head - TMM
ECOMM May 2014, Florence, Italy

2. 1
Presentation Outline
To share the experience and lessons learnt from Abu Dhabi, UAE in terms of:
Developing a Mobility Management Strategy
Implementing Mobility Management initiatives in a car dominant city with specific climatic and cultural characteristics

3. 2
DEFINITIONS
Transport Mobility Management (TMM), also called Smarter Travel, Smarter Choices or Transport Demand Management, is the application of policies and strategies to reduce travel demand and encourage mode shift to more sustainable forms of transport’.
A TMM plan (also referred to as travel plan) is an action plan for an organisation such as a business or school. It analyses travel behaviour to and from the site and outlines actions for the organisation to reduce the mode share of single occupancy car travel.

4. 3
SOME FACTS ABOUT ABU DHABI
Largest Emirate in UAE (includes UAE Capital City)
Area of 67,340 km²
2.3m population with (600k living in Capital City)
Very hot weather (temperatures can reach 48°C in Summer)
One of the worlds fastest growing Cities
Major Multi-Cultural City (approx. 60 different nationalities)
Arab Cultural hub

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BRIEF BACKGROUND AND INTRODUCTION
The need for TMM in Abu Dhabi
Emirate of Abu Dhabi
Forecasted population increase over the next years
Forecasted significant increase in the number of trips in Abu Dhabi
Major public transport infrastructure
The need to change travel behavior and achieve mode-shift
Vision to make Abu Dhabi a world class sustainable city
Rapid growth of population (overall 35% between )
Major development growth
Increase in car ownership and number of trips
Increase in congestion and parking issues

6. Note: Excludes Al Ain and Western Region5
BRIEF BACKGROUND AND INTRODUCTION
Source: ADP
Note: Excludes Al Ain and Western Region

7. Overall Goals 6 KEY OBJECTIVES TMM started 2011-2012 in Abu Dhabi
The identification and realisation of more sustainable travel options in line with the Surface Transport Master Plan (STMP) 2030.
Overall Goals
Encourage a change of attitude & behaviour towards sustainable modes
Establish framework for organisation specific TMM plans
Increase the economic efficiency of the network
Facilitate a more efficient use of infrastructure
Reduce traffic growth and congestion

8. Benchmarking Methodology7
REVIEW OF INTERNATIONAL BEST PRACTICE IN
MOBILITY MANAGEMENT
Benchmarking Methodology
Identification of long list of benchmarks cities / case studies – variety of social, cultural & geographic contexts
Scoring – examples of good practice plus applicability to Abu Dhabi
After reviewing 35 cities, Identified a short list of 5 benchmark cities - based on highest scores
Detailed review of short listed benchmark cities
Identification of key lessons learnt for Abu Dhabi

9. Key measures/Initiatives8
INTERNATIONAL BEST PRACTICE SHORTLISTED/BENCHMARK CITIES
Benchmark City
Key measures/Initiatives
Key achievements
Curitiba, Brazil
Extensive PT Network (incl. BRT)
Marketing Campaigns
Strong political will and leadership;
Control of urban growth with PT infrastructure
Reducing the overall need to travel.
75% of commuters now use public transport
28% of BRT riders previously travelled by car
Seattle, USA
Promotional campaigns (Way to Go, Seattle! And 1 less car )
Parking policy and development control policies
High Occupancy Vehicle lanes
BikeSmart to promote cycling
Promotion of Proximate Commuting - a TDM strategy to reduce trip lengths.
Public transport improvements
in 3 years, PT ridership increased by 22%.
Ireland
Smarter Travel: A Sustainable Transport Future Strategy
National Cycle Policy Framework
Sustainable Development Strategy
National Climate Change Strategy
Smarter Travel Workplaces programme
Green Schools Programme
Car Sharing programme
The Smarter Travel Fund.
Some organisations reduced car mode share to 13% through TMM plans
Green Schools programme between 2008 and 2010 showed, a 43% increase in walking and a 25% increase in cycling.
London, UK
TMM is part of Mayor‘s Transport Strategy
Sustainable Travel Demonstration Towns
Local Sustainable Transport Fund - £560m ( )
Car free campaigns (In Town, Without Mr Car! / Car Free Day)
Cycling Demonstration Towns
Smarter Travel areas
Travel plans for developments
Car-sharing database tool and Journey planner
The first 2 cycle superhighways have seen a 100% increase in cyclists
10 % increase in PT share for smarter travel areas
Dubai, UAE
Dubai Strategic Plan 2015
Dedicated Mobility Management Resources from RTA
Transport Mobility Management Awards
School Transport Services
Dubai Public Transport Day
Wojhati (Journey Planner) and Seyarati (Car-sharing website)
On Public Transport Day there is a 39% increase in metro ridership.
Dubai Awards for Sustainable transport

