CUMBRIA AND THE LAKE DISTRICT 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 CUMBRIA 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.