building blocks of a regional cycle tourism strategy
Post on 23-Mar-2016
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P R E S E N T A T I O N T O T H E O N T A R I O C Y C L E T O U R I S M F O R U M 2 0 1 3
B I K E S M E A N B U S I N E S S
S U E M A T H I E U
Building Blocks of a Regional Cycle Tourism Strategy
1
Overview 2
Assess Your Infrastructure
& Resources
Look at the Markets
Match Products
with Markets
Decide What Needs to Be
Done
Prepare an Action
Plan
Do it!
Work with
Partners
Who is going to do it? 3
Establish a cycle tourism committee
Local cyclists
Bike businesses
Municipality
Regional or local tourism groups
What does your Region have to Offer?
Look at what you have to work with – or could easily develop: Paved bike trails
Abandoned rail lines
Quiet back roads or roads with paved shoulders
Hilly or flat
Forest or natural areas for mountain biking
Outstanding natural features or scenery
Experiences
Services and amenities
Small communities
4
Which Cycle Tourism Markets are the Best Fit?
Four primary cycle tourism market segments:
Leisure/Family
Recreational
Touring
Mountain biking
Others:
Competitive
Events – charity, community, bike clubs
5
Leisure/Family Cyclists
Families
Older adults
Shorter trips
Slower with lots of stops
Off-road trails with good surface
Flat
Cycling an activity while on a trip
6
Recreational Cyclists
Cycle regularly
30 – 50 km per day
Stops en route
Paved bike lanes, roads with low traffic, paved shoulders
Few hills
Cycling is part of the reason for the trip
Hub and spoke
7
Touring Cyclists
Groups or solo
75 – 100 km + per day
Fewer stops
Roads with paved shoulders or low traffic
Varied topography – some hills
Cycling is the purpose of the trip
Different destinations each night
8
Mountain Biking
Several types of experiences:
Cross country - least extreme, travel longer distances
Downhill
Free riding
Dirt jumping
Look for designated riding areas, bike parks or trails
Younger, primarily male
Also events and competitions
9
What Needs to be Done – Build an Action Plan
Cycling infrastructure, e.g. Upgrade existing trails Develop new trails More paved shoulders – identify preferred routes Signage
Other Suggested bike routes/itineraries Community improvements Educate businesses – Welcome Cyclists Support services – bike shops, trailhead parking, luggage
transfer Information – maps, website
10
Build an Action Plan 11
List the actions/tasks to achieve each initiative:
Be specific
Identify:
Who will be responsible
Where will the money come from
When will it happen
A solid, detailed action plan makes implementation a lot easier
Making it Happen
Municipal support is essential Build a business case to sell them on supporting cycling tourism
Partners are critical: Bike businesses
Tourism groups
Economic development agencies
Other businesses
Make sure your partners know what is expected of them – in detail and with a timeframe
Follow up to keep things on track
12
Tips for Success 13
Go for some ‘quick wins’ – in the context of your long term strategy
Get municipal staff and councillors on side
Talk up the benefits to your region – economic, health, tourism
Find some local ‘cycling champions’
Give profile to local success stories
14
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