Cycle tourism “Made in Germany” Germany´s recipe for success Frank Hofmann Member of the Board Chairman for Tourism, ADFC Cycle Tourism Conference Canada 01.03.2019
Agenda for today At first Figures: cycle tourism in Germany Is there a recipe for successful cycle tourism? 6 ingredients for Germany /midth of Europe
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ADFC: German Cyclists’ Association • Cyclist association, founded 1979, > 175.000 members
• Our Mission: To make more people bike more often! • National level, 16 org. at state level, ~500 org. local • Work: advocacy, actions, projects, service Cycle tourism/ leisure cycling
Urban cycling/ everyday cycling
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About me: Frank Hofmann • • •
• • • •
52 years old, married, 3 children, living near Hannover Master in cartography, geography and tourism management: master thesis: Economic impact from cycle tourism in Germany Several leading position in classic travel industry (TUI, DER-Touristik…)
ADFC member since 1986 Voted for national board/committee 1992 Book author ‘92 -2018: “Long distance distance cycle routes in Germany” Project leader “Discover Germany by bike”
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Basics: Germany´s cycle tourism success • The versatility of Germany
o Varied scenery: rivers, mountains, Baltic and North Sea coasts e.g. Elbe Cycle Route, Tour of the Allgäu, Baltic Coast Cycle Route o Interesting & history e.g. Berlin Wall o Culture traditions e.g. Bavaria, East Frisia, Spreewald • at the heart of Europe: 9 neighbouring countries • infrastructure
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Market research: ADFC bicycle travel analysis The world’s largest long-standing survey on cycle tourism: Started 1999 • 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.
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Cycle tourists in 2016 •Have you completed at least one cycling trip with at least three overnight stays in 2016?
cycle tourist : 7,6 %
not a cycle tourist: 92,4 %
•7.6 % of German population •5.2 million people Have you completed at least one CYCLING TRIP with at least three overnight stays in the past three years (2013, 2014 and 2015)? (n = 3,458)
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Day trips by bike in 2016 • day trippers in 2016: 29% • approx. 20 million Germans • average number of day trips: approx. 7.7 day trips/person • approx. 150 million day trips in 2016 = 411.ooo each day…
no day trips by bike: approx. 71%
day trips: approx. 29 %
Did you go on at least one day trip in 2016 during which the main purpose was to cycle? (n = 4,205)
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Development of German cycle tourism Cycle tourism, a holiday segment experiencing dynamic growth!
+30 % increase in cycle tourists since 2014 2016: 5.2 million
2016:
150 million day trips
2015: 4.5 million
by bike
2014: 4 million
Please indicate in the following overview how many cycling tours/trips you completed in 2016: cycling trips with at least three overnight stays (n = 1,087; online panel only)
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Cycle tourism as an important economic factor
Official data from 2009:
• 22 million overnight stays • 9.16 billion euro turnover (10%) • 186.000 full-time jobs (Source: Grundlagenuntersuchung Fahrradtourismus in Deutschland, DTV, 2009) Cycle Tourism Conference Canada 2019
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Local benefits Turnover while having bicycle holiday: • ~ 45% Gastronomy • ~ 17% Accommodation • ~ 26% Retail • ~ 6% Leisure/entertainment
• ~ 6% Services
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Travel companions • Partner the most popular travel companion • Cycling trips with friends second most popular • Cycling trips with children are rare 13% >6 ppl.
54%
With (marital) partner
34%
With friends
47% 2 ppl.
18%
Alone
7%
With children aged <14 With a travel group
5%
With children aged 14+
4% 0
18% alone
23% 3–5 ppl.
