SWSAL is delivering Smart and Integrated Ticketing throughout the South West of England.

SWSAL is a 'not for profit', public/private Company, limited by guarantee and formed in October 2010. It is jointly owned by the Fifteen Highway Authorities and Seventeen Public Transport Operators in the South West.

It's key aims are:

• to deliver Smart and Integrated Ticketing throughout the South West
• to improve the passenger experience
• to assist economic growth
• to reduce carbon

SWSAL was launched in Exeter on 8th October 2010 by Rt Hon Norman Baker MP, Parliamentary Under Secretary of State for Transport

He said at the launch: "A big part of why I wanted to be here at this Launch is the way that South West Smart Applications Ltd has approached the challenge of implementing Smart Ticketing - by working with local partners and taking on responsibility for the quality of transport in their area. It is at local level that most can be done to change patterns of behaviour and encourage more sustainable travel in ways that also stimulate economic growth. The Government wants to encourage 'localism' in a whole range of policy areas and I am keen to push this forward in my department. "