CUMBRIA AND THE CYCLE TOURISM TOOLKIT

golakestravel.co.uk ABOUT THIS GUIDE

04 WHAT IS CYCLE TOURISM? 06 CYCLE TOURISM...WHAT’S IT WORTH? 07 DISPELLING THE MYTHS 10 BIKES ON TRAINS, BOATS & BUSES! 11 CYCLIST-FRIENDLINESS REALLY DOES MATTER 13 THE BASICS 14 ADDING VALUE 16 BUSINESS BENEFITS OF THE BICYCLE 17 MARKETING TO CYCLISTS 19 CYCLISTS WELCOME 21 BROADEN YOUR NETWORK

Throughout this guide, you will see numbered references like this (1). These refer to the Further Reading list on Page 23.

02 AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT WHO IS THIS TOOLKIT FOR? This toolkit is designed for any tourism business who wants to find out more about how to welcome cyclists to their business and the associated benefits.

• Cycling is a growing market, appealing to different age groups and sectors • A little low cost investment can go a long way • Learn how to improve your visitor offer and set your business apart

This toolkit gives an overview of cycle tourism, Cycling in Kentmere it cuts through the jargon, provides practical advice and simple ideas on how to successfully market your business to the ever growing cycle tourism market. Whatever your experience of cycling, we hope that there will be something for you in this toolkit.

WHY CUMBRIA? The Lake District and Cumbria was made for cycling, with everything from challenging off-road­ mountain biking routes, to gentle country lanes and traffic free trails for families. Cycling is a fantastic way to discover our countryside, its hidden gems and get closer to nature – meeting visitors’ demand for more unique and authentic travel experiences.

WHY CYCLING? There is little doubt that cycling is a great In 2012, it’s estimated that 3.7 million people leisure activity – it’s free, fun, and keeps you cycled at least once a month(1). fit and healthy. It doesn’t matter if you are 6 or 60, you can still experience the joys Reducing tourism related car use, by of whizzing along a country lane soaking up encouraging visitors to explore Cumbria by the fresh air and fantastic countryside! bicycle, is key to helping to protect our special landscape and ensuring that visitors No wonder cycling is a booming pastime, with keep coming back to this beautiful part of more and more people taking to two wheels. the country.

golakestravel.co.uk 03 SO...WHAT IS CYCLE TOURISM?

Sustrans, the UK charity promoting Wow, that is a mouthful! In reality, this means sustainable transport, define cycle anyone who cycles away from their home can be a cycle tourist. tourism as: When you think about cyclists, you may think of “recreational visits, either overnight Lycra clad packs of riders whizzing along at high or day visits away from home, speed, not stopping until they’ve completed which involve leisure cycling as their training session. a fundamental and significant part The reality is that cycle tourists are more likely of the visit.” to be people who just happen to ride a bike. People participate in cycling in many different ways. These ‘cycling tribes’ might seem bewildering and confusing at first, but they are pretty easy to figure out.

WHO IS THE AVERAGE LEISURE CYCLIST? • 45 - 55 years • 60% male, GROUPS > 5 40% female GROUPS 3 - 5 • Above average educational and ALONE professional status FEMALE MALE • 20% cycle alone, 50% cycle in COUPLES/PAIRS couples/pairs, 20% groups of 3 - 5, 10% other

AVERAGE LEISURE CYCLIST AVERAGE LEISURE CYCLIST GENDER GROUP SIZE

04 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT IDENTIFYING CYCLING TRIBES THE THE LEISURE MOUNTAIN CYCLIST BIKER

People riding bikes, wearing everyday clothes. Riding bikes with fat knobbly tyres, chunky They might bring their own bikes or they suspension forks, sporting baggy shorts might hire them, either way they are bound and carrying a small rucksack with spares. to be having lots of fun! Leisure cyclists are These guys are looking to stop off at places looking for places to stop off for food & drink, that have outdoor seating or don’t mind a attractions and other activities to fill the day. bit of mud!

THE THE TOURER ROADIE

Bikes laden with panniers (bags attached to Bikes with drop handlebars, a jersey with the rear, and possibly front, of the bike), tourers rear pockets, tight shorts and possibly a tiny are usually going somewhere with the journey brimmed cap poking out from under their and the experience equally as important as aerodynamic helmet, the Roadie is the the destination. Regularly spotted on the C2C prototypical cyclist. Looking to stop off route heading east and looking for cycle friendly somewhere with secure cycle parking and accommodation, information on the local area plenty to eat and drink to fuel up. and food stops.

