Worldwide, strategies are being adopted to facilitate safe and sustainable transport solutions
encouraging active transport (i.e. walking/cycling to go from place to place). However, there is a lack
of evidence-based experimental research about which specific street characteristics are important
to create safe and attractive walking and cycling environments. Therefore, the current research
project uses an innovative cost-effective experimental approach to identify critical environmental
street characteristics influencing the safety and appeal to walk or cycle for transport by
manipulations of virtual reality 3D walk/cycle through environments. We will conduct experimental
studies to determine which environmental manipulations are essential to create (1) safe and (2)
attractive environments for walking and cycling for transport among children and older adults based
on quantitative, qualitative and objective eye tracking data. The results of this project will provide
valuable insights into the potential contribution of virtual 3D visualization to urban planning projects
and will give ready-made advice to local or regional authorities for the development of walk and
cycle friendly environments.