INTRODUCTION

Cycle tourism is now growing rapidly inthe UK, in parallel with renewedinterest in personal health and fitness,and with mounting concern over theenvironmental damage caused by roadtraffic. The development of theNational Cycle Network, with 4,000miles of route opening in June 2000and 9,000 miles by 2005, provides botha catalyst and an opportunity for localauthorities, tourism promoters andother agencies to define coherentroute development and marketingstrategies so as to benefit from cycletourism.

Cycle tourism in the UK is currentlyvalued at £635 million per year. Thepotential for growth here is huge - theforecast for cycle tourism right acrossEurope is £14 billion per year within 20years. With potential economic benefitsat this scale it is not surprising thatthere is keen interest in how to developroutes to attract visitors and tourists,and how to market these effectively.

The benefits of cycle tourism includereductions in pollution and trafficcongestion, economic regeneration andbetter health. In recognition of this,the Government is providing a stronglysupportive policy framework. Both the1998 White Paper on IntegratedTransport and the 1999 Tomorrow’sTourism strategy document call for thedevelopment of sustainable transportmodes.

This information pack draws on basicresearch into cycle tourism and themotivation of its participants, andincludes examples from both the UKand Europe to show the versatility andthe wide range of benefits cycleTourism can bring. The pack is intendedparticularly for use by Sustrans’partners in the development of theNational Cycle Network.

Cycle Tourism I N F O R M A T I O N P A C K · T T 2 1

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CONTENTS Page1. Definitions . . . . . . . . . . . . . . . . .12. Benefits . . . . . . . . . . . . . . . . . . . .33. Facts and figures . . . . . . . . . . . . .44. The Market . . . . . . . . . . . . . . . . .65. Growth Potential . . . . . . . . . . . .86. Key Priorities . . . . . . . . . . . . . . .107. National Cycle Network . . . . . .118. Europe . . . . . . . . . . . . . . . . . . . .139. UK Case Studies . . . . . . . . . . . .1410. Bibliography . . . . . . . . . . . . . . .1911. Contacts . . . . . . . . . . . . . . . . . .20

Holidays based at one overnight place,and Cycle Touring Holidays where theovernight stay changes. Cyclingholidays can be either self-organised,or organised by a cycling holidayoperator as a Packaged CyclingHoliday. The majority of UK cyclingholidays are self-organised in both theUK and Europe.

b. Holiday CyclingThis means cycling whilst on holiday,and consists of day cycle rides takenby both domestic and overseas visitors,while on holiday away from home,cycling being one of a number ofactivities undertaken during theholiday.

c. Cycling Day VisitsThese are defined as trips from home,to places outside a person’s usualplace of residence. These trips mayinvolve setting out from home by bike,or taking the bike by car or train, for aday or half-day cycle ride. Section 1.3overleaf gives further details of thedistinction between tourism andleisure.

1. CYCLE TOURISMDEFINEDCycle Tourism can be defined asrecreational visits, either overnightor day visits away from home, whichinvolve leisure cycling as afundamental and significant part ofthe visit.

1.1 TYPES OF CYCLE TOURISM

There are three main types of CycleTourism:

a. Cycling HolidaysThese are defined as holidays, by bothdomestic and overseas visitors, wherecycling is the main purpose of theholiday. Participants are sometimesreferred to in this paper as “dedicatedcyclists”.

The holidays may be Long CyclingHolidays of four or more nights, ormore commonly Cycling Short Breaksof one to three nights.

There is also a distinction to be madebetween Centre-based Cycling

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1.2 ACTIVITIES UNDERTAKEN BY CYCLE TOURISTS

Information currently availablesuggests the following main types ofcycle tourism activity:

CYCLING HOLIDAYS• Centre-based Cycling Short

Breaks- self-organised holidays where

people are basing themselves in aparticular location for two orthree days and going out for daycycle rides during their stay;

- the majority of UK cycling shortbreaks are thought to be centre-based.

• Independent Cycle Touring Holidays and Short Breaks

- cycle tours (either linear orcircular) of from two to three daysto two weeks’ duration, whichpeople plan and organisethemselves;

- the majority of UK cycle touringholidays are self-organised.

• Packaged Cycling Holidays and Short Breaks

- cycling holidays (usually circularcycle touring holidays) organisedby a cycling holiday operator,either for self-navigation or witha guide;

- the market for packaged cyclingholidays in the UK is very small atpresent;

- there are approximately 70companies offering cyclingholidays in the UK. The majority

are very small companies whichhave been in business for only ashort time. Many cycling holidaycompanies that have beenestablished have found it difficultto sustain their operations andhave collapsed as a result.Ironically, the market leaders arethose companies promotingcycling holidays abroad, such asSusie Madron’s Cycling for Softies,Belle France and Bent’s Bavaria.