THE THE ELECTRIC CYCLING CYCLIST FAMILY

Electric bikes or e-bikes­ are the new kid on Children love cycling it’s fast and fun, and gives the block in the world of cycling. E-bikes­ come them freedom and independence to get around. in all shapes and sizes so you might have Families on two wheels are looking for safe, difficulty identifying them from regular bikes. accessible trails that combine the thrill of cycling Only the quiet purr of the electric motor with other activities, attractions and facilities or the ease which they glide up hills might like loos and cafés. give them away. May need a charge point en route, appreciate stopping off at local attractions, cafés, shops etc.

golakestravel.co.uk 05 CYCLE TOURISM... WHAT’S IT WORTH?

Cycle tourism is now worth up to The market is growing by 10-15% per annum (5) £2.4bn per annum to the UK economy and will be worth over £3bn by 2015 . made up of 1.23 million overnight Even so, UK still lags behind our European trips and 149 million day trips(2). counterparts in cycling uptake. For example, in Germany 25% of people cycle while on holiday compared to 3% in the UK suggesting that there is plenty of room for growth(3).

THE ‘WIGGO EFFECT’ Research suggests that the London 2012 Olympics, Bradley Wiggins’ success in the 2012 Tour de France and the increasing popularity of the Tour of Britain amongst other events has created a cycling boom. Visit England surveys show that over 3.8 million people are keen to get into the saddle(5) and in a recent study by the London School of Economics, 25% more people said they would be more likely taking a UK based cycling holiday as a result of Olympic and Tour de France successes(4). The second stage of the Tour of Britain, which came through Cumbria in 2013 generated over £4million net expenditure for the county, with around 70,000 spectators attending the stage(10).

Despite the general economic slowdown felt across the UK and Europe, cycle tourism trends suggest that the sector is continuing to grow(1). In Switzerland 7% of people take an extended cycling holiday (of a week or longer and in Denmark 25% of all tourists cycle on holiday, while in the Netherlands 52% of people cycle for holiday or recreation(11).

06 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT DISPELLING THE MYTHS

JUST VISITORS WITH BIKES... ROADS ARE TOO BUSY... You may already have cycle tourists coming Don’t be put off if your business isn’t situated to your business, you just don’t know it! on a quiet country lane. There’s plenty of off And there’s plenty more out there too, Cumbria road trails and family friendly routes right across is cycling heaven for all the different tribes, Cumbria. The delights of Windermere’s West meaning you can tap into cycle tourism business Shore, old railways tracks at Keswick and all year round across the different markets. Coniston and the quiet coastal lanes on the Solway can all be enjoyed without worrying about traffic.

BAD WEATHER... TOO MANY HILLS... We all know that Cumbria gets more than its fair It’s not all about descending steep mountain share of wind and rain through the year, but that passes at speed, gentle rolling countryside doesn’t stop cyclists enjoying the countryside. can be found around the west coast, Eden and Mountain biking in particular is popular come Lake District Peninsulas, offering a relaxing rain or shine, so make sure you’ve got space for and peaceful cycling day out. Also don’t forget wet, muddy gear and everyone will be happy. that electric bikes make light work of big hills and are available from a host of hire points.

CYCLISTS VS WALKERS... GO LAKES TRAVEL... They are often one and the same! If your It’s not always obvious where the best places business attracts a lot of walkers then the to cycle are and whilst some cyclists may be chances are many of your visitors will also confident exploring on the roads, others prefer be up for giving cycling a go too, or may to have information on the quieter, traffic free already cycle. options. Go Lakes, Lake District National Park Authority and Cumbria County Council all offer excellent information on routes to suit all interests and abilities.

golakestravel.co.uk 07 CASE STUDY: LOW WRAY CAMPSITE, AMBLESIDE The National Trust has recently launched a “Last season, we saw a massive increase new campaign called ‘Getting Outdoors and in uptake over the previous year. The new Closer to Nature’ that is aiming to get people cycle paths have really helped to connect enjoying the natural world. At Low Wray key locations and the Windermere west campsite, one way in which they are doing shore path has proved popular with our this is by offering bike and electric bike hire. guests. We had nearly 500 individual hires in 2013 so our bikes have been really well Marcus Chapman, the campsite supervisor, used. We now have electric bikes and says: “I’ve been working at Low Wray since these have proved popular with groups of 2009 and there have been radical changes mixed ability. I expect that these will be in that time. We’ve been offering cycle hire popular this season.” here for 2 seasons now (2014 is the 3rd season). Getting people out of their cars and onto our bikes is a great way to reduce carbon emissions, pollution and congestion in the Lake District. I think people enjoy much more of the local area when exploring by bicycle.”

