Cycle Tourism INFORMATION PACK ·TT21

INTRODUCTION

Cycle tourism is now growing rapidly in the UK, in parallel with renewed CONTENTS Page interest in personal health and fitness, 1. Definitions ...... 1 and with mounting concern over the 2. Benefits ...... 3 environmental damage caused by road 3. Facts and figures ...... 4 traffic. The development of the 4. The Market ...... 6 , with 4,000 5. Growth Potential ...... 8 miles of route opening in June 2000 6. Key Priorities ...... 10 and 9,000 miles by 2005, provides both 7. National Cycle Network ...... 11 a catalyst and an opportunity for local 8. Europe ...... 13 authorities, tourism promoters and 9. UK Case Studies ...... 14 other agencies to define coherent 10. Bibliography ...... 19 route development and marketing 11. Contacts ...... 20 strategies so as to benefit from cycle Toby Smedley Toby tourism. ©

Cycle tourism in the UK is currently valued at £635 million per year. The Holidays based at one overnight place, potential for growth here is huge - the 1. CYCLE TOURISM and Cycle Touring Holidays where the forecast for cycle tourism right across overnight stay changes. Cycling Europe is £14 billion per year within 20 DEFINED holidays can be either self-organised, years. With potential economic benefits Cycle Tourism can be defined as or organised by a cycling holiday at this scale it is not surprising that recreational visits, either overnight operator as a Packaged Cycling there is keen interest in how to develop or day visits away from home, which Holiday. The majority of UK cycling routes to attract visitors and tourists, involve leisure cycling as a holidays are self-organised in both the and how to market these effectively. fundamental and significant part of UK and Europe. the visit. The benefits of cycle tourism include b. Holiday Cycling reductions in pollution and traffic 1.1 TYPES OF CYCLE TOURISM This means cycling whilst on holiday, congestion, economic regeneration and and consists of day cycle rides taken better health. In recognition of this, There are three main types of Cycle by both domestic and overseas visitors, the Government is providing a strongly Tourism: while on holiday away from home, supportive policy framework. Both the cycling being one of a number of 1998 White Paper on Integrated a. Cycling Holidays activities undertaken during the Transport and the 1999 Tomorrow’s These are defined as holidays, by both holiday. Tourism strategy document call for the domestic and overseas visitors, where development of sustainable transport cycling is the main purpose of the c. Cycling Day Visits modes. holiday. Participants are sometimes referred to in this paper as “dedicated These are defined as trips from home, to places outside a person’s usual This information pack draws on basic cyclists”. place of residence. These trips may research into cycle tourism and the involve setting out from home by bike, motivation of its participants, and The holidays may be Long Cycling or taking the bike by car or train, for a includes examples from both the UK Holidays of four or more nights, or day or half-day cycle ride. Section 1.3 and Europe to show the versatility and more commonly Cycling Short Breaks overleaf gives further details of the the wide range of benefits cycle of one to three nights. distinction between tourism and Tourism can bring. The pack is intended leisure. particularly for use by ’ There is also a distinction to be made partners in the development of the between Centre-based Cycling National Cycle Network.

1 1.2 ACTIVITIES UNDERTAKEN are very small companies which cyclists will tend to cycle longer BY CYCLE TOURISTS have been in business for only a distances; short time. Many cycling holiday - people will either use a published Information currently available companies that have been cycle route or will plan their own suggests the following main types of established have found it difficult route, again depending on cycle tourism activity: to sustain their operations and experience. Most local authorities have collapsed as a result. produce cycle route leaflets for CYCLING HOLIDAYS Ironically, the market leaders are their area, but the content, format • Centre-based Cycling Short those companies promoting and style of such leaflets varies Breaks cycling holidays abroad, such as considerably from one authority - self-organised holidays where Susie Madron’s Cycling for Softies, to the next. There is also a people are basing themselves in a Belle France and Bent’s Bavaria. growing number of commercially particular location for two or produced cycle route publications; three days and going out for day HOLIDAY CYCLING / - a significant proportion of people cycle rides during their stay; CYCLING DAY VISITS going on day cycle rides will put - the majority of UK cycling short Activities undertaken by day cyclists their bikes on the back of their breaks are thought to be centre- and holiday cycling visitors are very cars and drive to the start point of based. similar. their cycle ride; - most people will use their own • Independent Cycle Touring The two main types of cycling bikes. A minority will hire bikes. Holidays and Short Breaks undertaken are: Holiday cyclists are likely to be - cycle tours (either linear or more inclined to hire bikes. circular) of from two to three days • Traffic-free Cycling to two weeks’ duration, which - where people are cycling entirely OTHER people plan and organise on traffic-free cycle paths, which The following types of cycling can also themselves; are either linear paths (e.g. The be seen as part of cycle tourism: - the majority of UK cycle touring Camel Trail), or circular paths holidays are self-organised. around reservoirs and in country • Offroad Cycling / Mountain parks (e.g. Rutland Water); Biking • Packaged Cycling Holidays and - will often involve cycle hire; Short Breaks - a particularly popular type of • Club Cycling - cycling holidays (usually circular cycling activity for families and • Organised Cycle Rides cycle touring holidays) organised inexperienced cyclists. by a cycling holiday operator, • Sponsored Charity Rides either for self-navigation or with • Circular Day Cycle Rides a guide; - a circular cycle ride using quiet • Schools / Youth Group Cycling - the market for packaged cycling country roads and/or traffic-free holidays in the UK is very small at cycle paths; • Cycle Racing present; - the distance cycled usually - there are approximately 70 depends on the level of cycling There is currently no published companies offering cycling experience: more experienced research information about these holidays in the UK. The majority types of cycling tourism activity.

1.3 DISTINGUISHING TOURISM specifies that a recreational visit of hours, is this “tourism”, whereas the AND LEISURE more than three hours away from same trip by car would be “leisure” home is defined as tourism. because it takes less than three hours The normal distinction is that leisure in total? visits are made by local residents, This definition is problematic for whilst tourist visits are made by cycling. Firstly, for leisure riders on We have not attempted to resolve people away from their usual locality. cycle routes near population centres these issues here. We have followed Leisure and tourist visitors can be the three-hour cut-off is entirely the definition given by the Leisure Day measured as having different spending arbitrary. Secondly, cycling uniquely is Visits Survey. For our purposes Cycling and transport patterns: tourists will a form of travel as well as an activity Day Visits therefore include rides of normally spend more, and may require enjoyed for itself. What is being more than 3 hours away from home. special facilities such as directions, enjoyed - a picnic point outside a local Local Leisure Cycling Trips are those transport and parking. The Leisure Day area, or the cycle route to it? Thirdly, of less than three hours. Using these Visits Survey 1996 defines tourism as cycling is slow. If a family cycles to a distinctions enables easier comparison “people travelling to... places outside pub two miles away for lunch, thus with other forms of tourism and their normal environment” and being away from home for over three leisure.