HOLIDAY CYCLING /CYCLING DAY VISITSActivities undertaken by day cyclistsand holiday cycling visitors are verysimilar.

The two main types of cyclingundertaken are:

• Traffic-free Cycling- where people are cycling entirely

on traffic-free cycle paths, whichare either linear paths (e.g. TheCamel Trail), or circular pathsaround reservoirs and in countryparks (e.g. Rutland Water);

- will often involve cycle hire;- a particularly popular type of

cycling activity for families andinexperienced cyclists.

• Circular Day Cycle Rides- a circular cycle ride using quiet

country roads and/or traffic-freecycle paths;

- the distance cycled usuallydepends on the level of cyclingexperience: more experienced

cyclists will tend to cycle longerdistances;

- people will either use a publishedcycle route or will plan their ownroute, again depending onexperience. Most local authoritiesproduce cycle route leaflets fortheir area, but the content, formatand style of such leaflets variesconsiderably from one authorityto the next. There is also agrowing number of commerciallyproduced cycle route publications;

- a significant proportion of peoplegoing on day cycle rides will puttheir bikes on the back of theircars and drive to the start point oftheir cycle ride;

- most people will use their ownbikes. A minority will hire bikes.Holiday cyclists are likely to bemore inclined to hire bikes.

OTHERThe following types of cycling can alsobe seen as part of cycle tourism:

• Offroad Cycling / Mountain Biking

• Club Cycling

• Organised Cycle Rides

• Sponsored Charity Rides

• Schools / Youth Group Cycling

• Cycle Racing

There is currently no publishedresearch information about thesetypes of cycling tourism activity.

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1.3 DISTINGUISHING TOURISMAND LEISURE

The normal distinction is that leisurevisits are made by local residents,whilst tourist visits are made bypeople away from their usual locality.Leisure and tourist visitors can bemeasured as having different spendingand transport patterns: tourists willnormally spend more, and may requirespecial facilities such as directions,transport and parking. The Leisure DayVisits Survey 1996 defines tourism as“people travelling to... places outsidetheir normal environment” and

specifies that a recreational visit ofmore than three hours away fromhome is defined as tourism.

This definition is problematic forcycling. Firstly, for leisure riders oncycle routes near population centresthe three-hour cut-off is entirelyarbitrary. Secondly, cycling uniquely isa form of travel as well as an activityenjoyed for itself. What is beingenjoyed - a picnic point outside a localarea, or the cycle route to it? Thirdly,cycling is slow. If a family cycles to apub two miles away for lunch, thusbeing away from home for over three

hours, is this “tourism”, whereas thesame trip by car would be “leisure”because it takes less than three hoursin total?

We have not attempted to resolvethese issues here. We have followedthe definition given by the Leisure DayVisits Survey. For our purposes CyclingDay Visits therefore include rides ofmore than 3 hours away from home.Local Leisure Cycling Trips are thoseof less than three hours. Using thesedistinctions enables easier comparisonwith other forms of tourism andleisure.

• Cycle tourism is anenvironmentally sustainable formof tourism with minimal impacton the environment and hostcommunities.

• Cycle tourism can help reduceexcess traffic.

• Cycle tourism makes good use ofexisting, often under-utilisedresources, e.g. country lanes andby-roads.

• Cycle tourism can provide analternative use for redundant orderelict resources, e.g. disusedrailway lines.

• Encouraging visitor arrivals andmovement by bike can play animportant role in visitor andtraffic management.

• Cycle tourism can help introducerural traffic-calming which willfurther benefit both local peopleand tourists.

• Cycle tourism can provide newincentives for people to visit anarea and can help to attract newtypes of visitor.

For example:The C2C route has attractedthousands of new visitors tothe North Pennines.

• Cycling can provide addedattractions and activity for visitorswhich will help to extend lengthof stay and encourage repeatvisits.

• Encouraging cycle tourism canhelp to encourage utility cycling:many people may rediscovercycling while on holiday or as aleisure activity, and may then beencouraged to cycle morefrequently for other purposes.

• Encouraging cycle tourism canhelp to improve cycling provisionfor local people: the benefits of

The development of cycle tourism canoffer a considerable number ofbenefits, as discussed below:

• Cycle tourists represent a growingand valuable tourist market,particularly for rural areas. Cycletourists will spend at least asmuch in a rural area as othertypes of tourist.

For example:The C2C route attracted over10,000 coast-to-coast cyclingholidaymakers in 1997, with anestimated average expenditureof £100 per person per holiday,contributing some £1.1 millionto the local economy.

