Building Blocks of a Regional Cycle Tourism Strategy

Building Blocks of a Regional Cycle Tourism Strategy 1 PRESENTATION TO THE ONTARIO CYCLE TOURISM FORUM 2013 BIKES MEAN BUSINESS SUE MATHIEU

Overview 2 Assess Your Infrastructure & Resources Match Products with Markets Look at the Markets

Decide What Needs to Be Done

Prepare an Action Plan

Work with Partners

Do it!

Who is going to do it?

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 Establish a cycle tourism committee  Local cyclists  Bike businesses  Municipality  Regional or local tourism groups

What does your Region have to Offer?

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 Look at what you have to work with – or could easily

develop:  

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Paved bike trails Abandoned rail lines Quiet back roads or roads with paved shoulders Hilly or flat Forest or natural areas for mountain biking Outstanding natural features or scenery

 Experiences  Services and amenities

 Small communities

Which Cycle Tourism Markets are the Best Fit? 5

 Four primary cycle tourism market segments:  Leisure/Family  Recreational  Touring  Mountain biking  Others:  Competitive  Events – charity, community, bike clubs

Leisure/Family Cyclists 6

 Families

 Older adults  Shorter trips  Slower with lots of stops  Off-road trails with good

surface  Flat  Cycling an activity while on a trip

Recreational Cyclists 7

 Cycle regularly

 30 – 50 km per day  Stops en route  Paved bike lanes, roads

with low traffic, paved shoulders  Few hills  Cycling is part of the reason for the trip  Hub and spoke

Touring Cyclists 8

 Groups or solo

 75 – 100 km + per day  Fewer stops  Roads with paved

shoulders or low traffic  Varied topography – some hills  Cycling is the purpose of the trip  Different destinations each night

Mountain Biking 9

 Several types of experiences:  Cross country - least extreme, travel longer distances  Downhill  Free riding  Dirt jumping  Look for designated riding areas, bike parks or trails

 Younger, primarily male  Also events and competitions

What Needs to be Done – Build an Action Plan 10

Cycling infrastructure, e.g.  Upgrade existing trails  Develop new trails  More paved shoulders – identify preferred routes  Signage Other  Suggested bike routes/itineraries  Community improvements  Educate businesses – Welcome Cyclists  Support services – bike shops, trailhead parking, luggage transfer  Information – maps, website

Build an Action Plan 11

 List the actions/tasks to achieve each initiative:  Be specific  Identify:  Who will be responsible  Where will the money come from  When will it happen  A solid, detailed action plan makes implementation a

lot easier

Making it Happen 12

 Municipal support is essential 

Build a business case to sell them on supporting cycling tourism

 Partners are critical:    

Bike businesses Tourism groups Economic development agencies Other businesses

 Make sure your partners know what is expected of them

– in detail and with a timeframe  Follow up to keep things on track

Tips for Success 13

 Go for some ‘quick wins’ – in the context of your long 

 

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term strategy Get municipal staff and councillors on side Talk up the benefits to your region – economic, health, tourism Find some local ‘cycling champions’ Give profile to local success stories

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