CYCLISTS DON’T SPEND VERY MUCH... Wrong! It depends on the type of cycle tourist.

Spend by those on cycle holidays can be high – up to £48/day(2). As a comparison it is estimated that average visitor spend in Cumbria is typically £20.40(12).

Holiday cyclists spend at least as much as any other visitor while Day cyclists spend a little above average at £13 per day(2).

“In 2011, approximately 13,000 Enjoying some retail cyclists completed the C2C cycle therapy en route route, with an average spend of £50 per person per day(9).”

08 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT IS ALL MONEY REALLY EQUAL? Money spent locally, stays locally. Research indicates that cycle tourists spend very locally, visiting local pubs, cafés and restaurants and using independently owned accommodation more than other holiday makers. This is primarily because cyclists can’t carry much with them so they make more frequent stops resulting in a higher overall spend(6). Because cycle tourists spend their money locally rather than at national chains, this money is worth much much more to the local economy through indirectA and inducedB spending. Cyclists having a well earned “£10 spent locally = up to rest in Elterwater £24 to local economy(2).”

CASE STUDY: EDEN VALLEY EPIC SPORTIVE, 3RD MARCH 2013 Post event surveys from the first Eden Valley Epic cycle sportive suggested that the typical spend per competitor in the local area was between £20C and £58D meaning that this one day cycling event was worth between £57,000 and £134,000 for the local economy. This included spending on travel, food and drink, accommodation and cycling equipment.

A ‘sportive’ is a timed, but non-competitive challenge cycling event designed to allow riders to test themselves on a way marked course. These events are usually held on roads open to traffic.

A Indirect spending - the money spent by tourists that is respent within the local economy by tourism business e.g. by purchasing produce from another local supplier. B Induced spending - what the employees of tourism businesses spend by having a job and living in the community. C Median figure.D Mean figure.

golakestravel.co.uk 09 BIKES ON TRAINS, BOATS & BUSES!

As tourism businesses, there is a great opportunity to take advantage CASE STUDY: CYCLIST FRIENDLY TRANSPORT of our excellent public transport links to attract cyclists to the region. Windermere Lake Cruises Bike Boat Windermere Lake Cruises have launched Bikes can be carried on the Ullswater Steamers a new Bike Boat service which shuttles and Windermere Lake Cruises to create easy cyclists (and their bikes) across Lake day rides, as well as on some trains and buses. Windermere to access a wealth of cycling Tell your potential guests about the options on the Western shore of the Lake. It can available to them! carry up to 12 bikes and passengers • Virgin Trains: Can carry up to 4 bikes across the Lake from Brockhole, operating per train. Carriage is free but booking seasonally over the summer months. via virgintrains.co.uk is essential. The timetable also ties in with the Bike Bus, which offers a great way to get • First Transpennine: Up to 2 bikes per people and their bikes to Brockhole from train. Carriage is also free but a Ambleside, Windermere, Newby Bridge bike reservation must be purchased and other locations. in advance. See tpexpress.co.uk • Northern Rail: Up to 2 bikes per train. Carriage is free and no reservation is required. See northernrail.org

TAKE YOUR BIKE ON THE BUS Many buses around Cumbria are kitted out to carry bikes. Some on racks on the back or on-board, look out for the 800 Bike Bus service which has been especially converted to carry up to 12 bikes on on-board cycle racks. So hopping on the bus is now an easy way to get to the start of your ride. You can also use it as a back-up if you are feeling a little out of puff! Find further information at golakes.co.uk/bikebus

10 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT CYCLIST FRIENDLINESS - IT REALLY DOES MATTER

HOW’S YOUR RIDE? Survey data from the most popular and longest We’ve pulled together cyclist friendly ideas established cycle tourism route in Europe, from industry experts and ground breaking the Danube Cycle Route, suggests that cycle international research into four business friendliness is equally as important as the categories. However, the categories and physical infrastructure in place(7). For your business types listed below are not exhaustive business, this means there are simple and and your business may fall into more than easy measures you can take to make your one category. They are grouped into basic business appeal to this growing market. suggestions, and those which really add value to your business and make you stand out as truly cyclist friendly.