2 2. THE BENEFITS OF DEVELOPING CYCLE TOURISM

The development of cycle tourism can • Cycle tourism is an offer a considerable number of environmentally sustainable form encouraging cycle tourism may benefits, as discussed below: of tourism with minimal impact provide an additional justification on the environment and host for investment in cycle provision. • Cycle tourists represent a growing communities. and valuable tourist market, • Cycle tourism enhances personal particularly for rural areas. Cycle • Cycle tourism can help reduce health, fitness and well being. tourists will spend at least as excess traffic. much in a rural area as other types of tourist. • Cycle tourism makes good use of existing, often under-utilised For example: resources, e.g. country lanes and The C2C route attracted over by-roads. “Encouraging cycle 10,000 coast-to-coast cycling • Cycle tourism can provide an holidaymakers in 1997, with an alternative use for redundant or tourism can help estimated average expenditure derelict resources, e.g. disused of £100 per person per holiday, to encourage railway lines. contributing some £1.1 million utility cycling: to the local economy. • Encouraging visitor arrivals and movement by bike can play an many people may important role in visitor and • Cycle tourism is good at rediscover cycling traffic management. generating local trade and offers while on holiday particular opportunities for rural • Cycle tourism can help introduce businesses and services. Spending rural traffic-calming which will or as a leisure by cycle tourists can help to further benefit both local people activity, and may support rural pubs, village shops, and tourists. small-scale rural attractions, and then be encouraged rurally-based providers of • Cycle tourism can provide new accommodation. incentives for people to visit an to cycle more area and can help to attract new frequently for Cycle tourism also offers types of visitor. opportunities for the development other purposes.” of cycle hire and cycling holiday For example: operations in rural areas. The C2C route has attracted thousands of new visitors to For example: the North . The Tarka Trail in North Devon has generated the “Cycle tourism helps establishment of some 10 cycle • Cycling can provide added hire operations along its length. attractions and activity for visitors support rural pubs, which will help to extend length village shops, The C2C has supported the of stay and encourage repeat establishment of a successful visits. small-scale rural cycle tour operation and has attractions and generated significant additional • Encouraging cycle tourism can trade from tourism along the help to encourage utility cycling: accommodation route. many people may rediscover cycling while on holiday or as a providers.” leisure activity, and may then be • As cycle tourists will use local encouraged to cycle more businesses, there is a greater frequently for other purposes. likelihood that the money they spend will stay in the local • Encouraging cycle tourism can economy. help to improve cycling provision for local people: the benefits of

3 3. UK CYCLE TOURISM FACTS AND FIGURES

3.1 THE SIZE AND VALUE OF UK CYCLE TOURISM – VOLUME AND VALUE 1997 THE UK CYCLE TOURISM MARKET TRIPS SPEND The following figures (see table right) (thousand) (£million) are Sustrans’ best estimates of the Cycling Holidays volume and value of UK cycle tourism. These are based on an extrapolation of Domestic Cycling Holidays 708 104 data from national surveys,1 applying Overseas Visitor Cycling Holidays 125 38 assumed figures and ratios where Total Cycling Holidays 833 142 necessary. Holiday Cycling

Domestic Holiday Cycling 3,200 29 Overseas Visitor Holiday Cycling 950 9 Total Holiday Cycling 4,150 38

Cycling Day Visits

Total Cycling Day Visits 11,700 105

TOTAL UK CYCLE TOURISM 285

Local Leisure Cycling Trips 102,500 350

TOTAL UK LEISURE CYCLING 635

These figures compare to Sustrans’ previous estimate for the total leisure and tourism cycling spend in the UK of £535 million in 1995. However they are not strictly comparable with previous estimates as the basis for extrapolation from the national surveys has been refined in the light of new data.

1United Kingdom Tourism Survey (UKTS) 1997 - for information on domestic tourism. International Passenger Survey (IPS) 1997 - for information on overseas tourism. Overseas Leisure Visitor Survey 1996 - for information on overseas tourism. UK Leisure Day Visits 1996 - for information on day visits.

3.2 AVERAGE SPENDING BY UK CYCLE TOURISTS Cycling Holidays Domestic Cycling Holiday Visitors: £146 per trip2 (£30-35 per night) The following figures are given as a guideline for average expenditure per Overseas Cycling Holiday Visitors: £300 per trip (holiday)3 head for UK cycling tourists, as derived from the national tourism surveys and Holiday Cycling / Cycling Day Visits cross-referenced with other research Average spend per head: £9 per trip (day)4 on cycling tourism. Local Leisure Cycling Trips Average spend per head: £4 per trip (day)4

2Sustrans’ estimate derived from UKTS 1997. 3Sustrans assumption. 4Sustrans estimate based on expenditure figures for Countryside Visits in UK Leisure Day Visits Survey 1996.

4 3.3 CHARACTERISTICS OF UK Cycling Day Visits6 CYCLE TOURISM TRIPS The UK Leisure Day Visits Survey does The following figures for the not give specific information on the characteristics of UK cycle tourism characteristics of cycling day visits. trips (as derived from the national The following characteristics of “UK cycle tourism surveys) may also be useful: Tourism Day Visits to the countryside may help to give some insight into the tourism and All UK Cycle Tourism characteristics of cycling day visits. The majority of UK cycle tourism trips leisure (of all types) are in the countryside at Average distance travelled spending is now present: UK cycle tourism is essentially to start point 39.3 miles rural. Urban cycle tourism is largely valued at £635 undeveloped in the UK as safe cycle Average duration of trip 3.6 hours million per access into and out of most towns and cities is generally deficient, or Average party size 4.6 year.” perceived to be so. (The National Cycle Network is being designed to correct 5Sustrans estimates derived from UKTS this.) 1997. 6Figures for Countryside Visits for UK Leisure Day Visits Survey 1996. A more significant proportion of Local Leisure Cycling Trips are, however, urban–based, particularly in towns and cities where the cycling infrastructure has been developed.

Cycling Holidays5 “UK cycle tourism is essentially rural Average Length of Stay: Cycling Short Breaks 2 nights at present. A more Long Cycling Holidays 7.1 nights All Cycling Holidays 4.4 nights significant proportion of Local Leisure Roughly half (53%) of all UK domestic cycling holidays are cycling short Cycling Trips are breaks, and half (47%) are long cycling urban, particularly holidays; most of them are centre- based. An analysis of the UK Tourism in towns and cities Survey figures for 1994 suggested that only 11% of domestic cycling holidays where the cycling were touring holidays. The sample size infrastructure has for this analysis was, however, too small to be conclusive. been developed.”

“The majority of domestic cycling holidays are centre- based.”

5 4. UNDERSTANDING THE UK CYCLE TOURISM MARKET

For a clear understanding of the UK b. Occasional Leisure Cyclists segment. There is, however, no cycle tourism market it is necessary to - people who cycle for pleasure a conclusive research evidence to consider: few times during the summer; confirm this view. - they are unlikely to cycle during a) how the UK cycle tourism market the winter; It should also be pointed out that as can most usefully be segmented; - they will usually be bike owners. projects such as the National Cycle b) what types of cycling tourism Network enable more people to cycle activity are of interest to each c. Frequent Leisure Cyclists safely, more people will be able to market segment; - people who will go leisure cycling cycle more frequently. c) what are the key product approximately once or twice a requirements of each market fortnight during the summer, and The table opposite provides an segment. possibly at least once or twice assessment of the main interests and during the winter; product requirements of each cycling 4.1 UK CYCLE TOURIST - they will invariably be bike tourist market segment, based on MARKET SEGMENTS owners. currently available research on the UK cycle tourism market. d. Cycling Enthusiasts There are many ways of segmenting - people who go leisure cycling at 1’England’s Cycling Country’ Profiling the UK cycle tourism market. Research least once a week, whatever the Research, June 1998. undertaken for the East of England time of year, although perhaps Tourist Board1 suggests that the most less frequently during the winter; helpful way to segment the market is - bike owners, and probably regular on the basis of the frequency with utility cyclists. which people go leisure cycling. This appears to determine: There is another group, of frequent utility cyclists who cycle for pleasure “There are • the type of cycling tourism that on an occasional basis. people are interested in; potentially more • the distances they will cycle; And there are also those from overseas Occasional Leisure who may be frequent cyclists at home, • the cycling tourism products they but are put off in the UK by adverse Cyclists than require. traffic conditions. Frequent Leisure The following key cycling tourist The distinction between each segment Cyclists, and market segments can thus be is, of course, very difficult to identified: determine. Where one segment stops Cycling Enthusiasts are and the next starts is impossible to say likely to comprise the a. Infrequent Leisure Cyclists and people may well move from one - people who rarely cycle – they are segment to the other over time. smallest market likely to have cycled as children It is also impossible to quantify the segment.” but have lapsed as cyclists in size of each market segment. adulthood; - they may not own a bike, but if It is, however, reasonable to assume they do, the likelihood is that they that, based on currently available hardly ever use it; figures for cycle usage, Infrequent - this segment would also include Leisure Cyclists will potentially far people with young children, who outnumber any of the other segments are temporarily constrained by the at present. Neither does it seem limits of the cycling abilities of unreasonable to suggest that the their children, or the logistics of potential size of each market segment taking babies and very young diminishes as frequency of leisure children cycling. cycling increases: that there are potentially more Occasional Leisure Cyclists than Frequent Leisure Cyclists, and that Cycling Enthusiasts are likely to comprise the smallest market

