Translink will launch a range of discount tickets this week in a bid to bring more people to Belfast over the festive period.
The public transport firm will introduce Metro and Glider day tickets from £2 as well as midnight departures on coach, bus and rail services to increase footfall in the city in the wake of the Primark fire in August.
Translink Group chief executive Chris Conway said: "With traders offering so much choice coupled with all the city festivities, public transport is a convenient, great value and hassle-free way of travelling into and across Belfast, whether it's for shopping or socialising.
"Our #Smartmovers team will be out and about across the city centre to assist with travel enquiries and we've also arranged some in-station entertainment to add to the festive cheer.
"This is just a taste of our festive travel package as we look forward to welcoming more customers on board our services and supporting a successful Christmas for Belfast."
It comes as footfall in Belfast city centre continues to plummet after the Bank Buildings blaze.
The area around the building was cordoned off for public safety reasons but has caused a 60% decrease in customers visiting city centre shops.
To help combat the slump, Translink will introduce £1 unlimited day travel after 9.30am for children, and £2 for adults, across all Metro and Glider routes. This is extended to the park and ride buses along Blacks Road, Cairnshill and Dundonald. The Metro will also have extra midnight services on Fridays and Saturdays.
Free day-return travel is set to be in place with Ulsterbus and Goldline, and selected Goldline services at midnight will come to Belfast on Fridays and Saturdays. Late night trains are also planned for all lines on Fridays and Saturdays.
NI Railways has one third off day return tickets on local trains after 9.30am, a Sunday day tracker fare of £7.50 for day travel across the province and 25% off all monthly rail tickets bought between November 26 and December 7.
A friends and family day ticket for up to two adults and four children will cost £18 for bus and trains and £5 for Metro and Glider.
And up to two children under five can travel for free on bus and rail services in Northern Ireland when they are with a parent or guardian over 16.
The plans will roll out from Saturday and most of the offers last up until Christmas.
For more information visit www.translink.co.uk