Building Blocks of a Regional Cycle Tourism Strategy 1 PRESENTATION TO THE ONTARIO CYCLE TOURISM FORUM 2013 BIKES MEAN BUSINESS SUE MATHIEU
Overview 2 Assess Your Infrastructure & Resources Match Products with Markets Look at the Markets
Decide What Needs to Be Done
Prepare an Action Plan
Work with Partners
Do it!
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? 4
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
Which Cycle Tourism Markets are the Best Fit? 5
Four primary cycle tourism market segments: Leisure/Family Recreational Touring Mountain biking Others: Competitive Events – charity, community, bike clubs
Leisure/Family Cyclists 6
Families
Older adults Shorter trips Slower with lots of stops Off-road trails with good
surface Flat Cycling an activity while on a trip
Recreational Cyclists 7
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
Touring Cyclists 8
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
Mountain Biking 9
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
What Needs to be Done – Build an Action Plan 10
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
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 12
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
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
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