Bus operators will continue to receive funding support from Staffordshire County Council for another six months – on the condition they take steps to attract passengers back on board.

The authority does not run bus services but it has been topping up Government subsidies paid to operators affected by the Covid-19 pandemic.

On Wednesday (March 16) cabinet members agreed to extend support, following the Department for Transport's announcement that Covid subsidies for bus operators will be extended from April until the end of September.

But companies will be required to maintain existing commercial bus service levels and demonstrate how they are taking steps to increase passenger numbers.

Councillor Mark Deaville said: "At Staffordshire County Council we are extremely limited in how we can influence commercial services. However what's certain is the viability of local the commercial bus network in Staffordshire is still extremely uncertain.

"Passenger levels, together with revenue generation, have not grown as per initial forecasts. This restricted growth has certainly not been helped by the Omicron variant and the Plan B restrictions which were introduced in autumn 2021.

"We're therefore proposing to extend Government support for a further six months, as a top up to other Government grants, whilst bus operators promote their services to try to encourage the return of passengers.

"Like other industries, it's by no means certain that passenger numbers will return to pre-pandemic levels. And bus companies have certainly got a big part to play in rebuilding their patronage rates.

"There are many commercial bus operators in Staffordshire and without continued financial support there's no guarantee whatsoever that networks can be maintained at pre-Covid levels. There are practicalities to consider, yet what is crystal-clear is that without this Government grant for the next six months the local bus network in Staffordshire will reduce further, possibly leaving communities without a bus service."

Council leader Alan White urged bus operators to use the next six months to consider ideas for boosting passenger numbers.

Councillor Ian Parry said: "Clearly there is that reduction in passenger demand but I think there's also a threat to operators due to the cost of fuel. That also brings an opportunity to encourage more people to use public transport and leave their cars at home as a cheaper alternative.

"There's a marketing strategy there in the making for bus operators and hopefully doesn't require us or public subsidy for them to get their head around that opportunity and perhaps make that more of a reality."

Councillor Philip White said: "We do the things we can to help out in lots of different areas and this is one of them. We've kept our concessionary spend on bus passes for the elderly and people with disabilities at the full £7m we paid out before the pandemic despite their usage going down about 25%.

"These proposals are absolutely right and proper. But fundamentally it's up to bus operators to make their services attractive to people to use and it's up to people to get back on the buses."

Councillor Julia Jessel said: "I think it is going to be a real test of bus operators as to whether they can innovate and market their services. The one thing I'm very glad to see within the recommendations is that they will be asked to demonstrate how they will rebuild that patronage.

"I know in rural areas people complain that there aren't more bus services and bus services do get cancelled. You either use it or you lose it.

"Unfortunately a lot of bus services have got to that critical position where they're no longer convenient for people. People don't want to get on a bus and have to spend four or five hours in Lichfield because that's when the return bus comes.

"It isn't an easy situation. There are people who rely on bus services and bus companies have really got to have a totally different approach."