National Express West Midlands (NXWM) has seen a 12% increase in journeys by young people as a result of introducing half-price travel for under-18s and low-fare zones.
The fare-busting initiatives, delivered through the West Midlands Bus Alliance, are seeing the region buck the national trend of falling passenger numbers and rising fares.
Last year half-price travel was extended to all 16-18-year-olds, benefitting up to 105,000 apprentices, students, trainees and those in work.
There has also been good growth in passenger numbers in Walsall and Dudley following the launch of low fare zones, in which a standard cash daysaver ticket costs £3.50 instead of £4.60.
The first zone in Sandwell and Dudley brought an extra 4,000 journeys a day on NXWM buses alone.
