Capturing the Impact of the Cycle Tourism Sector

Cycle Tourism Sector Status & Impact Report Cycle Tourism Conference Canada March 1, 2019

www.TransportationOptions.org © 2019 Transportation Options

Calculating the Impact of Cycle Tourism Capturing data on cycle tourism, participation levels, tourism and economic impact can be challenging.

• Not always a gated event • Often self-guided • Methodology used

Information Sources Methodology may include • • • • • • • •

Trail/road counts Intercept surveys Business surveys Cyclists surveys Cycling events Marketing reach Tourism exit surveys Other …

Past research – Ontario, Canada, International at:

www.TransportationOptions.org/Research

• Developed a series of Economic Impact Model Templates in 2018 • Developed with assistance from The Walton Family Foundation and BikeNWA • Purpose – To help communities understand the dollars-and-cents value of bicycling • 5 templates in total Events Helps calculate money spent by those outside the community on a specific bike event.

For advocacy groups, event promoters, tourism boards, visitor bureaus. Tourism Helps calculate money spent by visitors on travel-related items not including bicycle-related gear and services.

For advocacy groups, Chambers of Commerce, bike tour providers, hotel associations and visitor bureaus.  Also: Resident Spending; Bicycle Business; Retail Sales Tax; Health

www.peopleforbikes.org/economictemplates

2015 Report Sources • Assistance from partners • Ryerson University – Ted Rogers School of Hospitality and Tourism Management • Statistics Canada – Travel Survey of Visitors to Canada Intercept surveys (via Ministry of Tourism, Culture & Sport) • Events • Businesses • Other

www.TransportationOptions.org/Research

2019 Report Updated Information & Sections Included On: • Ontario Cycle Tourists • Cycle Tourism Impact in Ontario • Cycle Tourism Impact on Businesses • Marketing & Communications • Bike Retail & Accessory Sales • Cycling Events • Bike Transportation • Cycling Infrastructure & Facilities

Print & Digital Copy Available: www.TransportationOptions.org/Research Direct: www.transportationoptions.org/ontario-research

ONTARIO CYCLE TOURISTS

ONTARIO CYCLE TOURISTS

CYCLE TOURISM IMPACT IN ONTARIO

CYCLE TOURISM IMPACT ON BUSINESSES

CYCLE TOURISM IMPACT ON BUSINESSES

CYCLE TOURISM IMPACT ON BUSINESSES

MARKETING & COMMUNICATIONS

MARKETING & COMMUNICATIONS

MARKETING & COMMUNICATIONS

BIKE RETAIL & ACCESSORY SALES

CYCLING EVENTS

CYCLING EVENTS

BIKE TRANSPORTATION

BIKE TRANSPORTATION

CYCLING INFRASTRUCTURE & FACILITIES

Print & Digital Copy Available: www.TransportationOptions.org/Research Direct: www.transportationoptions.org/ontario-research

OTHER METHODOLOGY & ADDITIONAL RESEARCH Discussion • • • • •

How are you counting the impact of cycle tourism?

What other research is available?

Who is funding research?

What partners are needed?

What can we do next …?

Thank You www.OntarioByBike.ca Louisa Mursell, Executive Director

Phone: 416-827-2774 / 1-866-701-2774 Email: lmursell@transportationoptions.org

© 2019 Transportation Options