March 30, 2003 

CYCLE TOURISM

The next big thing in Adventure Tourism with economic benefits for Canada! 

By Brian K. Hobson  D.M.A.T.P.

Canada enjoys “selling” the great outdoors and it’s magnificent scenery to Canadians and welcome visitors from the south and abroad. Tourism advertisements about our Country show amazing images of mountains, trees, lakes and oceans.  Who wouldn’t want to get out for an exhilarating experience, and see, touch and smell the outdoors at it’s best?   

Yet outdoor product is sometimes a challenge when attempting to appeal to a broad market in multiple seasons, without major capital expenditures.  Not every hotel or community can install a world-class ski hill or golf course, to attract today’s active and outdoors-hungry “Boomer”. 

There is today a target market we can proudly present ourselves to as a small inn or major hotel, as a community tourism group or large regional tourism agency. 

The Cycle Tourist is a potential market segment representing between 30-60 percent of the population on North America, and greater still in many European Countries! 

Let me quote you a few numbers and facts for a sampling of the market potential….

Britain is using $100 million for improvements to a national cycling network, which will be over 16,000 km when complete. 

Britain indicates the cycle tourism brings $1.4 billion per year to their economy. 

The Danube cycle route in Austria attracts 1.5 million cyclists per year.  In towns on the route, the majority of overnight visitors are cyclists. 

Quebec has invested $88 million in a 3400 km cyclotouring network

“La Route verte”. 

 Two big challenges with the automobile are “fuelling” the growth in cycle tourism. 

1)      The price of gas is skyrocketing, so more people are turning to two wheels for affordable transportation at home, and they are enjoying it!

2)      Communities in auto crazy North America are learning what Europe knew all along. Cycle commuting is one very good method of slowing the increase in automobile congestion on our roads and parking lots.  Task forces are being formed in many communities to improve cycle routes and facilities for residents. 

Cycle facilities for residents help the community promote those facilities to the cycle tourist.  The economic benefit of tourism helps support the expense of the facilities for residents.  Does “win-win” come to mind right about now? 

But really, does the cycle tourist spend as much money as the combustion engine type?  (They sure won’t put 50 bucks on their American Express at the corner PetroCan!)

The answer is absolutely yes.  Studies show that the average daily spend is the same, but people on bikes take longer to see the area, so often stay longer! 

Time for a few more facts…. 

1.83 million bikes were sold in Canada in 1997. (868,000 of which were mountain bikes). Only 714,000 cars were sold that year.  $286 million were spent on bikes and accessories in 1997. 

Bicycling is the #1 sport for men.  66% of respondents said it was their most important activity.  It is the #2 sport for women (behind swimming). 

You’re probably thinking that you (and most people you know) aren’t likely to stuff a backpack with toothbrush, hairdryer, and some “smart-casual” evening wear, and cycle a thousand miles to Timbuktu.  So how can the market be so vast? 

There are all sorts of cycle tourists.  Some ride a gazillion miles to get where they’re going, but most attach their $3,000 bikes to the back of their $40,000 SUV and bike once they get to town.  (Many more rent, or go on a guided tour upon arrival.)    

The market potential is very much based on the product availability and marketing. If a region is lucky enough to have had Mother Nature provide an amazing cycling destination, but no one tells the world, cycle tourism probably won’t happen.  If there is no bikes to rent and no tour operators, or, if there are and their product and marketing are poor, it just won’t happen. 

If you have an Inn, or are involved in regional tourism promotion, and you want to appeal to potential cycle tourists, (whether they already were or you converted them), product and marketing is the key.  Make sure that there is a variety of product to appeal to almost everyone, and ensure your marketing is effective.  Sell, sell, and sell!  Involve local cycling groups, tourism organizations, and government agencies.  Lobby tourism publications and web sites to make cycling in your region prominent.  Then keep on improving the product and its accessibility. 

Sell it properly, and they will come, and……. 

Important Bike-friendly services to remember!

►    A genuine welcome.
►    Secure & covered bicycle parking!
►    Information & maps on bicycle routes, bike rentals places, bike shops, the nearest food store and restaurant
►    Food available on-site
►    Accommodation for hanging up wet cycling clothing
►    Laundry facilities (wet, dirty clothing)
►    Bike repair/cleaning area
►    A bicycle pump & other basic tools available
►    Equipment check-in or lockers (for businesses other than accommodation)
►    If bikes are provided, ensure that they are in good working order 

Brian Hobson is the General Manager of the Oak Bay Beach Hotel & Marine Resort in Victoria, BC.  He is founding chair of the Oak Bay Tourism Committee and founding chair of the Vancouver Island Cycle Tourism Alliance.   

For more information, see

www.cycletourism.com , www.cyclingvictoria.com , www.cyclevancouverisland.ca and www.oakbaybeachhotel.com
email bhobson@cyclingvictoria.com