The STREAM project aimed more specifically at traffic related to tourism and recreation, also using these sectors of transportation demand as an opportunity for awareness raising about sustainable mobility in general.

Because of its growing importance and its growing energy consumption, tourism and recreation related traffic is an important target for mobility management. But this sector of transportation demand also offers inherent opportunities for more successful mobility management. Recreation and tourism, especially in open areas, are activities in which the quality of the environment at the destination adds to the quality of leisure time spent. In this context, people are more receptive to ideas about reducing motorised traffic, not only because they see the short time effect in the visited environment (traffic jams, noise, emissions) but also because of the emotional link between recreation and a clean environment. In other words: the recreational environment removes barriers for the promotion of 'soft mobility'.

STREAM establishes a strong link between, on the one hand, campaigning for behaviour change towards sustainable mobility and, on the other hand, quality of tourism and recreation. Mottos of STREAM were:

'If you come to enjoy a natural environment, why not use also more "natural" means to travel?'

or

'If you cycle for leisure, why not try it out in everyday life?'

The project had two main objectives:

1. (short term objective) to promote sustainable mobility TO and IN specific recreational and touristic areas, creating a link between 'soft recreation' and 'soft mobility';
2. (objective on a longer term) to use recreation and tourism as circumstances in which you can more easily raise awareness about the necessity of greener mobility, even in everyday life. For example why would 'cycling tourists' not use the bicycle to go to work, thus extending recreation to every day life?