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Cycle Route, a Moneymaker Claudia Krieger – Tourism Consultant/ “Touristische Projekte”

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Cycle Route, a Moneymaker Claudia Krieger – Tourism Consultant/ “Touristische Projekte” Welcome Cycle tourism „Made in Germany“ 1. Exploring the secrets to Germany´s cycle tourism success Burkhard Stork – CEO /ADFC 2. Quality as the key to success Louise Böhler – Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger – Tourism Consultant/ “Touristische Projekte” | 2 | Exploring the secrets to Germany´s cycle tourism success Situation – structures - strenghts Facts about Germany´s cycle tourism success | 4 | Bicycletours and -holidays • „in the last two years: have you made a cycling tour at least for a ½ day?” • a third of German Population did: 26 Mio. people | 5 | | 6 | Cycle Holidays 2012-2014 Cycling holidays •„in the last three years: 2012/2013/2014: have you made „Cycle 7,4 % holidays“ with at least 3 overnight-stays?“ No cycling holidays: 92,6 % •7,4 % of german population made at least for one time •6 Million people Haben Sie in den letzten drei Jahren (2012, 2013 und 2014) mindestens einmal eine RADREISE mit mindestens drei Übernachtungen getätigt? (N = 3.519) | 7 | Cycling Holidays in 2014 • 5,8 % of german population einmal: 56,4 % • 4,7 Million people Keine: 21,8 % zweimal: öfter: 4,4 % 13,9 % dreimal: 3,4 % | 8 | | 9 | Money + Jobs • 153 Million daytrips • 22 Million over-night stays • 9,16 Billion Euro turnover • 186.000 fulltime-Jobs • ~10% of german tourism turnover (Quelle: Grundlagenuntersuchung Fahrradtourismus in Deutschland, DTV, 2009) | 10 | | 12 | Exploring the secrets | 13 | | 14 | 1. secret: proper Cycle Routes • ~ 220 long-distance cycle routes • Every long-distance cycle route is a brand and a product • Dense network of hotels, restaurants along routes • Often along rivers • Varied nature, interesting POI (museum, castle…) • “Dramatization” • Every long-distance cycle route is developed and managed by an “operator” | 15 | 2. secret: Route Operator What is a route operator? Responsible for: • infrastructure • maintenance • quality • marketing … and economic success • Could be: a tourism organisation, municipality or other local authorities • A route operator is not the same as a tour operator! This means: • real life: unsuccessful products/brands are removed from the market • routes are independent from “political will” | 16 | Route-operator? Who is the route operator? 16 federal states in Germany: | 17 | Route-operator? City: Wilhelmshaven Who is the route operator? 16 federal states in Germany: different local authorities: city, commune, county… Every local authority has its own Tourism organization of Wilhelmshaven: Touristik & tourism organization Freizeit GmbH this organization is responsible for cycle route: Tour de Fries tourism organizations = route operator | 18 | | 19 | 3. secret: leave the niche! • Cycle Tourism is for young, leftwing, longhair hippistyle world saviours? • Cycle Tourism is for MAMILS? • Cycle Tourism is for people who want to experience an adventure? • We succeeded when our parents started to go on cycling-holidays! | 20 | 3. secret: leave the niche! • QUALITY of routes and tourist infrastructure ! • Many cycle holidays: 250km in 5 days. Calm riding, nice breaks, good vine, cultural highlights • Good hotels, family-owned, rural-style. • Destinations with calm, interesting nature + cultural-heritage: Bodensee-Radweg, Donau- Radweg, MainRadweg, Mosel-Radweg | 21 | 3. secret: leave the niche! • 50 % couples • 45,1 years average age • 50% university degree • 85% employed | 22 | Germany´s success • Unique the world over: attractive routes and regions • > 4 million cycle tourists, 153 million day tours, 22 million overnight stays, ~10 billion turnover • Cycle tourism is often a door-opener for daily cycle travel Germany´s secrets • Cycle Routes as infrastructure, brands and products • Route operators • No “adventure”, adressing „normal“ middle-class | 23 | Thank you! @CyclingEmbassyD @fahrradclub @burkhardstork Allgemeiner Deutscher Fahrrad-Club e.V. www.adfc.de Cycle tourism „Made in Germany“ 1. Exploring the secrets to Germany´s cycle tourism success Burkhard Stork – CEO /ADFC 2. Quality as the key to success Louise Böhler – Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger – Tourism Consultant/ “Touristische Projekte” | 27 | Quality as the key to success An overview of the ADFC’s strategies and products Louise Böhler Product Manager – Tourism German Cyclists’ Association [email protected] Germany as the land of bicycle travel • The versatility of Germany as the land of bicycle travel • Varied scenery: rivers, mountains, Baltic and North Sea coasts E.g. Elbe Cycle Route, Tour of the Allgäu, North Sea Cycle Route • Fascinating history E.g. Berlin Wall • Culture and traditions