Bus usage has fallen since the Covid-19 pandemic. By March 2025, 1.9 billion journeys were made on local buses in England outside of London – about 93% of pre-pandemic levels.
The Campaign for Better Transport has said rural areas are still suffering from fewer bus routes and called for the replacement of “lost services”.
Marrianne Garbutt, the managing director of Brylaine, said the August scheme was “really important” to a rural county where people had to travel long distances.
Her firm was also allowing young people aged 12 to 15 to travel free and unaccompanied, providing they could show proof of age.
“Anything we can do to give teenagers independence in a rural county, we’re going to do it,” she said.
“It gives young people the opportunity to see their friends and it’s saving them a lot of money.”
Other firms taking part in the Lincolnshire area include Stagecoach and PC Coaches of Lincoln.