BUSINESSES GAINING THE CYCLING POUND!

BEDS FOOD • Bed and Breakfast • Cafés • Hotels • Pubs • Pubs with rooms • Restaurants • Hostels • Self catering • Camping and caravanning sites

SHOPS ATTRACTIONS • Bakeries and deli’s • Museums • Convenience stores • Heritage sites • Gift shops • Arts and Crafts

golakestravel.co.uk 11 CASE STUDY: POPPI RED - RIDE, PARK & SHOP! Poppi Red: café, shop and decided to embrace cycling. After all, it is lifestyle, Hawkshead the largest growing sport in the UK. We now offer a Ride, Park and Shop service. If you Cycling could bring new customers and come to Poppi Red on your bike and buy open up new opportunities for your business! something in the shop, we will happily send Poppi Red, a warm and welcoming café and on your purchases to you. Then you don’t shop in Hawkshead has taken advantage have to have them hanging on your of the improving cycling infrastructure in the handlebars and can enjoy the rest of your Lake District to attract new customers. day cycling in the Lakes!”

Kim Merrick says, “We noticed that there “We know we get cyclists daily, often in had been an increase in the number of large groups, and are becoming a cyclist people on bikes coming through the village destination. For us, every cyclist is a compared to when we opened. We were potential customer, especially in food and also aware how much money was being drink, so we do everything we can to invested in cycle paths in the Lake District welcome them. We even have towels in through the Go Lakes Travel Programme. case the Lakeland weather is being unkind!” We realised that local businesses were not making any provision for cyclists so we installed bikes racks outside the shop and

12 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT Beds Food THE BASICS Shops Attractions

BIKE SECURITY The single most important thing that cyclists will look for is secure bicycle storage, particularly for overnight stays. Are you set up for this? It doesn’t have to be fancy, any of the following will do: • A lockable garage • A shed or outhouse • A basement • Day parking

If you are a café, shop or visitor attraction, is there somewhere bikes can be left that A WARM WELCOME is safe and secure? This could simply be an A warm welcome is the ultimate way to ensure existing structure suitable for chaining you are cyclist-friendly! Ask guests how bicycles to, something custom made or their ride was, what was good, what was bad. purchased. For inspiration have a look at You will be able to pass on this information golakes.co.uk/cycleparking to other visitors in the future.

LOCAL INFORMATION FLEXIBILITY Provide information on all the local cycling People on cycle holidays may arrive late and opportunities. This might include: leave early and might want to stay for one night only. Are you set up for this? • Trail guides • Cyclist-friendly places to eat For example: Can you provide a simple • Local bike shops lightweight packed lunch, an early breakfast or a hot meal in the evening? • Cycle hire • Cycle carrying facilities on transport “I’ve been known to serve meals • Cash machines at 10.30pm.” • Weather forecasts Alison Clark, Miners Arms on the • Public transport information C2C route. • Shuttle or taxi information

golakestravel.co.uk 13 ADDING VALUE

BIKE SECURITY BIKE WASH Not all cyclists carry a substantial lock – are When bikes can cost over £3,000, care and you able to provide a high quality lock they maintenance is crucial. An outdoor hose (not a can borrow for the duration of their stay? jet wash) to wash bikes after a long and muddy ride will be welcomed by all cyclists. If a hose isn’t an option, a bucket and sponge is better than nothing. Be sure to tell your visitors if you have bike washing facilities!

MAINTENANCE FACILITIES TELL PEOPLE A few simple maintenance facilities will be a real Make sure that your visitors know you winner with all cyclists. These could include: are doing all of these great things to look after them. • A simple cycle maintenance stand • An Emergency Cycle Repair Kit & Cycle • Highlight what you’re doing to be cyclist spares – e.g. inner tubes, brake cables, friendly on your website puncture repair kit • Send out information prior to booking • A track pump on cycling in the area • Allen keys and spanners • Show visitors where facilities are when they arrive • An old rag and some chain oil

Your local bike shop will be able to provide a selection of tools at low cost.

