Meet the BUS2BUS Advisory Board: Iris Hegemann

Buses are an integral part of tourism in Germany, whether for city breaks, cultural trips or regional gourmet tours. They connect places, people and experiences, thus contributing significantly to the development of sustainable and socially equitable tourism. Iris Hegemann, Head of Cooperation & Industry Topics at the German Tourism Association (DTV), sits on the BUS2BUS Advisory Board, promoting the closer integration of tourism and mobility.

1. In your opinion, what developments are currently having the greatest impact on the bus and mobility industry?

We are currently experiencing a transformation that goes far beyond technological innovation. The bus and mobility industry is in a phase where we should be considering not only how we move people, but also why. Sustainability, digitalisation and new travel habits are changing the industry, but we should not forget the purpose of travel and its potential. It's also about experiences, participation, and quality of life.

Artificial intelligence, autonomous driving and new drive technologies will visibly transform our mobility. At the same time, climate change is challenging us to rethink mobility in bold, climate-friendly ways. In rural areas in particular, much remains to be done to ensure that mobility is accessible to all.

One guiding principle in particular stays with me: ‘Mobility is a human ride.’ Mobility is a human concern. It creates opportunities, connects people and holds our society together. Therefore, the future of mobility is not only defined by technology, but also by our attitude: how do we want to live, travel and interact with each other?

2. What role does sustainability play in your work environment and what opportunities do you see for the industry?

At the DTV, sustainability is not just a project, it's an attitude – and one that has been firmly established for decades. As early as the 1980s, we provided important impetus through competitions to encourage environmentally friendly travel development. These competitions now form the basis for sustainable tourism in Germany.

Buses play a central role in this, being climate-friendly, socially just and inclusive. In rural areas, they provide access to experiences and opportunities for many people, while in urban areas, they are an essential part of efficient transport networks.

To me, sustainable tourism means more than just reducing CO₂ emissions. It's about quality of life, social justice, and economic stability. Mobility is an integral part of the travel experience, not just a logistical consideration. Sustainability is not about sacrifice; it is a promise to guests, regions and future generations.

3. What are your expectations for BUS2BUS 2026 – which topics should the industry focus on discussing there?

I would like to see a platform that facilitates genuine exchange, inspiration and the development of concrete solutions. Topics that are important to me are digital services, infrastructure and financing, particularly in rural areas, as well as new models of cooperation with the tourism industry.

Trade fairs such as BUS2BUS offer opportunities for experiences, personal encounters and fresh inspiration. Today's visitors don't just want to listen; they want to participate and be inspired. The days of purely frontal lectures are over.

That's why I hope to see formats that encourage dialogue and generate ideas, as well as providing concrete tools and practical solutions.

4. Is there a bus experience that has particularly stuck in your memory?

Yes, I took a night bus to Vienna, which I originally chose only because the night train was fully booked. I was pleasantly surprised by this trip: there was plenty of space, it was quiet and peaceful, the journey was smooth and I arrived feeling relaxed. In the end, the bus was actually the more comfortable choice for my travel time.

What I found particularly interesting was the reaction of those around me: many asked in amazement whether it had been uncomfortable. Yet no one asks such questions after a long-haul flight, even though the seating, peace and flexibility are often much more limited. I found this difference in perception remarkable — and, to be honest, somewhat unfair.

This experience showed me how our perception of different modes of transport is so strongly shaped by narratives, and how important it is to highlight the positive aspects of each one.

5. If you didn't work in the mobility industry, what other field could you see yourself working in?

I see myself primarily as a person who works in tourism – that's where I feel at home professionally. Thankfully, tourism is a cross-sector industry that considers many interests and connects stakeholders. My passion clearly lies in mobility. The interface work, where ideas are networked, perspectives are brought together, and framework conditions are designed, is what makes my job so appealing.

The challenge is that you really need to have staying power. Progress is often slow, and I would like to see more tangible and visible successes more quickly. That's certainly different in other industries. For example, a new building complex is currently being constructed in the immediate vicinity of the DTV office – a huge construction project where you can see the progress every day and know exactly when it will be finished. That must be great and very satisfying. Sometimes I wish for something like that in our industry, too.

However, I know that my strengths lie in design, networking and forward thinking. I'm here to turn ideas into systems, facilitate cooperation and initiate strategic developments, especially at the interface with mobility in tourism.

6. What role does the bus play in sustainable tourism – and how can it help to better connect regions?

The bus plays a special role in sustainable tourism, providing a level of connectivity that many other modes of transport cannot offer. A bus journey connects not only places, but also people, experiences and value chains, including hotels, restaurants and cultural and leisure facilities. It opens up regions, facilitates encounters, and generates visible economic activity, particularly away from popular tourist destinations. This is why I am more interested in how we can activate the potential of buses even more effectively than in the question of whether they can connect regions better. This requires a better understanding of the respective perspectives and interests. Bus tour operators work in a business- and market-oriented manner, while destinations strive for sustainable destination management. We must take these different 'DNAs' and motivations seriously and bring them together.

What we need are genuine spaces for dialogue. Spaces where we not only present our views, but also develop a shared understanding and listen to and learn from each other. Traditional 'round tables' often do not suffice for this purpose – the focus here is often on balanced representation of interests, and the actual goal is quickly lost sight of. We therefore need formats that enable new perspectives and lead us to joint solutions. The 'Zukunft Nahverkehr' (Future Local Transport) initiative's exciting concept, 'Denkraum 25' (Thinking Space 25), shows that we need new spaces to create a new awareness. We have a wealth of knowledge, but struggle to implement it – we must find a way out of this dilemma. Learning from each other is definitely encouraged.