Development of the Draft 2041 Regional Transportation Plan: GTHA Regional Traveller Personas and the Residents’ Reference Panel

By 2041 the Greater Toronto and Hamilton Area (GTHA) will be home to over 10 million people, all of whom travel around the region by different modes, at different times of day and have different lifestyles. Accommodating all these different types of travellers was a challenge Metrolinx embraced as we started to draft the next Regional Transportation Plan (RTP). The Draft 2041 Regional Transportation Plan (Draft Plan) is an update to the Big Move, the GTHAs first regional transportation plan, released in 2008, which takes a people centered planning approach. Two tactics, the GTHA Regional Traveller Personas and the Residents’ Reference Panel set the stage and helped shape the people centred direction of the Draft Plan. Both strategies allowed Metrolinx to tests the policies, programs and directions against the views and needs of GTHA residents. Through in person sessions with the Residents’ Reference Panel and the focus groups and surveys used to develop the GTHA Traveller Personas, Metrolinx gathered a wealth of data related to the attitudes, values, and priorities for the people of the GTHA. The two tactics are not limited in their use to the Draft Plan. Following the development of the GTHA Regional Traveller Personas Metrolinx held several sessions with Metrolinx Staff, Senior Management, and municipal partners who saw the value in this work. Municipalities have also seen the value in this work and are starting to look into developing their own personas to better understand their local residents and users of their transportation system. The Residents’ Reference Panel has attracted attention up to the Metrolinx Board of Directors as a valuable resource for planning and by external partners as a clear voice for the needs of GTHA residents’. The results of the panel and persona work have been shared with our partners and all levels at Metrolinx, and used to inform Metrolinx marketing campaigns and business development, in addition to feeding into the Draft 2041 Regional Transportation Plan.


  • English

Media Info

  • Media Type: Web
  • Pagination: 1 PDF file, 266 KB, 12p.
  • Monograph Title: TAC 2018: Innovation and Technology: Evolving Transportation - 2018 Conference and Exhibition of the Transportation Association of Canada

Subject/Index Terms

Filing Info

  • Accession Number: 01683280
  • Record Type: Publication
  • Source Agency: Transportation Association of Canada (TAC)
  • Files: ITRD, TAC
  • Created Date: Oct 16 2018 2:04PM