14 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT WASHING/DRYING FACILITIES INTERESTING READS Given the unique UK climate, facilities to wash Put out some recent editions of popular cycling and dry, wet or muddy clothes, shoes and magazines. You never know it might make a bags will always be welcomed by cyclists! cyclist stay for an extra coffee or slice of cake!

CYCLIST-FRIENDLY FOOD After several hours in the saddle cyclists can be a hungry bunch: • Can you do a cyclist special meal deal? • How about 10% off for anyone arriving by bicycle • For self-catering accommodation can your cycling guests pre-order food and drink? Are you able to accept deliveries from supermarkets? • Shops and attractions could display cyclist-friendly food near the counter such as energy bars or flapjacks Family enjoying lunch after a ride

LINK UP WITH A LOCAL CYCLING GUIDING COMPANY OR CYCLE HIRE FACILITIES Have you thought about linking up with a local cycling guide who can provide your guests with a unique experience, or the nearest local bike hire centre to provide cycles to your guests?

Some companies also offer mobile cycle hire, delivering the bikes to your doorstep. FREE WATER BOTTLE REFILLS Check out golakes.co.uk/bybike Offer to fill up water bottles for free and shout about it!

golakestravel.co.uk 15 BUSINESS BENEFITS OF THE BICYCLE

CYCLING APPEALS A LITTLE LOW COST ACROSS AGE GROUPS INVESTMENT GOES & MARKET SECTORS A LONG WAY It’s a growing market, and unlike other All our cyclist friendly ideas cost very adventure activities isn’t constrained little but will make a real difference when to one particular group. Almost anyone welcoming cyclists to your business! can enjoy cycling! It’s a great opportunity to attract new customers from sectors you might not ordinarily engage with.

SEARCHING FOR NEW EXPERIENCES People now increasingly look for experiences which enrich their lives and plan their own holidays using internet resources. They expect to find all the information they need in one place. Cycle tourism can satisfy this demand by providing relaxation, escapism, peace, quiet and physical challenge, in any given amount. This suggests that now is a great time to get your business ready to welcome cyclists. Providing information on the amazing cycling routes and displaying your cyclist friendly credentials is a sure-fire way to encourage cyclists to your business(8). Exploring by bike

CUMBRIA IS THE ADVENTURE IT’S A SUSTAINABLE CAPITAL OF THE UK HOLIDAY ACTIVITY GoLakes Travel is a major campaign to When the only fuel needed is glorious local food, promote sustainable travel in Cumbria and cycling will help to keep Cumbria as beautiful has created a suite of cycling leaflets which as ever. As well as being a fun activity in itself, showcase the best cycling in the area. cycling is a great way to get from A to B whilst on holiday, combined with the bike buses and bike boats, a car-free day out couldn’t be easier!

16 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT MARKETING TO CYCLISTS

IT’S OFFICIAL - CYCLING IN CUMBRIA IS GREAT! So don’t just sell cycling: Sell the Cumbrian cycling experience. Build the connection and tell your cycling story to get visitors engaged with the cycling product you are selling.

MAKE A GOOD DON’T FORGET SEARCH ENGINE FIRST IMPRESSION OPTIMISATION (SEO) Your website will create a first impression SEO is all about ensuring your website is at of cyclist friendly credentials, so include the top of search engine rankings. To improve welcoming cycling imagery, pictures of people your SEO for cyclists, talk about cycling and on bikes in the local area, details of local specific routes by name on your website as routes and promote your key selling points. it will help boost the profile of your business to cyclists through search engine optimisation.

MAKE THE MOST OF LOCAL EVENTS Encourage visitors to stay longer and spend more in the area by creating offers around key local cycling events, whether it’s a sportive such as the Fred Whitton and the Tour of Britain. The British Cycling website has details of all cycling events and allows you to filter by events near you. britishcycling.org.uk

Cycling in Langdale

golakestravel.co.uk 17 CASE STUDY: RATHER BE CYCLING Gavin McDonald, a professional cycle guide “Our selection process is thorough but the and director of Rather Be Cycling, a cycling key things we are looking for are location holiday company, explains why search and cycle friendliness. Secure bike storage engine optimisation is crucial when they is a must. Items like a track pump, spare look for accommodation for their cycle tours. inner tubes for sale, chain oil, GT85/WD40 and a supply of rags are always welcome.” “When we are booking new accommodation for Rather Be Cycling trips we tend to start with a Google Map search specifying ‘cycle friendly hotels’ in the area we want. We check out their websites for location, cycle friendliness, quality, number of rooms available, dinner, B&B provision and price.”