6 4.2 CYCLING TOURIST MARKET SEGMENTS – KEY INTERESTS AND PRODUCT REQUIREMENTS MARKET SEGMENT TYPES OF CYCLING TOURISM PRODUCT REQUIREMENTS ACTIVITY INTERESTED IN: a. Infrequent Leisure Cyclists • Traffic-free Cycling • Traffic-free cycle paths • Packaged Cycle Touring Holidays • Cycle Hire • Packaged cycling holidays b. Occasional Leisure Cyclists • Day Cycle Rides (20-25 miles • Circular day cycle routes on quiet country roads and with maps and information traffic-free paths) • Traffic-free cycle paths • Centre-based Cycling Short • Safe places to leave the car Breaks while cycling • Access to countryside from town • Ideas for cycling short breaks and home • Cycle friendly accommodation • Cycle parking and storage • Cycle repair/rescue c. Frequent Leisure Cyclists • Day Cycle Rides (30-35 miles • Circular day cycle routes with on quiet country roads and maps traffic-free paths) • Safe places to leave the car • Centre-based Cycling Short while cycling Breaks • Cycle access by train (for some) • Access to countryside from town • Ideas for cycling short breaks and home and cycle touring holidays • Cycle friendly accommodation • Cycle parking and storage • Cycle repair/rescue d. Cycling Enthusiasts • Day Cycle Rides (up to 40-50 • Ideas for day cycle rides - miles primarily on quiet country Cycling Enthusiasts will tend to roads) plan their own rides, using cycle route • Independent Cycle Touring leaflets for ideas and information Holidays and Short Breaks • Cycle access by train (generally • Access to countryside from town more important for Cycling and home Enthusiasts than for other market segments) • Cycle friendly accommodation • Cycle parking and storage • Cycle repair

7 5. UK CYCLE TOURISM – THE POTENTIAL FOR GROWTH

UK cycle tourism is likely to remain 5.1 PROSPECTS FOR GROWTH For example: predominantly rural for the Journeys on the Camel Trail in All indicators suggest continued foreseeable future, until such time as Cornwall rose from 70,000 to growth in cycle tourism in the UK. the country’s urban leisure cycling 300,000 between 1987 and 1995. product is further developed. However Key factors behind the anticipated in some areas urban cycle tourism may The Bristol & Bath Railway Path growth of UK cycle tourism include: develop fast, particularly where the now carries an estimated 1.5 National Cycle Network creates good million journeys each year. • the general growth in demand for quality routes through cities. active leisure pursuits and activity At peak times, there are more holidays, as people become more cyclists on the Manifold and conscious of their health and Tissington Trails in the Peak fitness; National Park, than there are cars on the A54 out of Buxton. • an increasing interest in ‘green’ (environmentally sustainable) The National Cycle Network clearly has tourism activities; a major contribution to make to the • anticipated continued growth in development of such safe cycle routes. countryside recreation and holidays; There is evidence of increasing interest “Safety is throughout the UK in the • increasing provision of traffic-free development of cycle tourism. Many undoubtedly the or traffic-managed cycle routes local authorities (particularly rural such as those being created by the authorities) are beginning to recognise main concern for National Cycle Network; the potential that cycle tourism offers cyclists and potential for their areas. They are investing in • increasing and improved provision the development and promotion of cyclists, and is the and promotion of on-road routes leisure cycling routes and trails and in major barrier to for leisure cycling; improving the infrastructure that their • increasing promotion of cycling as areas offer for cycle tourists. increasing leisure a leisure and holiday activity; The private sector is also beginning to cycling. Where • the more fashionable image of recognise the potential of cycle traffic-free cycle cycling as a leisure pursuit and tourism: the number of cycle hire and holiday option; cycling holiday operators is steadily routes have been increasing; an increasing number of developed, levels of • the publicity surrounding the commercially produced cycle route opening of Phase 1 of the maps and publications are now use have been high.” National Cycle Network in June available; and many tourism operators 2000. are beginning to recognise cycle tourists as a potential new source of The development of safe, convenient business. and attractive cycle routes is clearly the key to realising the growth potential of cycle tourism in the UK. “Journeys on the Safety is undoubtedly the main concern for cyclists and potential Camel Trail cyclists, and is the major barrier to increasing leisure cycling. Where in Cornwall rose from traffic-free cycle routes have been 70,000 to 300,000 developed, levels of use have been high. between 1987 and 1995.”

8 5.2 GROWTH PROSPECTS BY Holiday Cycling Cycling Day Visits TYPE OF CYCLING TOURIST • there is undoubtedly a sizeable • cycling day visits offer by far the VISIT potential market for holiday greatest growth potential of all Growth prospects for each type of cycling which can be further types of cycle tourism activity; developed given improved cycling tourist visit are discussed • there is thought to be significant below: provision and promotion of suitable leisure cycling routes in latent demand for cycling day holiday areas; visits, which remains, as yet, Cycling Holidays untapped; • many UK holidaymakers already • a relatively small market overall, • this is a market which should see but one which appears to have cycle while on holiday and there is evidence that many more would significant growth as the provision seen steady growth in recent and promotion of safe (and in years; like to. There is potential to encourage UK holidaymakers to particular traffic-free) cycle routes • likely to be continued steady use bikes much more as their develops. growth in both domestic and primary means of transport during overseas cycling holiday markets; their holiday (if not their means of access in the first place). • the strongest growth is likely to be in self-organised, centre-based For example: cycling short breaks; In Germany, where the cycling infrastructure is much more • growth in cycle touring holidays is developed, up to 25% of the likely to be more modest, with population cycle while on holiday stronger demand for circular cycle (compared to 3% in the UK). touring routes than for linear routes (other than ‘pilgrimage’ The concept of people routes, or routes between rail relinquishing their cars in favour stations or ferry ports); of cycling or walking while on • limited growth is likely in the holiday, is already being applied packaged cycling holiday market; in the UK at Center Parcs holiday villages. Such a concept could • unfortunately the car is likely to potentially be applied in a remain the primary means of modified form in other UK access for domestic cycling holiday holiday resorts. tourists, especially those on centre-based cycling short breaks. There is, however, potential to encourage a greater proportion of cycling holidaymakers to arrive by “Cycling Day Visits train, given improved cycle access offer by far the by rail, and improved rail services; greatest growth • growth in overseas cycle tourism is most likely to come from the potential of all types Dutch, German, Scandinavian, and of cycling tourism French markets in self-organised cycle touring holidays and holiday activity.” cycling. There may also be increased demand for packaged cycling holidays from the North American and Australasian markets.

