Barry, C.J.Robertson, E.J.Lakay, M.Collins, R.2025-10-232025-10-232025http://hdl.handle.net/2263/104843Papers presented virtually at the 43rd International Southern African Transport Conference on 07 - 10 July 2025.This paper reflects on the decade-long journey of GO GEORGE, a public transport service introduced to the city of George, South Africa, in 2014. Over the past ten years, GO GEORGE has revolutionized the way people move within the city, offering an accessible, reliable and affordable service to a majority population who are captive to public transport, and an attractive alternative to private transport users. This paper traces the origins of the service, key milestones, challenges faced and its broader impact on the city’s socio-economic landscape. Before the implementation of GO GEORGE, public transport provision in George was, like so many local municipalities and metros in South Africa, facing major challenges and together with other reforms, formal public transport improvement was considered to be catalytic in achieving the national transport vision by creating more liveable environments, rejuvenating blighted areas, densifying corridors, and improve access of marginalised communities to opportunities. GO GEORGE was therefore believed to be the mechanism to move George towards a more inclusive city by transforming the minibus taxi industry into a formal public transport service that meets the needs of its citizens. The paper delves into the operational advancements achieved through the integration of modern technology, community engagement, and policy support. The paper examines valuable insights into managing stakeholder relationships, reflecting on the transformation journey of the taxi industry and strategies to enhance operational resilience. Using qualitative and quantitative data, the paper examines the success of GO GEORGE in improving mobility, enhancing inclusivity for marginalized communities and reducing environmental impacts. As the service celebrates a decade of operations, this paper highlights lessons learned and identifies critical areas for improvement. Ultimately, the paper aims to provide a roadmap for other towns and cities looking to adopt or enhance similar public transport systems in the Southern African context.15 pagesPDFSouthern African Transport Conference 2025Public transport servicesUrban mobilityTransport integrationArticle