The proposed scale and nature of development in the urban centres in Cornwall up to 2016 could result in significant growth in traffic levels without appropriate land use planning to reduce the need to travel, and adequate investment in the transport network. This will be essential to ensure a reduction in potential future traffic generation and to control congestion across the highway network local to each urban area.

The appropriate location of new development, and the provision of associated good quality local facilities in close proximity to residential and employment areas, is fundamental to reducing the need to travel in the first instance. To support this approach, an Integrated Transport Strategy is proposed for each of the seven main urban centres defined in Section 3.4.4 of the LTP2. The implemented strategy needs to be based on a ‘carrot and stick’ approach, moving away from 'predict and provide', by not simply allowing congestion to increase to a level that it automatically deters the use of the motorcar, as this will impact particularly on economic regeneration and air

Each strategy will comprise a tailored package selected from the measures set out in Figure 1.1. These will:

• expanding travel options;
• influencing travel behaviour; and
• managing the highway network.

The measures will contribute to the LTP2 transport aims 1,3, 4 and 5:

• Improve access to key services and facilities in Cornwall.
• Reduce the growth of traffic congestion and related air pollution and improve public transport in Cornwall.
• Provide and maintain an integrated transport network that contributes towards the development of a vibrant and successful Cornish economy and regeneration.
• Reduce the impact of transport on Cornwall's natural, historic and built environment.