9 6. DEVELOPING THE UK CYCLE TOURISM PRODUCT – KEY PRIORITIES

6.1 KEY PRIORITIES 6.2 THE ROLE OF THE • will provide opportunities for NATIONAL CYCLE NETWORK sections of the Network to be An analysis of the growth prospects incorporated into linked circuits for UK cycle tourism, and the The National Cycle Network has a and loops for circular day cycle requirements of the main cycling significant contribution to make to rides and cycle touring holidays; tourist market segments suggest the the development of UK Cycle following as the key priorities for Tourism. • will provide opportunities for developing and promoting the UK traffic-free sections (e.g. Bristol & cycle tourism product: The development of the Network: Bath) to be promoted as tourist attractions in their own right; • the development of an • is already helping to raise the infrastructure of safe, convenient, profile of cycling and should thus • will provide opportunities for the and attractive cycle routes for serve to encourage more leisure development and promotion of day/holiday cycling, centre-based cycling and cycle tourism, and cycling holiday packages by cycling short breaks and cycle lessen the dependence on the car linking sections to provide touring holidays, with an emphasis which currently dominates UK extended circular tours, or by on traffic-free routes and circular tourism; promoting linear routes between routes; rail stations and ferry ports (e.g. • is providing a major stimulus to Hull to Harwich) for cycle touring • safer and easier cycle access into, the development of new cycle holidays; around and out of towns and routes and trails throughout the cities; country, and is playing an • will provide opportunities for important role in setting and strategic routes (e.g. C2C) to be • coherent and visible route signing, raising standards for cycle route promoted as cycle tour without which cyclists will lose provision and mapping; ‘pilgrimage’ or ‘challenge’ routes the route; for both domestic and overseas • will improve cycle access into and • better quality cycle route maps holidaymakers; out of towns and cities, making and information; them more marketable as cycling • will help to overcome the image • improved arrangements for cycle short break or touring holiday of Britain’s unfriendly cycle carriage by public transport and destinations, and increasing the culture for overseas visitors. promotion of cycle access by train potential for encouraging cycling or bus; tourism day visits, and local 6.3 GOVERNMENT POLICY leisure cycling trips from home by The White Paper on Integrated • improved bike hire at stations; city and town dwellers; Transport Policy (1998) sets out a • for those cycle tourists arriving by • will provide new opportunities for package of measures to create a better car, suitably located and secure tourism businesses located along transport system, which includes car parking; the Network to promote supporting the development of the themselves to cycling tourist National Cycle Network. • easy-to-book cycle friendly markets, e.g. attractions will be accommodation; able to promote access by bike, The Government’s strategy for tourism, while accommodation Tomorrow’s Tourism, was launched by • the development of a more the Department of Culture, Media and cyclist-friendly culture within the establishments may be able to attract cycle tourers; Sport in 1999. Section 4.1 outlines tourism industry; plans for “developing and promoting a sustainable approach”, including • better co-ordinated and targeted • will create new commercial addressing transport issues associated marketing of cycle routes, cycle opportunities for the development with tourism. hire and cycling holidays. of cycle hire and cycling holiday businesses, and the development of other businesses, such as refreshment stops, campsites, other forms of tourist accommodation, and other support services, such as luggage transfer or cycle repair/rescue;

10 7. USAGE OF EXISTING NATIONAL CYCLE NETWORK ROUTES

7.1 THE NATIONAL CYCLE Bath and combine this with a which can be easily accessed from NETWORK cycle ride. The Bath end is served home by local people is likely to by cycle hire. attract a high level of local leisure The Network is currently under cycling. development and sections are already The Bristol & Bath Path carries 1.5 open. It is composed of traffic-free million journeys per year. • Whether the route is in a holiday area or resort. Good quality traffic sections (normally through urban • The Camel Trail in Cornwall is free routes in holiday areas will areas or on the urban fringe), linked situated in one of Britain’s leading attract high levels of use by with on-road sections, often on minor holiday regions to which most holiday cyclists. country roads. It will provide for two visitors travel by car. It has quite distinct types of use:- extensive cycle hire and offers a • Whether the route is largely flat • LOCAL use by local commuter, there-and-back day ride on a flat, or hilly. Novices and infrequent utility and leisure cyclists and traffic-free route which is suitable cyclists will be put off by too walkers for families including very young many hills (although the hardy children and complete novices. will find these a challenge, as they • Away from home use by cycle The major use of the Camel Trail is do on the C2C route). tourists. by Holiday Cyclists (people going cycling for a day whilst on • How well the route links to tourist The mast majority of users fall into the holiday), with some use also by attractions and places to visit. Day first category - over 95% of users are local people for leisure rides. visitors in particular will be local people making local trips, and attracted to a route which also these include a high proportion of The Camel Trail attracts 300,000 offers the opportunity to visit a people making local leisure trips. journeys per year. site of interest. Cycle tourism will however become an • The C2C route (featured in the • Whether the route is circular, or increasing element as more of the Case Studies, Section 8) is a 140- can be incorporated into circular Network opens and is publicised. mile section of the National Cycle routes. Cyclists will not always Network, of which half is on want to return the same way, and 7.2 ROUTE EXAMPLES traffic-free paths. Whilst may often seek circular options. To approximately 10,000 people per It will be helpful to appreciate that some extent this depends on how year cycle the whole route from the route is marketed and signed. existing sections of the Network vary coast to coast as cycle tourists, an considerably in their use patterns from estimated 250,000 trips per year place to place. Three examples will 7.4 TYPES OF CYCLIST USING are made by local people at the THE NATIONAL CYCLE serve:- eastern end alone on trips to • The Bristol & Bath Path is a 13- work, to school and for local NETWORK mile traffic-free route passing leisure. This shows that a Of the four categories of leisure cyclist through urban east Bristol and successful long-distance route can identified earlier - Infrequent, then through the countryside to also have a distinctly local use Occasional, Frequent and Enthusiast - Bath. It caters for both walkers pattern in places, within which all are catered for in different ways by and cyclists. It provides a prime the tourist use is a very small the National Cycle Network. commuter route during the week proportion of the total use. for people cycling and walking Local traffic-free sections in urban into central Bristol; it is also a 7.3 FACTORS AFFECTING areas are ideal for novices. Traffic-free major school route; and at ROUTE USE routes in holiday areas, if accompanied weekends (even in moderate by cycle hire, are ideal for family Usage of a route for leisure and weather) it is packed with local holiday-makers. leisure cyclists from the tourism activities will depend on a number of factors:- surrounding areas. Route use is Occasional and Frequent cyclists will split roughly evenly between • How much of the route is traffic- use longer sections, combining these utility and leisure use. Very few free. All our experience confirms with sections on minor roads to create people travel to the route by car. that local leisure cycling (which circular routes. Traffic-free routes out Cycle tourism (cycling by people attracts a high proportion of of urban areas will enable these away from their home area, on novices and less confident cyclists) cyclists to reach the countryside where trips of more than three hours, or will be far higher on traffic-free networks of minor roads are available. long-distance cycle tourists than non-traffic-free routes. Cycle Enthusiasts are those who are passing through) is not so high, • How well the route passes through most likely to attempt the sections but includes people who travel to or connects with centres of marketed as long-distance routes. the Steam Railway at Bitton or to population. Any traffic-free route

11 7.6 USEFUL FIGURES FOR • Cycling Holidays - short break and “Of the four ESTIMATION long distance - 1% of domestic holidays have categories of leisure • Day leisure cycling in urban areas cycling as their main purpose (UK For good quality traffic-free paths in Tourism Survey 1997). cyclist identified urban areas, Sustrans uses a rule of - Similarly, 1% of overseas visitors earlier - Infrequent, thumb estimation of 50,000-100,000 to the UK say that cycling is trips per year for every mile of route important in the decision to visit Occasional, Frequent within the urban area, for routes over 5 (Overseas Leisure Visitor Survey and Enthusiast - all miles long. This figure includes both 1996). cyclists and walkers, and all journey are catered for in purposes, and so does not distinguish These figures would be expected to between tourism, leisure and utility. increase with the opening of the different ways by the One way to get a rough estimate of the National Cycle Network and the National Cycle proportion of leisure trips is to measure general interest in cycling and fitness. the weekend compared to the Network.” weekday use. 7.7 ESTIMATING USE LEVELS • Day-cycling in the countryside The figures provided above may be An estimated 83% of people take useful to route developers in leisure day trips of some sort (UK forecasting use levels, and in Leisure Day Visits Survey 1996). The determining how best to market average person visits the countryside routes. Combined with information on over 3 times a year. Of these trips, 3% spending by cyclists (see Section 3.2, are thought to have cycling as the Page 4), they may also be useful in main activity (this includes those who forecasting income generated by a drive there to cycle and those who route. For routes in holiday areas, “All our experience cycle there - figures are not available figures for the holiday population at confirms that local for each independently). least at county level may be obtainable from the Tourist Boards leisure cycling (which • Tourist cycle day-trips in urban areas (see Contacts for further information). Very little information is currently attracts a high available. Tourist use of urban routes is For routes through urban areas, local proportion of novices low at present. population statistics may be useful, or the Sustrans “rule of thumb” on and less confident • Tourist day-cycling in holiday areas mileage. However there is huge cyclists) will be far This will often involve bike hire. Routes variability between routes in terms of such as the Camel Trail, the Tarka Trail use levels which relates to other higher on traffic-free and the Tissington Trail have been factors entirely, such as terrain established over a period of years. The (hilliness), attractiveness of routes, than non-traffic-free Camel Trail attracts 300,000 visitors per quality of surface, temperature, how year, of which almost all are holiday routes.” the route is marketed and how long cyclists hiring bikes. the route has existed. Great care should be taken in making estimates Other useful figures are: of use levels. - 3% of domestic holidaymakers participate in cycling whilst on holiday (UK Tourism Survey 1997). 7.8 ROUTE MONITORING - 3% of overseas visitors participate PROJECT in cycling whilst on holiday in the In 1998 Sustrans established a route UK (Overseas Leisure Visitors monitoring project for the Network, Survey 1996). which combines data from questionnaires with manual and automatic counts. For further information contact Diana Richardson on 0117 926 8893.