“We then email with our requirements. It’s at this point that there are normally one or two stand out establishments as many accommodation providers simply fail to answer emails.”

BUT REMEMBER, WIDEN YOUR APPEAL Cycling is not just an activity for enthusiasts. Give advice and support to visitors wanting to give cycling a try by highlighting cycle and electric bike hire points.

Tell visitors about the local attractions and activities that they can reach by bike and provide information on taking bikes on public transport.

There are so many great days out that can appeal to cyclists of all ages and abilities. Couple on electric bikes Tailor your information to make a unique offer for your business. in Kentmere

IT’S ALL ABOUT BEING SOCIAL Do you use Facebook and Twitter? bike related articles will enhance your cyclist Using #cycling hash tags will bring your tweets friendly credentials. to a bigger audience, while ‘liking’ interesting

18 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT GET A ‘CYCLISTS WELCOME’ AWARD

The Quality Cumbria and Visit The Visit England Cyclists Welcome Award England assessment schemes both is recognised nationally and is assessed in conjunction with an annual Quality recognise businesses that welcome in Tourism assessment – it is available cyclists through specific awards. for accommodation providers including More formal recognition in this self-catering and camping/caravan. can give you a helping hand to ‘Quality Cumbria’ a local accommodation access the cycle tourism market. assessment scheme for the area also offers a Cyclists Welcome Award for food and drink outlets, visitor attractions and activity providers, as well as accommodation providers (only as part of their Quality Cumbria accommodation inspection).

Assessment can offer great opportunities Some of the basic criteria you will need to for your business such as: meet include: • Marketing and advertising • Provision of secure cycle parking • Support and guidance • Drying space for clothes and footwear • A chance to connect with • Information on cycling in the area like-minded businesses • Emergency cycle repair and puncture kit

golakestravel.co.uk 19 CASE STUDY: BECK ALLANS GUEST HOUSE, GRASMERE “Bikes mean business” “I know all the best local routes and will happily advise my guests on where to ride. Beck Allans Guest House is an independent The Cyclists Welcome accreditation simply Bed and Breakfast in Grasmere that has shows our commitment to welcoming recently been awarded the new Quality cyclists to the region and provide Cumbria Cyclists Welcome accreditation. reassurance to our cycling guests that we As a keen cyclist himself, owner Ian Dandy, have the facilities and services that they is keen to encourage cyclists to come to might need during their stay. For us, and the region and explore what the Lake District many other B&B’s, hotels, pubs and cafés, has to offer. bikes mean business.”

“Cycling in the Lake District is fantastic and the recent improvements to cycle paths will make a real difference to people who want to cycle here. For keen cyclists there are some really challenging routes, but there is also plenty for people who only cycle occasionally too. For people who don’t bring their own bikes, electric bikes are now available to hire in Grasmere (and elsewhere!) and are a great way explore the area.”

FIND OUT MORE To find out how to get your business assessed visitcumbriatourism.org/qualitycumbria

OPPORTUNITIES TO SELL YOUR BUSINESS... If you’re well on the way to being cyclist friendly then there are heaps of opportunities for you to reach cyclists, as well as achieving ‘Cyclists Welcome’.

The C2C (Coast to Coast, or Sea to Sea long distant route) has an online guide that highlights cyclists friendly accommodation along the way, as does the W2W (Walney to Wear/Whitby) guide. There’s also other websites such as bedsforcyclists.co.uk and cyclistswelcome.co.uk that offer advertising opportunities for businesses. Family cycling in Kentmere

20 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT BROADEN YOUR NETWORK

GET INVOLVED WITH BRITISH CYCLING SOCIAL & BREEZE NETWORKS Social Cycling Groups is a free social network set up by British Cycling for cyclists to publicise their rides and join up local groups and individuals looking for people to cycle with.

British Cycling’s Breeze is the biggest programme ever to get more women into riding bikes for fun. Volunteer Breeze champions organise fun, social, local bike rides for women. Rides go at a speed that suits everyone, and they often start or finish at a café so everyone can have a drink and a chat. Sky Ride Locals Sky Ride Local setting off are another great way of getting into cycling, from Brantwood offering fully guided routes for all abilities.