E.g. Bavaria, East Frisia, Spreewald • Location at the heart of Europe: 9 neighbouring countries • Good infrastructure ADFC – Cycle Tourism | 29 | German situation – product range Over 220 long-distance cycle routes ADFC – Cycle Tourism | 30 | Quality makes the diversity transparent e Uniform quality standards Quality-oriented product labelling Seals of approval Decision guidance | 31 | ADFC quality cycle routes and ADFC bicycle travel regions Evaluation of long distance cycle routes and bicycle travel region We provide: • assessment system based on measurable criteria • kilometre-by-kilometre inventory of the infrastructure • suggestions for improvements (e.g.: where are signposts missing, where are there unmarked bollards or dangerous crossings?) • Quality management tool for lasting quality management • support marketing activities • The ADFC’s aims: • uniform standards • objective and transparent criteria enabling comparison • increase the quality of cycling routes ADFC – Cycle Tourism | 32 | ADFC assessment system The cycle route is divided into 50 km units Criteria: Comfortable, navigable surface Signposting Routing Traffic safety Tourist infrastructure Public transport links Stars Points Marketing 5 91-100 4 76-90 3 61-75 2 46-60 1 31up- 45to 0 30 ADFC – Cycle Tourism | 33 | Current Awards 34 ADFC premium routes: Marketing: 4 ***** routes • New flyer for consumers 19 **** routes • Homepage: 11 *** routes www.adfc.de/sternerouten • Star route app for Android and iPhone 5 ADFC bicycle travel regions More than 11,000 km covered and evaluated ADFC awards in 6 European countries: Denmark, Austria, Belgium, Luxembourg, the Netherlands, Hungary Current situation on www.adfc.de/sternerouten ADFC – Cycle Tourism | 34 | Criteria for Bett+Bike businesses Welcome for the night Secure bicycle storage Drying facilities for clothes and equipment Tools for minor repairs Information on local destinations A hearty cyclists’ breakfast ADFC – Cycle Tourism | 35 | 20 years of the Bett+Bike label 1995–2015: Increase from 216 to 5,500 cyclist-friendly hosts in Germany All Bett+Bike hosts are listed • in new Bett+Bike-App , • on Bett+Bike-Homepage www.bettundbike.de • on www.germany.travel "Bett+Bike" umbrella brand for hosts in Denmark, Austria, Belgium and Luxembourg (450 establishments) Best Practice: Ruhr Valley Cycle Route Cycling route along which all partner hosts are certified "Bett+Bike" establishments Verzeichnis Datenbank f APP ADFC – Cycle Tourism | 36 | ADFC bicycle maps and ADFC travel guides • The most popular bicycle map in the world (more than 2 million copies sold) • Cycle routes are checked by ADFC scouts • Long-distance cycle routes, regional routes and route characteristics are presented • Including Gps-Tracks ADFC – Cycle Tourism | 37 | bicycle Bicycle travel website at travel catalogue: www.adfc.de/reisenplus “Radurlaub” ADFC media emphasize App for Anroid and iphone Discoveryquality Map products & Bett+Bike-Map ADFC magazine: “Radwelt” Brochure: “Discover Germany by Bike” | 38 | Nestlé: cycle routes for breakfast 400,000 packs of Nestlé Cornflakes in Germany and Austria reach a younger audience. | 39 | Market research: ADFC bicycle travel analysis The world’s largest long-standing survey on cycle tourism • Examines the travel behaviour of German cycle tourists • identifies trends in cycle tourism Questions on the duration and type of the last cycling tour the most popular cycle routes and regions in Germany and abroad The bicycle travel analysis is a representative survey. | 40 | Results ADFC bicycle travel analysis The most popular long-distance cycle routes in Germany: (TOP TEN out of 147) + 0 Elbe Cycle Route 13.7 + 0 Main Cycle Route 6.5 Danube Cycle Route 6.4 + 1 Rhine Cycle Route 5.0 + 2 Ruhr Valley Cycle Route 4.9 + 4 Weser Cycle Route 4.4 - 1 Baltic Sea Coast Cycle Route 3.7 - 4 Lake Constance-Königssee… 3.3 NEW Ems Cycle Route 3.1 + 1 Mosel Cycle Route 3.0 NEW 0 2 4 6 8 10 12 14 16 What is your favourite long-distance cycle route in Germany? (N = 1,914 without weighting) in % | 41 | 42 Thank you for your attention! How does it work in practice? ADFC – Cycle Tourism | 42 | A Cycle tourism „Made in Germany“ 1. Exploring the secrets to Germany´s cycle tourism success Burkhard Stork – CEO /ADFC 2. Quality as the key to success Louise Böhler – Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger – Tourism Consultant/ “Touristische Projekte” ADFC – Cycle Tourism | 43 | The Ruhr Valley Cycle Route, a moneymaker Successful development and the economic impact of a riverside cycle route „Velo-City Global 2016“ Feb 27 – Mar 1, Taipeh, Taiwan 1. A river couldn’t be more exciting History, structure and development 2. Together we are strong Cooperation and networking 3. Success is measurable Certificates, evaluation and economic impact 4. Stagnation is regression Progress
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