12 8. CYCLE TOURISM IN EUROPE

8.1 BACKGROUND routes, and many other countries the holiday cyclists, in fact same-day are now also developing cycle visitors, especially on sections near to tourism. major cities, will be the largest Cycle tourism is developing rapidly in numerical market segment. much of Europe, National Cycle 8.3 THE EUROPEAN CYCLE Networks have opened or are being TOURISM MARKET 8.5 THE EUROPEAN CYCLE developed in Denmark, Switzerland, TOURIST Finland, Germany, the Netherlands and Cycling Holidays - where cycling is the elsewhere, and flagship routes already main pursuit and the main form of have impressively high levels of use. Dedicated cycle tourists are likely to travel - now account for 2-4% of be aged 40 - 55, travelling as a couple total holiday trips in some European The market for European cycle tourism or in small groups, staying on average countries, and this is predicted to is now forecast to reach £14 billion 3-4 nights. The second-largest age double or treble within the next within 20 years. One critical range for the dedicated cyclists is 20- decade to 6-12% of all European development will be the EuroVelo 29. For both age groups, most will holidays. This is the dedicated cycling scheme to create a network of routes arrange their travel and market, on short breaks or longer reaching into all the European Union accommodation themselves, and do cycling holidays. countries. not book in advance. A small minority will be interested in the inclusive cycle An even larger market is Holiday touring package. Cycle tourists spend 8.2 EXAMPLES Cycling, cycling as an extra pursuit as much as (and some studies indicate whilst on holiday. This is estimated to more than) other kinds of tourist. • Denmark opened 2,000km of be twice the size of the dedicated national cycle route in 1997, and cycling market. Ireland estimates that The same-day cyclist visitor market is now attracts tourists from already 7% of visitors cycle whilst on far more wide-ranging, including more Germany and elsewhere. Cycling holiday. The German figure quoted families and groups of young people. accounts for 18% of all journeys above is nearly 25%. Cycle routes which encourage a high in Denmark. proportion of same-day visits will tend Where public authorities and private to attract a higher proportion of • In Germany there are nearly two sector suppliers establish an attractive hundred long-distance cycle children as users. cycle tourism offering, this can routes and cycling is the fastest- growing leisure pursuit. One in generate substantial demand within a Motivations for cycle tourism across four Germans cycle whilst on very short space of time. This suggests all groups are healthy living, relaxation holiday. In Münsterland, on the that those parts of Europe which and an attractive countryside. One Hundred Castles Route, cycle successfully offer cycling as an hire has increased tenfold in the additional holiday option will be able 8.6 IMPLICATIONS FOR THE UK decade to 1990, from 431 to to attract a substantial market. 4,200 cycles available for hire. The growth of cycle tourism is evident 8.4 CRITICAL SUCCESS • In Austria, the Danube Cycle right across Europe. Some countries, Route runs for 250km from Passau FACTORS such as Germany, Denmark and on the German border to Vienna, Holland, already have large and largely traffic-free and largely growing numbers of people interested downhill. This spectacular route • Secure traffic-free routes, or in cycle tourism, who can be attracted attracts over 1.5 million cyclists networks of very quiet rural lanes to the UK by the unique features of every year, and in typical towns our landscape, culture and heritage. on route the majority of overnight • Signage for the routes, and Holiday cyclists - those who may be visitors are cyclists. publicity material such as attracted by the option of cycling - • France has succeeded in attracting mapping are a particularly large market. They cycle tourists to its quiet lanes may choose to visit areas of the UK network. The Bourgogne area • Accommodation - a genuine where cycling is safe and convenient alone receives well over half a welcome, and facilities for cyclists and can be integrated into their million cycling visitors per annum. holiday. • Collective promotional activity • Spain has seen the growth in use stressing the benefits and quality of “pilgrimage” routes, such as El Information on cycling in Europe has of provision. Camino de Santiago in the North, been extracted from: The Market for and the Vias Verdes (Greenways). The European experience, like that in Cycle Tourism, by Les Lumsdon of Staffordshire University UK, published • Holland has developed a network Britain, also demonstrates that whilst cycle tourism is normally understood by EuroVelo, the European Cycle Route of national routes making use of Network. its existing high-quality local cycle to refer to the dedicated cyclist and 13 CYCLE TOURISM CASE STUDY 1 9.1 THE C2C CYCLE ROUTE

The C2C (Sea to Sea) Cycle Route is hostels (16%) and camp sites / • Very little expenditure was a 140-mile cycle route on minor camping barns (11%). A small incurred at attractions along the roads and traffic-free cycle paths proportion of users (7%) use hotel route. 76% of users indicated running across and accommodation. spending nothing at all at Northumbria, from the in • The majority of users cycling the attractions. the west (starting at or whole length of the route appear • Spending on cycling equipment ), to the North Sea in to be using the C2C for a short and cycle hire accounted for the east (finishing in or break holiday. Only 16% are using approximately 13% of the total. ). it as a subsection of a longer holiday in the region. On the basis of the 1997 route The route opened in 1995 and was the • The majority of users (58%) do monitoring information it is estimated first long-distance recreational route not make use of any form of that between 10,000 and 11,000 to be designated as part of the support during their use of the people cycled the whole of the C2C National Cycle Network. It enjoys a C2C. 25% make use of support route during 1997. This represents a very high profile as one of the key from friends or relatives. 17% decline from the 1996 estimates of sections of the Network and as a make use of the agency support between 12,000 and 15,000 users. The flagship recreational route. services operating along the route. poorer weather and reduced media In 1995, the route won an award in This figure was more than double exposure are likely to be the key the British Airways Tourism for the proportion of users making factors contributing to this decline. Tomorrow global competition, use of agency support services in receiving good television coverage as a 1996. Taking account of these estimated result, including a feature on the ‘Wish • 60% of users arrived at their start user numbers and the expenditure You Were Here?’ holiday programme. It point by car. 29% arrived by train information from the route has since gone on to be recognised or bus. 2% arrived by bike. monitoring research, the total spend with awards from the Royal Town • 37% of users indicated that they by users of the C2C in 1997 is Planning Institute and from Durham would be in favour of using a estimated at £1.1million. County Council. In 1998 the route circular route as opposed to a won the American Society of Travel linear route. However many In terms of the development of Agents Smithsonian Environmental people said that they preferred linkages to the C2C, the Reivers Way Award, one of the most prestigious the linear route as it adequately was opened in 1998, informally awards in the travel and tourism fulfilled the objective of cycling providing the return C2C route that industry. from coast to coast. users have been keen to see. The Reivers Way returns cyclists to Usage of the C2C route was In terms of user expenditure along Cumbria via Tyneside, Kielder and monitored in 1996 and 1997 the C2C, the results of the route . With this link complete, the through the use of counter units monitoring exercise produced the C2C not only has a return leg, but also and field interviews with route following information: a link to Carlisle, and to the Carlisle to users. The key findings of the 1997 • The average daily expenditure per Glasgow National Cycle Network monitoring exercise are summarised route user was estimated at £30. route. Future links from Keswick to as follows: • Spending on accommodation and Kendal and into Lancashire, and from Penrith across the Pennines to York, • 73% of users of the C2C route are in cafes, pubs and restaurants will further enable cyclists to use the male. accounted for the majority (76%) C2C as a subsection of a longer cycle • Users of the route are mainly aged of users’ total expenditure, with touring route. between 26 and 55 (70% of users). spending on accommodation and • Users of the route come from all food and drink in roughly equal proportions. Source: Visitor Monitoring of the over the UK. The North East region C2C Cycle Route 1997, A.M. Cope accounts for the most significant • Users typically spent between £5 and £40 on accommodation, with & D. Doxford, University of proportion of users (40%). Sunderland School of Environment, the majority (57%) spending • Most cyclists take between 3 and January 1998 5 days to cycle the C2C. between £10 and £20. • Spending in newsagents, • The majority of users staying For further information foodshops and supermarkets overnight along the route use bed contact: David Gray, Sustrans, accounted for roughly 9% of total and breakfast accommodation Rockwood House, Barn Hill, expenditure. (63%). The next most used types Stanley, County Durham of accommodation are youth DH9 8AN