• Cycle tourism is good atgenerating local trade and offersparticular opportunities for ruralbusinesses and services. Spendingby cycle tourists can help tosupport rural pubs, village shops,small-scale rural attractions, andrurally-based providers ofaccommodation.

Cycle tourism also offersopportunities for the developmentof cycle hire and cycling holidayoperations in rural areas.

For example:The Tarka Trail in North Devonhas generated theestablishment of some 10 cyclehire operations along its length.

The C2C has supported theestablishment of a successfulcycle tour operation and hasgenerated significant additionaltrade from tourism along theroute.

• As cycle tourists will use localbusinesses, there is a greaterlikelihood that the money theyspend will stay in the localeconomy.

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2. THE BENEFITS OF DEVELOPING CYCLE TOURISM

“Cycle tourism helpssupport rural pubs,

village shops,small-scale ruralattractions andaccommodation

providers.”

“Encouraging cycletourism can help

to encourageutility cycling:

many people mayrediscover cyclingwhile on holidayor as a leisure

activity, and maythen be encouraged

to cycle morefrequently for

other purposes.”

encouraging cycle tourism mayprovide an additional justification for investment in cycle provision.

• Cycle tourism enhances personalhealth, fitness and well being.

3.1 THE SIZE AND VALUE OFTHE UK CYCLE TOURISMMARKET

The following figures (see table right)are Sustrans’ best estimates of thevolume and value of UK cycle tourism.These are based on an extrapolation ofdata from national surveys,1 applyingassumed figures and ratios wherenecessary.

2Sustrans’ estimate derived from UKTS 1997. 3Sustrans assumption. 4Sustrans estimatebased on expenditure figures for Countryside Visits in UK Leisure Day Visits Survey 1996.

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UK CYCLE TOURISM – VOLUME AND VALUE 1997

TRIPS SPEND(thousand) (£million)

Cycling Holidays

Domestic Cycling Holidays 708 104Overseas Visitor Cycling Holidays 125 38Total Cycling Holidays 833 142

Holiday Cycling

Domestic Holiday Cycling 3,200 29Overseas Visitor Holiday Cycling 950 9Total Holiday Cycling 4,150 38

Cycling Day Visits

Total Cycling Day Visits 11,700 105

TOTAL UK CYCLE TOURISM 285

Local Leisure Cycling Trips 102,500 350

TOTAL UK LEISURE CYCLING 635

These figures compare to Sustrans’ previous estimate for the total leisure andtourism cycling spend in the UK of £535 million in 1995. However they arenot strictly comparable with previous estimates as the basis for extrapolationfrom the national surveys has been refined in the light of new data.

1United Kingdom Tourism Survey (UKTS) 1997 - for information on domestic tourism.International Passenger Survey (IPS) 1997 - for information on overseas tourism.Overseas Leisure Visitor Survey 1996 - for information on overseas tourism. UK Leisure Day Visits 1996 - for information on day visits.

Cycling HolidaysDomestic Cycling Holiday Visitors: £146 per trip2 (£30-35 per night)

Overseas Cycling Holiday Visitors: £300 per trip (holiday)3

Holiday Cycling / Cycling Day VisitsAverage spend per head: £9 per trip (day)4

Local Leisure Cycling TripsAverage spend per head: £4 per trip (day)4

3. UK CYCLE TOURISM FACTS AND FIGURES

3.2 AVERAGE SPENDING BYUK CYCLE TOURISTS

The following figures are given as aguideline for average expenditure perhead for UK cycling tourists, as derivedfrom the national tourism surveys andcross-referenced with other researchon cycling tourism.

3.3 CHARACTERISTICS OF UKCYCLE TOURISM TRIPS

The following figures for thecharacteristics of UK cycle tourismtrips (as derived from the nationaltourism surveys) may also be useful:

All UK Cycle TourismThe majority of UK cycle tourism trips(of all types) are in the countryside atpresent: UK cycle tourism is essentiallyrural. Urban cycle tourism is largelyundeveloped in the UK as safe cycleaccess into and out of most towns andcities is generally deficient, orperceived to be so. (The National CycleNetwork is being designed to correctthis.)

A more significant proportion of LocalLeisure Cycling Trips are, however,urban–based, particularly in towns andcities where the cycling infrastructurehas been developed.

Cycling Holidays5

Average Length of Stay:Cycling Short Breaks 2 nightsLong Cycling Holidays 7.1 nightsAll Cycling Holidays 4.4 nights

Roughly half (53%) of all UK domesticcycling holidays are cycling shortbreaks, and half (47%) are long cyclingholidays; most of them are centre-based. An analysis of the UK TourismSurvey figures for 1994 suggested thatonly 11% of domestic cycling holidayswere touring holidays. The sample sizefor this analysis was, however, toosmall to be conclusive.