You can get involved in these networks as a business, promoting your offer as an interesting stop-off or way point or the start/finish or a ride. britishcycling.org.uk

GET TO KNOW YOUR LOCAL JOIN NURTURE LAKELAND TOURIST INFORMATION Nurture Lakeland, is a unique and CENTRE (TIC) award-winning local sustainable tourism charity. They are working to help business in Cumbria Let your customers know where your local to improve their environmental practices, TIC is and keep a note of its opening hours and support local conservation and develop a wide contact details. The TIC will have a good range ranging programme of low impact, responsible of local cycling leaflets, guidebooks and OS tourism activity. maps. Build up a good working relationship with the staff at your local TIC so they know nurturelakeland.org what you offer and you know what they offer!

golakestravel.co.uk 21 CASE STUDY: WEST BARN B&B, KENDAL Cyclists Welcome! “I’d urge other small B&B’s to think about what they could do to accommodate people West Barn is a small luxury Bed and who bring bikes – it’s really all about being Breakfast located just outside Kendal. flexible and accommodating.” Owner, Sue Squires, is keen to welcome cyclists to her business. “As Nurture Lakeland members, we are passionate about protecting the fantastic “We’re close to the Walney to Wear cycle Cumbrian landscape using environmentally route, so we do get quite a few cyclists friendly products and supporting local passing through. We even had a couple on producers. Welcoming cyclists and a tandem! We have the Visit Britain Cyclist encouraging exploration by bike is simply Welcome accreditation. This gives peace part of this ethos.” of mind to guests that there will be a safe place to store bikes overnight and from a business point of view it was really very easy to implement. We also offer additional services such as bike & luggage collection from the train station and a clothes-washing service for our cycling guests. I also provide lots of information on local cycle routes, the Bike Bus and Bike Boat so people who bring their bikes know the best and safest places to cycle in the Lake District.”

22 CUMBRIA AND THE LAKE DISTRICT CYCLE TOURISM TOOLKIT USEFUL LINKS www.golakestravel.co.uk Go Lakes Travel Website www.goskyride.com Sky Ride Local & Social Cycling Groups www..org.uk Sustrans – the leading UK sustainable travel charity www.golakes.co.uk The official tourism site for Cumbria www.lakedistrict.gov.uk The Lake District National Park www.ctc.org The National Cycling Charity www.cumbria.gov.uk Cumbria County Council

REFERENCES We’ve referred to various research and reports throughout this toolkit. These are listed below and are a good place to start if you want to learn more about cycling and cycle tourism.

1. Sport England. Active People Survey - October 2008 to April 2012. 2012. 2. Weston, Richard. et al., et al. The European Cycle Route Network - Eurovelo Study. s.l. : European Parliament’s Committee on Transport and Tourism, 2012. 3. Lumsdon, Len. Transport and Tourism: Cycle Tourism - A Model for Sustainable Development. s.l. : Journal of Sustainable Tourism, 2010. 4. London School of Economics. The Olympic Cycling Effect. 2012. 5. Visit England. Travel Trends. [Online] Visit England, 2014. [Cited: 21.03.2014] http://www.visitengland.org/media/pressreleases/2013/TRAVEL_TRENDS.aspx 6. Clifton, KJ, et al., et al. Consumer Behaviour and Travel Mode Choices. s.l. : Oregon Transportation Research and Education Consortium, 2012. 7. Meschik, M. Sustainable cycle tourism along the Danube cycle route in Austria. s.l. : Tourism and Planning Development, 2012. 8. National Geographic. National Geographic Centre for Sustainable Development. [Online] National Geographic, 2013. [Cited: 15.02.2013.] http://travel.nationalgeographic.co.uk/travel/sustainable 9. Ingham, Richard. Sea to Sea Cycle Route: User Assessment and Contribution to the Visitor Economy. s.l. : Cumbria County Council, 2011. 10. Frontline. Economic Impact of the 2013 Tour of Britain, Stage 2 - to Kendal 2013. 11. Beanland, Andy. Cycle Tourism for Sustainable Rural Development: Understanding and Interpreting Lessons from Europe. A report of a Winston Churchill travelling fellowship 2013. 12. Cumbria Tourism. Cumbria Visitor Surveys 2012.

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