14 CYCLE TOURISM CASE STUDY 2 9.2 THE CELTIC TRAIL The Celtic Trail will be a 186-mile Cymru Wales and various Welsh the United States. These are also the cycle route across south Wales, from Government and quasi-governmental Wales Tourist Board’s primary target Newport in the east to Kidwelly in bodies. overseas markets. the west, taking in Caerphilly, Pontypridd, Bridgend, Port Talbot, The total cost of developing the Celtic The Celtic Trail marketing campaign Neath, Swansea, and Llanelli. It will Trail will be £11 million. Funding is will involve a wide range of link with the Wales National Cycle coming from the National Cycle promotional activities, including: Route (Lôn Las Cymru) via the Taff Network’s Millennium Commission • launch events; Trail, providing a link down to grant, the European Regional • high quality mapping and route Cardiff, and up to the Brecon Development Fund (ERDF) under the information; Beacons. The Trail will form part of Industrial South Wales Objective 2 • the establishment of a telephone Route 4 of the National Cycle Programme, Welsh Capital Challenge, information helpline for the Trail; Network, and Route 1 of the and the local authorities of South • the creation of a Celtic Trail web EuroVelo Atlantic Coast Route from Wales. site, linking with other relevant web sites; southern Portugal through to the It is anticipated that the Celtic Trail west coast of Ireland. • joint marketing with the Wales will attract significant numbers of Tourist Board, Tourism South and The route network will provide links to cycle tourists. Estimates prepared as West Wales, Sustrans, other visitor all of the major population centres in part of the marketing strategy for the attractions and other relevant South Wales, and safe cycle access to Trail project that some 200,000 cycle partners; over 100 visitor attractions, including tourists will be using the Trail each • advertising in appropriate holiday 31 of Wales’ 50 most popular year by 2005. The majority (93%) are guides and cycling publications; attractions. The Trail will also provide a expected to come from within the UK. • press and media work; link between all the flagship attraction 14,000 (7%) are projected to come • attendance at cycling and holiday projects that are currently being from overseas. Spending by cycle exhibitions. developed in South Wales, including: tourists using the Trail is projected to total between £14.5 and £18.5 million A critical element of the promotional • the Monmouth and Brecon Canal per annum by 2005, creating up to campaign will be to have the right development scheme at Newport; 1,000 new jobs in the tourism sector. product image and branding for the • the Millennium Coastal Park at It is envisaged that the 1.7 million Trail. Following careful research and Llanelli; residents of the industrial South Wales consideration, a Celtic Cross logo has • the National Botanic Gardens of area will also provide a sizeable day been developed. This complements the Wales, near Carmarthen; visitor market for the Trail. Celtic Trail name and fits well with the • the Wales Millennium Centre and Wales Tourist Board’s current branding Snowdome at Cardiff. The development of the Trail will be for Wales. supported by a full marketing 70% of the Celtic Trail will be on programme. A marketing strategy for Source: A Marketing Strategy for the traffic-free cycle routes, with the the Trail was produced in 1998, and a Celtic Trail, TRACS Research and remainder being on minor roads with Marketing Executive and Product Consultancy Services, Swansea traffic-calmed junctions and crossings. Development Executive have been Institute of Higher Education, The trail will also include a High Level appointed to implement its April 1998 Route on forest tracks through recommendations. Morgannwg Forest. Contact for further information: An application for ERDF assistance to David Morgan, Celtic Trail The Trail will include 12 modal support the implementation of the Marketing Executive, Tourism interchanges, involving integration marketing strategy has also been South & West Wales, between the Trail and road and rail lodged. Charter House, Enterprise Park, access. It is envisaged that these Swansea SA7 9DB interchanges could also provide cycle The main target domestic tourist hire and maintenance facilities, as well markets for the Trail are identified as as information services. London and the South East, the West Midlands, and the Bristol / Bath / “Spending by Trail The first sections of the Celtic Trail will Gloucester area, all of which have users is projected open in 1999, with the entire route excellent rail links to the eastern end due for completion in 2000. The Trail of the route at Newport, as well as to total up to is being developed by the South Wales good motorway links. Cycleway Consortium, a partnership The key target overseas visitor markets £18.5 million p.a.” between the South Wales local are identified as Germany, the authorities, Sustrans, Groundwork Netherlands, France, Scandinavia and

15 CYCLE TOURISM CASE STUDIES 3 9.3 STAFFORDSHIRE MOORLANDS “CYCLE & SEE”

The Staffordshire Moorlands District relaxation in the countryside as the lies on the southern edge of the core value of the Cycle & See brand. “The Cycle & See Peak District National Park. In the initiative was late 1980s, the District Council A second survey of users was decided to target the activity undertaken in 1997: introduced with little holiday market, as an appropriate tourist market to attract to a rural • The majority of users (59%) were or no need for capital area on the edge of a National day visitors from the surrounding investment. It utilised Park. Initiatives were introduced to areas. 24% were on short breaks improve the infrastructure for in the area and 17% were on infrastructure which walking, cycling, horse riding and longer holidays. This mix of users already existed and the other outdoor pursuits. One of these largely reflects the overall mix of initiatives was the Cycle & See visitors to the Peak District. marketing campaign project. • Most users came from within a involved minimal 100 mile radius. Cycle & See involved the promotion of expenditure.” five researched cycle routes through • 60% were aged between 35 and an information pack comprising: 54. Only 3% were under 25. 17% The Cycle & See initiative was • a route card for each route; were in the 55-64 age group, introduced with little or no need for • a safety code; suggesting that casual cycling can capital investment. It utilised • an information sheet; appeal to older age groups if the infrastructure which already existed, • discount vouchers for attractions, conditions are right. and the marketing campaign involved refreshment stops and minimal expenditure (approximately accommodation establishments. • Most users cycled as a couple or £3,000 per annum). in a small group of friends. A The packs were sold through Tourist significant minority cycled as a One of the most important aspects of Information Centres, and supported by family. the Cycle & See campaign has been a promotional campaign. The primary the adherence to monitoring, target market was the casual cyclist • In terms of their socio-economic profile, users fell largely into the especially the evaluation of the levels for both short breaks and day visits. of pack sales and visitor satisfaction. Routes were not waymarked in any A, B and C1 socio-economic groups. way. The District Council has thus been able The key conclusions from the Cycle to use the information gathered as a “Cycle & See Welcome” stickers were & See initiative interims of the basis for decision making for future issued to the traders involved in the development of cycle routes for the development, and has been able to discount voucher scheme. This proved casual cyclist market are as follows: gradually shape and develop the to be a good incentive for project to meet the needs of target • The ideal cycle route is one which encouraging sales of the packs. user groups. Sales reached around 1,000 packs per is traffic-free, or at the very least uses quiet roads where traffic annum by 1993, but began to decline Source: Cycle & See: Developing a after 1994. levels are very low. Cycling Package for Visitors, Paul Downward and Les Lumsdon, • Gentle gradients are preferred, Following a survey of users in 1995, Staffordshire University Business although some hills will be traffic-free mileage was increased, School, July 1998 English Tourist tolerated. routes were shortened, and difficult Board Insights road sections were withdrawn. • Suitable places to stop, especially Contact for further information: pubs and cafes, and good scenery Angie Guest, Tourism Officer, The campaign was relaunched in are key requirements. 1996 with a new format pack. The Staffordshire Moorlands District covers of the route leaflets were re- Council, 1 Market Place, Leek, designed to give information on the Staffordshire ST13 5HH amount of traffic-free mileage, the distance and the grade of the route from easy to strenuous. The voucher “The value in terms of spending in the local scheme was discontinued. The Cycle & See name was retained but the logo economy by pack users is estimated to be in and graphics enhanced to convey the region of £400,000 per annum.”

