The scheme, from the Mayor of the West Midlands, delivered in partnership with all bus operators across the region, hopes to encourage people to leave the cars at home and avoid the stress and expense of driving and parking during the busy holiday period.

Richard Parker, Mayor of the West Midlands and West Midlands Combined Authority chair, said: “From day one, I said that making the bus network better for the people of the West Midlands was one of my top priorities and this offer shows we, in partnership with our bus operators, are taking this challenge seriously by being the only region in the country taking these exciting steps to make a difference.

“So many of us will be heading out for parties, meals, stage shows and late-night shopping trips this Christmas. But it can be an expensive time of year, and I hope this free travel offer can help people save a few pounds, make their money go further and see the benefit of travelling by bus while visiting their local high streets and enjoying what our region has to offer this festive season.”

Staff from TfWM and National Express West Midlands will be on hand at key city centre locations to help customers and make sure the scheme runs smoothly during the week.

The free weekday bus travel scheme is expected to drive a 30% increase in bus passenger journeys. The success of the scheme will be monitored to explore the potential for similar initiatives in the future.