10. KEY LESSONS LEARNT FROM BENCHMARKING9
KEY LESSONS LEARNT FROM BENCHMARKING
Development of a strong, comprehensive policy framework is a primary driver for effective transport mobility management
Balance approach is more successful
(Incentives Vs. Enforcement)
Integration of land-use and transport planning policies is key in facilitating on-going sustainable development
Development of TMM Measures

11. Emirate-wide Sustainability Group meetings/presentations 10
STAKEHOLDER ENGAGEMENT
Department of Transport
ADAC
Abu Dhabi National Energy Company
Standard Chartered
ADNEC
Environment Agency Abu Dhabi
Ambulatory Healthcare Services (SEHA)
Yas Marina Circuit
National Bank of Abu Dhabi
Abu Dhabi University
Al Dhafra School
Al Yasmina School
Choueifat School
Technical Steering Committee (ITP, BO, PT)
Bus Office Division
Stakeholder Management
Aviation Sector
ITP Division
Al Ain STMP Team
RUC Team
ST Policy Team
Maritime Sector
PR & C Division
Public Transport Division
Public Transport PMC
Main Roads Division
Freight Division
EHS Division
Internal
LARGE NUMBER OF INTERNAL STAKEHOLDERS
Etihad Airways
Tourism Authority
Council for Economic Development
Chamber of commerce and Industry
HAAD
DMA
UPC
ADEC
Masdar
Aldar
Al Ain Municipality
Al Gharbia Municipality
Abu Dhabi Municipality
TransAD
ADACH
ADSG
National Hotels Com
External
30 + EXTERNAL ORGANISATIONS
Workshops
3 Internal workshops
3 External stakeholder workshops
(Focus on pilot organisations and overarching strategy)
Emirate-wide Sustainability Group meetings/presentations
1-2-1 stakeholder meetings

12. KEY MESSAGES FROM STAKEHOLDER WORKSHOPS11
KEY MESSAGES FROM STAKEHOLDER WORKSHOPS
Local culture is the most important perceived barrier to the adoption of TMM principles
Practical problems associated with the use of sustainable modes of travel e.g. climate, local dress
Perceived lack of sustainable travel infrastructure e.g. dedicated cycling paths
Calls for a balanced approach to TMM – incentives as well as constraints
Stakeholder engagement vital to the success of TMM.
Use of forums, where organisations can share early experiences of TMM

13. PILOT ORGANISATIONS 12 Workplace Travel focused Organisation:
7 Orgs, including 2 Government Entities, 2 Banks, Energy Firm, Airport Company & Health service provider
Visitor/Tourism Travel focused Organizations
2 Orgs
Educational Travel Focused institutions:
1 University
3 Schools

14. CLASSIFICATION OF TRAVEL MODES {Sustainable Vs. Unsustainable}13
CLASSIFICATION OF TRAVEL MODES {Sustainable Vs. Unsustainable}
Sustainable:
Use of public/private bus
Car sharing (driver or passenger)
Working from home
Walking
Cycling
Taxi
Unsustainable:
Single occupancy car use
Motorbike (Depending on type and size)

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TRAVEL SURVEY RESULTS

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DEVELOPMENT OF APPLICABLE TMM MEASURES
To identify specific measures/initiatives for the individual pilot Organisations TMM plans and over-arching strategy that can be taken forward as part of the TMM program.

17. DEVELOPMENT OF MEASURES & SOLUTIONS FOR EACH PILOT ORGANISATION16
DEVELOPMENT OF MEASURES & SOLUTIONS FOR EACH PILOT ORGANISATION
Measures to take forward classified as short term or long term.
Each measure was given an ‘R’ rating based on:
Reduce (4 points)
Re-mode (3 points)
Re-time (2 points)
Re-route (1 points)
The level of government support required to implement each measure was identified using a *star rating (0 to 3 stars).
Measures chosen were then incorporated into the relevant organisation’s TMM plan.

