What if the game had events,
For example a football game. the company holding the event would tell you a week before the event starts.... where the event is, what group of people is more likely to visit the event, how many people are likely to visit, how long it runs for, when it finishes ect.
Then you have to transport the supporters reliably to and from the event. After the event, you get more money and rating points depending on how well you organised your transport.
Or it could even be a weekly event,
for example, The Wednesday markets, the company that holds the markets would tell you the type of people likely to visit the markets, maybe its pensioners, so they may require transport that looks attractive yet cheap, you will also be told running times and popularity of the event,
Maybe events like book fairs, carnivals, the cities birthday, maybe even chartering services like, getting the school to and from their swimming carnival, or be asked to take a bunch of people to different shops around the city like a shopper hopper bus, maybe be asked to carry business men who are on a business trip to their hotel, then to the conference, back to the hotel and then back to the airport, or maybe hold events of your own like a day where people are allowed to visit the depot and look at all the vehicles, or maybe you could restore an old train and carry train enthusiasts on it around the network
Or maybe when your city grows and your network is running well, You will be asked if your capable of holding the Olympics in your city and asked to transport the large number of people to and from all of the events which will be spread around your city,
Events are challenges that transport companies face all the time, if this game is trying to be as realistic as possible, then why not add this to the game, it may also make it more exciting and make the game more challenging,
Thank you
Aaron