Changes to the way buses are run across Tyneside and Wearside could boost passenger numbers by 12%, a transport group is claiming.
More bus-only lanes are planned under the scheme
The Confederation of Passenger Transport (CPT) said bus operators and local authorities should combine their expertise by working together.
The group also calls for increased frequency and improved waiting areas.
It is believed these moves could reduce car journeys in the region by almost two million a year.
The CPT is the trade association for bus, coach, light rail and metro operators.
Its report, Moving Forward: New Opportunities, New Passengers, was released on Thursday.
This revealed that significant improvements could be achieved through a partnership approach rather than organisations working in isolation.
It also found that increasing the frequency of buses, decreasing bus journey times through reduced congestion, improving service punctuality and reliability and improving passenger waiting areas would increase passenger numbers by 12%.
Simon Posner, the chief executive of CPT, said: "Bus operators have an entrepreneurial spirit and expertise in product development, pricing and marketing, and local authorities have skills in management of their public assets and infrastructure.
"When these are combined, our bus services succeed in putting passengers first."