16 CYCLE TOURISM CASE STUDY 4 9.4 ENGLAND’S CYCLING COUNTRY INITIATIVE

The England’s Cycling Country Based on the Strategy Research was conducted in 1997 Initiative was established by the East recommendations, the England’s and 1998, to evaluate the success of of England Tourist Board in 1996 to Cycling Country Initiative was the Marketing Campaign and to provide a strategic approach to launched in March 1997 at a major provide a clearer understanding of developing the identified potential regional conference on cycle tourism types of people responding. The key of cycle tourism across the East of organised by the Tourist Board. findings were as follows: England Region (covering the counties of Norfolk, Suffolk, Three major areas of work were • respondents to the Campaign were Cambridgeshire, Lincolnshire, Essex, progressed during 1997 and 1998: all essentially cyclists who Bedfordshire and Hertfordshire). regularly go leisure cycling. They • the establishment of an initial ranged from Occasional Leisure The first step was the preparation of England’s Cycling Country Cyclists (going leisure cycling the England’s Cycling Country Marketing Campaign; approximately once a month Strategy, following an initial phase of during the summer), to Cycling • the implementation of a research research and consultations. The Enthusiasts (cycling for pleasure at programme to evaluate the Strategy was published in October least once or twice a week, and Marketing Campaign and to begin 1996, setting out a vision to establish throughout the winter as well as building a profile of campaign the East of England as the premier UK the summer); respondents; destination for cycling tourism within • the strongest interest by far was the next 10 years. • research to develop and test a for circular day cycle routes; new type of cycle route map Key issues identified for this vision product to meet the needs of the • there was a high degree of usage to be achieved were the need for: Occasional Leisure Cyclist. of published cycle route maps / leaflets across all types of cyclist; • the development of safe and The initial England’s Cycling Country convenient circular cycle routes Marketing Campaign was conducted • interest in cycling short breaks was on quiet country lanes and on a relatively low-key basis, as the good, with a clear preference for traffic-free cycle paths; Tourist Board was concerned to limit independent holidays. Respondents showed very little interest in using • more effective and co-ordinated the scope of its marketing activity a cycling holiday operator; promotion of existing cycling until such time as the Region’s cycling tourism product is better developed. opportunities; • there was less interest in longer cycle touring holidays. Those that • greater consistency of product The main focus of the Campaign was were more interested in this type quality in terms of cycle routes the production of a brochure, bringing of cycling tended to be Cycling and cycle hire provision; information on all existing leisure Enthusiasts and more experienced cycling routes and cycling holiday cyclists; • heightened awareness within the opportunities in the Region into one Region’s tourism industry of the comprehensive piece of print. The • the majority of respondents opportunities for cycling tourism, brochure included a reader reply indicated that they would arrive including the development of the service so that people could request by car, although a significant National Cycle Network; cycling information packs for one of proportion of Cycling Enthusiasts three sub-regional areas of the Region, • further development of the said they would prefer to arrive by as well as information on the newly Region’s cycling short breaks and train; opened Hull-Harwich cycle route holidays product; (National Cycle Network Route 1). • there would appear to be a strong • more information on cycling link between walking and cycling: tourism markets, especially the The brochure was supported by a a significant proportion of markets for cycling holidays and limited advertising campaign, a direct respondents were also interested short breaks; mail campaign to potentially in walking as a leisure and holiday interested people on the Tourist activity; • improved access for cyclists by Board’s consumer databases; public transport; attendance at the Dutch OpPad and Fietsvakantie exhibitions; and a PR • safer and easier access into and campaign. out of urban areas.

17 • for the majority of respondents, The Cycling Discovery Map project will “Interest in cycling the main appeal of cycling is as a now form the main focus of the relaxing and enjoyable way to see England’s Cycling Country Initiative short breaks was the countryside; during the next two years. The Tourist good, with a clear Board is intending to persuade local • there is a clear need to continue authorities across the region to adopt preference for to provide information on cycle the Cycling Discovery Map format for routes to give cyclists ideas on cycle routes in their area. The initial independent where to go cycling, and target is to have 20 Cycling Discovery holidays. information to help them plan Maps in place by June 2000, ready for their cycle rides; a major launch event (for which the Respondents Board has recently secured funding • a separate approach is needed to showed very from the Millennium Festival Fund) to market independent cycle touring coincide with Sustrans’ Ride the Net holidays, and day cycling and little interest event to open the National Cycle centre-based cycling short breaks. Network. in using a cycling The development of a new type of holiday operator.” Once good coverage of the region cycle route map for the occasional with Cycling Discovery Maps is leisure cyclist involved an initial achieved, the Board will begin to focus phase of qualitative research (using the England’s Cycling Country focus groups) to provide a blueprint Marketing Campaign exclusively on of what this type of cyclist requires. Cycling Discovery Maps. In time, the The findings suggested a cycle route Board is also planning to use clusters map which: of Cycling Discovery Maps to promote centre-based cycling short breaks. • is OS map based; • folds to A5 (to fit into map cases); A Cyclists Welcome Scheme is also • is waterproof; being developed to support the • includes simple route directions implementation of the adjacent to the route map; Cycling Discovery Map project. • includes brief details of places to visit (with telephone numbers), Source: Cycling into the Millennium and snippets of local history and – An Action Plan to promote the East interest; of England as ‘England’s Cycling • includes a list of refreshment Country’, East of England Tourist stops, with telephone numbers; Board, Dec 1998 • includes essential information about the route e.g. length, riding Contact for further surface, description of terrain, information: Trevor Hayward, where to park the car. Marketing Manager, East of England Tourist Board, Toppesfield Using this information, the Board Hall, Hadleigh, Suffolk IP7 5DN. developed a prototype Cycling Discovery Map for testing by a team of Occasional Leisure Cyclists. “The strongest The prototype tested very positively. All of the cyclists involved in the test interest by far was felt that the Cycling Discovery Map for circular day compared very favourably with other cycle route leaflets that are currently cycle routes.” available. All saw benefits in Cycling Discovery Maps being consistently available throughout the region. They saw the Cycling Discovery Map as a product that they could have confidence in and that they would be happy to purchase and use.

