ITS UK and our partners at DigData have launched a major new national skills initiative designed to inspire the next generation into data and digital careers in the transport sector.

What is Project ROUTE?

Project ROUTE is a new collaboration between ITS UK and DigData, an organisation dedicated to guiding young people towards rewarding careers in data.

The initiative aims to reach 10,000 students across the UK, provide 5,000 online and in-person work experience opportunities, and create 100 high-quality industry placements. In doing so, Project ROUTE seeks to help tackle the growing digital skills gap – a challenge estimated to cost the UK economy £63 billion each year.

As transport undergoes rapid digital transformation, driven by advances in AI, automation, connectivity and real-time data, the sector faces increasing demand for data-literate professionals. Project ROUTE has been designed to strengthen the talent pipeline by raising awareness of digital careers early and creating clear, accessible routes into the industry.

The programme will deliver a mix of online career challenges, onsite “data days”, classroom-ready teaching resources and sector-led events. Activities will be tailored to engage students from primary school through to post-secondary education.

Backed by Government

The initiative has been endorsed by the Department for Transport and is now seeking additional industry partners ahead of full programme ‘go live’ in September 2026.

As Lilian Greenwood MP, Minister for Local Transport, said: “This is a brilliant initiative that will open the door for more young people to explore rewarding, meaningful careers in transport technology.

“Strong digital skills are vital for navigating the challenges and opportunities in the transport sector. It’s encouraging to see industry stepping up with a programme that supports more young people into work, strengthens the sector, and boosts the economy.”

The initiative builds on the success of National Highways’ Digital Labs programme, supported by Arup, Amey and Kainos, which engaged 3,000 students across more than 700 schools, colleges and universities. Project ROUTE will scale this model nationally as well as broadening its scope to cover all modes of transport.

Launched at the ITS UK Annual Conference

Project ROUTE was announced at the ITS UK Annual Conference at Interchange in Manchester.

Speaking at the Conference, Max Sugarman, Chief Executive at ITS UK, said: “We know that a shortage in digital and data skills is one of the most pressing concerns for our members and the wider transport technology industry.

“AI, automation and new technology are set to radically change the way we travel – but if we don’t have the skilled workforce ready to support these innovations, we simply won’t succeed. We’re extremely excited to be working with DigData and our industry and government partners to deliver Project ROUTE – and to start getting the message to students about the fantastic careers available in digital transport.”

Rachel Keane, Chief Data Inspirer, DigData, added: “We are incredibly excited to be working alongside the transport sector on Project ROUTE, with the aim of broadening visibility of the exciting, rewarding and truly impactful careers available right across the UK.

“Transport touches every single person’s life, yet many young people are unaware of the breadth of digital and data-driven opportunities within it. This initiative will help give the sector an energised, forward-thinking and innovative new generation of talent, ready to shape the future.”

Support from the industry

Project ROUTE launches with strong industry backing. The first year of the programme will be led by Arup, with support from Platinum Partner Amey.

Ryan Hood, Digital Highways Leader at Arup and Chair of Project ROUTE, said: “The UK transport system is undergoing a profound digital transformation, driven by data, AI and connected technologies. But technology alone won’t deliver change – we need talent with the skills, confidence and curiosity to apply it.

“Project ROUTE directly supports the ambitions set out in the Transport Data Strategy, the Transport AI Action Plan and wider Government plans, helping to build the long-term capability our sector urgently requires.

“By reaching 10,000 students and delivering thousands of meaningful work experience opportunities, we’re opening doors to careers that are purposeful, innovative and accessible to young people from all backgrounds.

“Having seen the impact we made through the National Highways Dig Data initiative, I know this ambition is stretching – but absolutely achievable. I’m proud that Arup is taking a leading role in this programme, helping to scale a proven model nationally across all transport modes.”

Joe Collis, Head of Profession – Advisory, Amey and Vice Chair, Project ROUTE, said “Project ROUTE represents exactly the kind of collaborative, future‑focused initiative our sector needs. We’re delighted to support ITS UK and work alongside DfT, Arup and partners across the transport sector to help strengthen digital and data capabilities nationwide.

“We’re proud to play our part in a programme that opens doors, builds confidence and creates meaningful opportunities for individuals to grow their digital and data skills. As Vice Chair, Amey is committed to championing the programme and ensuring it delivers real, practical impact for the industry while empowering people from all backgrounds to thrive and contribute to a more connected, innovative transport sector.”

Get involved

We are looking for Partners to support the initiative. Check out the Partner Pack here and get in touch below!