10
20
30
40
50
60
Who did you complete your cycling trip with? (n = 3,136)
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Bicycle travel = individual travel â&#x20AC;˘ 88% of cycling trips organised entirely independently â&#x20AC;˘ Target groups relevant to cycling trip/tour operators: - older cycle tourists
5% (8%)
- pedelec users
partly with the help of a trip/tour operator
88% (83%)
7% (9%) organised by a trip/tour operator
organised entirely independently
(%) comparison to 2015
How did you organise your longest cycling trip in 2016? (n = 3,150)
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Information sources before the cycling trip • Internet as the #1 source of information • “classic” cycling maps important for every second cycle tourist 90 (90)
Internet
(60)
Cycling maps
(41)
40
Cycling trip guides
(27)
28
Tourist information (offline)
(27)
24
Digital maps on PC
(23)
Magazines
22
Bett+Bike app/overview map
14
(21)
(6)
55
in % / (x) comparison to 2015
4
Other 0
20
40
60
80
Which information sources did you mainly use to plan your trip? (n = 3,575) / Which information sources did you use? (n = 3,151)
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The recipe for success
1. Do you Know your target group? Cycle Tourism Conference Canada 2019
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Out of the niche ! • Cycle Tourism is for young, leftwing, longhair hippie style world saviours! • Cycle Tourism is for MAMILS! • Cycle Tourism is for Cycling-Enthusiasts! • Cycle Tourism is for people who want to experience an adventure!
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| Source: fotolia
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Who cycles on holidays?
• Ø 48 years average age • Cycle tourists earn more than the average holidaymaker • 79% in gainful employment • 50% university degree • 78% of households with no children Cycle Tourism Conference Canada 2019
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Cycling tourists want … • Ø 45 – 60 Kilometres per day
• tour comprising 4 to 6 stages • Ø 9 holiday days of which 7 cycling days • point to point tours with changing accommodation (74% ) • calm riding, nice breaks, good wine, cultural highlights • good hotels, family owned, rural style • interesting nature, cultural-heritage • QUALITY ! • Experience! Cycle Tourism Conference Canada 2019
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Nürnberger Würstchen
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The recipe for success
2. Marketable products Cycle Tourism Conference Canada 2019
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Quelle: TTG/Marco Fischer
Quelle: LTMA/ Gawandtka
More than 250 long-distance cycle routes = products Quelle: STG/ Spiegelhalter
Quelle: LAG
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Quelle: TVSSW/Silvio Dittrich
Quelle: visitBerlin/ Philip Koschel
| Quelle: TMV
Cycle Way System in Germany and EuroVelo
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Cycle regions Source: Chiemgau Tourismus
• network of themed cycle routes
• • •
for day trips scenic landscapes various POIs options for other activities:
Source: Uwe Hinrichs
hiking (33 %), swimming (32 %)
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Long-distance cycle routes
Source:T VOLA/Vaude/kme-studios.com
Source: RTG
Source: vennbahn.eu
• • • • Cycle Tourism Conference Canada 2019
along scenic rivers on former railway lines through varied nature in combination with interesting sights (museums, castles, | 32 |…) churches
Most popular long-distance cycle routes in Germany TOP 10 long-distance cycle routes
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Recipe of success
• Every long-distance cycle route should be marketable product and a brand. • Every long-distance cycle route should have a dense network of hotels, restaurants and sights (POIs at least every 20 miles). • Every long-distance cycle route should be developed and managed by an “operator”. Cycle Tourism Conference Canada 2019
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The recipe for success
3. Route operator = responsability Cycle Tourism Conference Canada 2019
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A successful cycle route needs someone who takes care of all important processes.
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Route operator ... is responsible for: • development of the route • building and maintenance of infrastructure • cooperation between main POIs • ensuring quality • marketing • … and economic success
A route operator is not the same as a tour operator selling packages! Cycle Tourism Conference Canada 2019
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Who is the route operator? 16 federal states in Germany:
different local authorities: city, commune, county â&#x20AC;Ś
Every local authority has its own tourism organization.
tourism organizations = route operator
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Who is the route operator? different local authorities: city, commune, county â&#x20AC;Ś
Every local authority has its own tourism organization.
Local authority: Ruhr area
City: Wilhelmshaven
tourism organization of Wilhelmshaven: Touristik & Freizeit GmbH
tourism organization of Ruhr: Ruhr Tourismus
This organization is responsible for cycle route: Tour de Fries.