18 10. USEFUL ARTICLES, REPORTS AND PUBLICATIONS

10.1 CYCLE TOURISM 10.2 NETWORK NEWS 10.5 CYCLE TOURISM ARTICLES AND REPORTS ARTICLES MARKETING STRATEGIES Cycle Tourism in Britain The following articles on cycle tourism England’s Cycling Country Strategy Les Lumsdon, Staffordshire University have been published in Network News, East of England Tourist Board, English Tourist Board Insights the magazine for partners in the October 1996 Ref: Vol 7/ D27 March 1996 National Cycle Network. Cycling tourism strategy for the East Future for cycle tourism in Britain. of England Available from: ETB Insights Office Outlook is bright for cycle tourism, Available from: Marketing Tel: 0181 563 3361/2 Issue 2, Pages 8-9 Department, East of England Tourist How to woo the pedalling Board holidaymaker, Issue 7, Page 7 Cycling Opportunities: Making the Tel: 01473 822922 Most of the National Cycle Network Towards sustainable transport for tourism, Issue 9, Page 14 Les Lumsdon, September 1996 Cycling into the Millennium Available from: Sustrans Information Report on UK cycle tourism and the East of England Tourist Board, Service National Cycle Network December 1998 Tel: 0117 929 0888 Available from: Sustrans Information Action Plan to promote the East of Service 10.3 CYCLE ROUTE USAGE England as ‘England’s Cycling Tel: 0117 929 0888 REPORTS Country’. £30 + £3 p&p Visitor Monitoring of the C2C Cycle Available from: Marketing The Market for Cycle Tourism - Route 1997 Department, East of England Tourist EuroVelo: The European Cycle Route A.M. Cope/ D. Doxford, University of Board Network Sunderland, January 1998 Tel: 01473 822922 Les Lumsdon, Staffordshire University Analysis of results from the visitor Available from: EuroVelo, Rue de monitoring project carried out on the Marketing Strategy for The Celtic Londres 15 (boîte 4), 1040 Brussels, C2C route during summer and autumn Trail Belgium 1997. TRACS Research and Consultancy ISBN 2-930288-00-0 Available from: Andy Cope, University Services, April 1998 of Sunderland Marketing strategy prepared for The On Yer Bike – Cycling and Tourism Tel: 0191 515 3700 Celtic Trail in South Wales. Steve Beioley, The Tourism Company Available from: Celtic Trail Marketing English Tourist Board Insights Ref: European Cycle Routes Office Vol 7/ B17 September 1995 Jens Erik Larsen and Philip Insall Tel: 01792 781212 Market profile for UK cycle tourism. Sustrans, September 1997 Available from: ETB Insights Office Report on national and international 10.6 GUIDES ON PRODUCING Tel: 0181 563 3361/2 cycle route developments in Europe. CYCLE ROUTE LEAFLETS Available from: Sustrans Information The Market for Recreational Cycling Service Step by Step in the Countryside Tel: 0117 929 0888 Scottish Tourist Board, 1997 Countryside Commission, March 1995 £10+ £1.50 p&p Illustrated manual for producing a Study of the potential market for local cycling leaflet written by the recreational cycling in the countryside 10.4 GOVERNMENT POLICY Cyclists’ Touring Club and Sustrans. Available from: Sustrans Information Available from: Recreation and Tomorrow’s Tourism, 1999. Service Access Branch, Countryside Agency Strategy for tourism Tel: 0117 929 0888 Tel: 01242 521381 Published by: Department of Culture, £10 + £1.50 p&p Cycle Tourism Media and Sport, 2-4 Cockspur Street, London SW1Y 5DH Peter Saabye Simonsen, Birgitte Sustrans’ Guidelines for Design of Jorgensen, Derek Robbins, Research Leaflets for Cyclists A new deal for Transport: Better for Centre of Bornholm December 1998 Sustrans, December 1997 everyone, 1998. A study of cycling tourism on the Guidelines for producing leaflets for White Paper on the future of Danish island of Bornholm. local cycle routes. Transport produced for the Available from the Research Centre Available from: Sustrans Information Department of the Environment, of Bornholm Service Transport and the Regions. Tel: 0045 56 44 11 44 Tel: 0117 929 0888 Available from: The Publications Email: [email protected] Free Centre, P.O. Box 276, London SW8 5DT. Tel: 0171 873 9090 £16.50

19 11. USEFUL CONTACTS

CYCLE TOURISM TOURIST BOARDS Heart of England Tourist Board, Woodside, Larkhill Road, CONSULTANTS British Tourist Authority, Thames Worcester WR5 2EF Tower, Black’s Road, Hammersmith, The following consultants are known London W6 9EL Tel: 01905 763436 to have had experience of cycling Tel: 0181 846 9000 Contact: Nigel Russell tourism consultancy projects. Contact: Liz Beaton Inclusion on the list does not East of England Tourist Board, indicate Sustrans’ endorsement of Scottish Tourist Board, Thistle House, Toppesfield Hall, Hadleigh, any consultants, however. Beechwood Park North, Suffolk IP7 5DN Inverness IV2 3ED Tel: 01473 822922 Andrew Keeling ACK Tourism Tel: 01463 716996 Contact: Trevor Hayward Development Services, Greetwell Place, Contact: Lynda Johnston 2 Limekiln Way, Lincoln LN2 4US London Tourist Board, 26 Grosvenor Tel: 01522 536003 Northern Ireland Tourist Board, St Gardens, London SW1W 0DU Anne’s Court, 59 North Street, Tel: 0171 932 2000 Les Lumsdon 72 Fence Avenue, Belfast BT1 1NB Contact: Robert Chenery Macclesfield, Cheshire SK10 1LT Tel: 01232 231221 Tel/Fax: 01625 616680 Contact: Gillian Little, Product South East England Tourist Board, Email: [email protected] Marketing Executive Cycling The Old Brew House, Warwick Park, www.ni-tourism.com Tunbridge Wells, Kent TN2 5TU Andy Cope University of Sunderland, Tel: 01892 540766 School of the Environment, Benedict Wales Tourism Council, Brunel House, Contact: Mark Dowling Building, St George’s Way, Sunderland 2 Fitzalan Road, Cardiff CF2 1UF SR2 7BW Tel: 01222 499909 Southern Tourist Board, Tel: 0191 515 3700 Contact: David Ward 40 Chamberlayne Road, Eastleigh, Hampshire SO5 5JH English Tourism Council, Thames Tim Bull TRACS Consultancy Services, Tel: 01703 620006 Tower, Black’s Road, Hammersmith, Faculty of Leisure, Tourism and Contact: Peter Colling London W6 9EL Transport, Swansea Institute of Higher Tel: 0181 846 9000 Education, Swansea SA1 6ED West Country Tourist Board, 60 St Contact: Mike Kennedy Tel: 01792 481211 David’s Hill, Exeter, Devon EX4 4SY Tel: 01392 276351 Northumbria Tourist Board, Aykley Contact: Delwyn Matthews Bernard Lane The Rural Tourism Unit, Head, Durham DN1 5UX University of Bristol, Bristol BS8 1HH Tel: 0191 375 3000 OTHER ORGANISATIONS Tel: 0117 954 6073 Contact: Michael Hepburn CTC (Cyclists’ Touring Club), 69 Steve Beioley The Tourism Company, North West Tourist Board, Swan Meadrow, Godalming, Surrey GU7 3HS 200 Blackfriars Foundry, 156 House, Swan Meadow Road, Wigan Tel: 01483 417217 Blackfriars Road, London SE1 8EN Pier, Wigan WN3 5BB Contact: Stuart Reid, Planning & Tel: 0171 721 7180 Tel: 01942 821222 Policy Officer Contact: David Crease Colin Speakman Transport for Leisure, 67 Grove Road, Ilkley, West Yorkshire Cumbria Tourist Board, Ashleigh, Holly LS29 9PQ Road, Windermere, Cumbria LA23 2AQ Tel: 01943 607868 Tel: 01539 444444 Contact: David Calway For further copies of this or Johanna Cleary/Tim Hughes Cleary other factsheets please call Hughes Associates, 22 The Copse, Yorkshire Tourist Board, 312 INFORMATION LINE Hucknall, Nottingham NG15 7RS Tadcaster Road, York YO2 2HF 0117 929 0888 Tel: 0115 964 1869 Tel: 01904 707961 Monday - Friday 8.30am - 5.30pm Contact: David Andrews (Saturdays 9.00am - 1.00pm April to September) Rupert Douglas & Associates, Hill Top Barn, Laithes, Penrith This pack has been written by Andrew Keeling, Sustrans’ Tourism Advisor, in Website: www.sustrans.org.uk CA11 0AW partnership with Sustrans. It will be Tel/Fax: 017684 84632 updated as new research becomes 35 King Street, Bristol BS1 4DZ Email: [email protected] available. Users are advised to check Tel: 0117 926 8893 Fax: 0117 929 4173 they have the latest edition. This Charity no. 326550 edition, August 1999. THERE IS NO COPYRIGHT - PLEASE PHOTOCOPY

20 AUGUST / 1999