This presentation will explore how GTFS-Fares, a universal standard for fare data, can increase transparency and accessibility in public transport, ultimately driving ridership and revenue. By standardizing fare structures and supporting real-time updates across platforms like Google Maps and Apple Maps, GTFS-Fares empowers agencies to offer user-friendly and accurate fare information. Join this session to learn about the potential of GTFS-Fares to create a scalable, user-centric and economically sustainable future for public transit.