This organization is responsible for cycle route: Ruhr Valley Cycle Route.
tourism organizations = route operator Source: Friesland Touristik
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The recipe for success
4. „Dramatization“ – product development Cycle Tourism Conference Canada 2019
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“Dramatization”
• To underline the theme or main topic of a longdistance cycle route additional POIs were developed. • It’s all about story telling…
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listening experience via smartphone
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Source: Ammerland Touristik
Put landscape in the limelight
Source: www.park-der-gaerten.de
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Theme: thermal baths, kneipp cure, wellness
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Source: Regionalverband Ruhr
Theme: industrial culture
“Dramatization”
• To underline the theme or main topic of a longdistance cycle route additional POIs were developed. • Many routes are developed around a theme or main topic without “given course” • Many routes have additional POIs for target groups: playgrounds, cultural hints …
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The recipe for success
5. Corresponding services Cycle Tourism Conference Canada 2019
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Bett+Bike hosts 1995â&#x20AC;&#x201C;2018: increase from 216
to 6,000 cyclist-friendly hosts in Germany
Also in Belgium , Denmark, Luxembourg, Austria
9 regional managers, 120 inspectors Website relaunch
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App
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Criteria for bett+bike businesses Guests also accepted for one night onlystay for one night Lockable room to store bicycles overnight Extra room for drying clothes and equipment A healthy breakfast Information about regional tourist offers for cyclists Provision of a basic repair kit
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| Würzburg
Signposting
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Nice Rest areas
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Fresh regional milk drinks
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The recipe for success
6. Reliable quality Cycle Tourism Conference Canada 2019
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ADFC quality cycle routes and ADFC bicycle travel regions
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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.: Are there any signposts missing?, Are there any unmarked bollards or dangerous crossings?)
• Tool for lasting quality management • Support marketing activities • The ADFC’s aims:
o Uniform standards o Objective and transparent criteria enabling comparison o Increase the quality of cycling routes Cycle Tourism Conference Canada 2019
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ADFC assessment system The cycle route is divided into 50 km (30 miles) units Criteria: comfortable, navigable surface signposting routing traffic safety tourist infrastructure public transport links marketing
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Stars
Points
5
91-100
4
76-90
3
61-75
2
46-60
1
31-45 up to 30
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Quality makes the diversity transparent
e
uniform quality standards quality-oriented product labelling
seals of approval
decision guidance Cycle Tourism Conference Canada 2019
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Awards from 2018 38 ADFC quality cycle routes : 4 routes with 24 routes with 10 routes with ADFC bicycle travel regions
4 regions with ď&#x192; more than 12,000 km covered and evaluated
ADFC awards in 6 European countries: ď&#x192; Austria, Belgium, Luxembourg, the Netherlands, Switzerland, France For more information please log on to: www.adfc.de/sternerouten
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The recipe for success
7. Communication!! Cycle Tourism Conference Canada 2019
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Professional service for the media
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Business card of “Discover Germany by bike”
www.adfc-radtourismus.de
New cooperation with routing APP – komoot Instagram #deutschlandperrad Cycle Tourism Conference Canada 2019
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Discover Germany by bike Cooperation between the ADFC and the German National Tourist Board (DZT): successful national and international marketing of Germany as a bicycle travel destination for the last 18
years. www.germany.travel
TOP 10 of the most popular cycle trails in Germany
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Crossmarketing: cycle routes for breakfast NestlĂŠ Cereals with different routes and route information
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The recipe for success
8. Donâ&#x20AC;&#x2DC;t miss trends Cycle Tourism Conference Canada 2019
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E-Bike assistance (EPAC) • E-Bike: pedal assistance up to 25kph • 15% of sold bikes in Germany are EBikes • 3 mio E-bikes sold (750.000 in 2018) • up to 80% bought due to cycling holidays/trips • keeps (elder) couples on bikes ! • but also interesting for families, travel groups… Cycle Tourism Conference Canada 2019
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Thank you for your attention! Contact Frank Hofmann National Chairman for Tourism Allgemeiner Deutscher Fahrrad-Club e. V. (ADFC) Mohrenstr. 69, 10117 Berlin, Germany Tel.: +49 030 209 1498-0 Mobile: +49 172 6574845 Frank.Hofmann@adfc.de Twitter: @Radreiseland More information: https://www.adfc.de/ueber-den-adfc/ Cycle Tourism Conference Canada 2019
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