18. Flexible working / Smarter working practices; 17
SHORTLISTED MEASURES
Flexible working / Smarter working practices;
TMM plans for large Organisations;
Awareness – marketing & branding;
Funding for sustainable schemes;
Car-based schemes e.g. Car sharing/pooling;
Public transport e.g. shuttle bus services;
Walking / cycling e.g. cycle training;
Land-use / spatial planning

19. ANALYSING THE POTENTIAL IMPACT OF TMM18
ANALYSING THE POTENTIAL IMPACT OF TMM
Objective was to assess the impacts of a range of shortlisted measures using the strategic transport model; and
Assessment of wider impacts through high level calculations and other relevant techniques.
focus on traffic reduction.
2015
AM PEAK
2030
18K Trips
50% TMM coverage can potentially give 5% trip reduction across Abu Dhabi Island
The greater the coverage of TMM, the higher the reduction in trips.
50% TMM coverage shows 4% trip reduction in Abu Dhabi CBD
80% TMM coverage can potentially give 8% trip reduction
43K Trips
The greater the coverage of TMM, the higher the reduction in trips.

20. OTHER ANALYSIS RESULTS19
OTHER ANALYSIS RESULTS
Compressed working could reduce trips per fortnight by over 0.5 million by 2030 (230,000 by 2015);
Car sharing could reduce daily CO2 emissions by 70,000kg by (34,000kg by 2015);
Company buses could reduce daily CO2 emissions by over 300,000 by 2030 (over 150,000kg by 2015);
The modelling confirmed that the greatest impact can be achieved on Abu Dhabi Island.
More could be achieved through:
Combining soft and hard measures
Intensified application of TMM
Large coverage of TMM plans

21. POLICIES AND REGULATIONS20
POLICIES AND REGULATIONS
Reviewed all existing policies and legislation
Areas where policies should be amended include:
Law on car-pooling
Flexible working policy
Mandatory TMM plans for large organisations and new developments

22. Objective: 5 Main Focus areas FINAL TMM STRATEGY AND IMPLEMENTATION21
FINAL TMM STRATEGY AND IMPLEMENTATION
PROGRAM
Objective:
To draw together conclusions and lessons learnt from the study and pilots to develop an overarching TMM strategy of how the DoT should take TMM forward.
5 Main Focus areas
Workplace Travel Planning
Educational site Travel Planning
Visitor/Tourism site Travel Planning
New Development Travel Planning
TMM Marketing and Communication Strategy
Targets set for
2015,
2020
2030

23. SOME IMPLEMENTATED & ONGOING INITIATIVES22
SOME IMPLEMENTATED & ONGOING INITIATIVES
Carpooling website and Campaign
Cycling Campaigns
Flexible working policies
Park & Ride
Staff Shuttle Bus Services

24. SOME IMPLEMENTATED & ONGOING INITIATIVES23
SOME IMPLEMENTATED & ONGOING INITIATIVES
Incentives for sustainable travel
New development Travel Planning
Events Travel Planning
Smarter working practices
Promoting school bus transport
Awareness campaigns

25. CONCLUSION AND NEXT STEPS24
CONCLUSION AND NEXT STEPS
Focus on “soft” measures to reduce travel demand and encourage mode shift to more sustainable modes of Transport.
Helps reduce the problems of traffic congestion and pollution
TMM reduces the CO2 and other emissions that result from ever increasing use of personal motorised transport,
TMM strategy offers a unique opportunity to take forward TMM from its foundations
Opportunity to contribute to shaping the future direction of the Emirate of Abu Dhabi towards a more sustainable future.
Brings about associated benefits such as Environmental, Health, Economic and Social benefits – an opportunity to create a long-lasting impact
TMM is applicable to Abu Dhabi and other cities with similar characteristics
Context based application that is relevant to the region with its specific climatic and cultural characteristics.
Further monitoring and research will be necessary to understand the impact of Mobility Management in Abu Dhabi over coming years,

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