Mobility as a Service (MaaS) is a novel concept that may radically transform the way we travel and transport goods in urban areas. It encapsulates a user-oriented approach to fulfilling transport needs and preferences via the combination and integration of different mobility services that can provide an alternative to private car ownership. As such, MaaS represents a significant innovation opportunity and a potential pathway towards sustainable urban mobility. There is currently a high level of interest for MaaS internationally with an increasing number of pilots and trials either planned or currently underway. Given the momentum associated with MaaS, this white paper aims to outline a strategy and a set of key priorities for JPI Urban Europe programming.