Cycling Day Visits6

The UK Leisure Day Visits Survey doesnot give specific information on thecharacteristics of cycling day visits.The following characteristics ofTourism Day Visits to the countrysidemay help to give some insight into thecharacteristics of cycling day visits.

Average distance travelled to start point 39.3 miles

Average duration of trip 3.6 hours

Average party size 4.6

5Sustrans estimates derived from UKTS1997. 6Figures for Countryside Visits forUK Leisure Day Visits Survey 1996.

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“The majority ofdomestic cycling

holidays are centre-based.”

“UK cycle tourism is essentially rural

at present. A more significant proportion

of Local Leisure Cycling Trips are

urban, particularly in towns and cities where the cycling infrastructure has been developed.”

“UK cycletourism and

leisurespending is nowvalued at £635

million peryear.”

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For a clear understanding of the UKcycle tourism market it is necessary toconsider:

a) how the UK cycle tourism marketcan most usefully be segmented;

b) what types of cycling tourismactivity are of interest to eachmarket segment;

c) what are the key productrequirements of each marketsegment.

4.1 UK CYCLE TOURISTMARKET SEGMENTS

There are many ways of segmentingthe UK cycle tourism market. Researchundertaken for the East of EnglandTourist Board1 suggests that the mosthelpful way to segment the market ison the basis of the frequency withwhich people go leisure cycling. Thisappears to determine:

• the type of cycling tourism thatpeople are interested in;

• the distances they will cycle;

• the cycling tourism products theyrequire.

The following key cycling touristmarket segments can thus beidentified:

a. Infrequent Leisure Cyclists- people who rarely cycle – they are

likely to have cycled as childrenbut have lapsed as cyclists inadulthood;

- they may not own a bike, but ifthey do, the likelihood is that theyhardly ever use it;

- this segment would also includepeople with young children, whoare temporarily constrained by thelimits of the cycling abilities oftheir children, or the logistics oftaking babies and very youngchildren cycling.

4. UNDERSTANDING THE UK CYCLE TOURISM MARKET

b. Occasional Leisure Cyclists- people who cycle for pleasure a

few times during the summer;- they are unlikely to cycle during

the winter;- they will usually be bike owners.

c. Frequent Leisure Cyclists- people who will go leisure cycling

approximately once or twice afortnight during the summer, andpossibly at least once or twiceduring the winter;

- they will invariably be bikeowners.

d. Cycling Enthusiasts- people who go leisure cycling at

least once a week, whatever thetime of year, although perhapsless frequently during the winter;

- bike owners, and probably regularutility cyclists.

There is another group, of frequentutility cyclists who cycle for pleasureon an occasional basis.

And there are also those from overseaswho may be frequent cyclists at home,but are put off in the UK by adversetraffic conditions.

The distinction between each segmentis, of course, very difficult todetermine. Where one segment stopsand the next starts is impossible to sayand people may well move from onesegment to the other over time.It is also impossible to quantify thesize of each market segment.

It is, however, reasonable to assumethat, based on currently availablefigures for cycle usage, InfrequentLeisure Cyclists will potentially faroutnumber any of the other segmentsat present. Neither does it seemunreasonable to suggest that thepotential size of each market segmentdiminishes as frequency of leisurecycling increases: that there arepotentially more Occasional LeisureCyclists than Frequent Leisure Cyclists,and that Cycling Enthusiasts are likelyto comprise the smallest market

segment. There is, however, noconclusive research evidence toconfirm this view.

It should also be pointed out that asprojects such as the National CycleNetwork enable more people to cyclesafely, more people will be able tocycle more frequently.

The table opposite provides anassessment of the main interests andproduct requirements of each cyclingtourist market segment, based oncurrently available research on the UKcycle tourism market.

1’England’s Cycling Country’ ProfilingResearch, June 1998.

“There are potentially more

Occasional LeisureCyclists than

Frequent LeisureCyclists, and

Cycling Enthusiasts arelikely to comprise the

smallest marketsegment.”

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4.2 CYCLING TOURIST MARKET SEGMENTS – KEY INTERESTS AND PRODUCT REQUIREMENTS

MARKET SEGMENT TYPES OF CYCLING TOURISM PRODUCT REQUIREMENTS ACTIVITY INTERESTED IN:

a. Infrequent Leisure Cyclists • Traffic-free Cycling • Traffic-free cycle paths• Packaged Cycle Touring Holidays • Cycle Hire

• Packaged cycling holidays

b. Occasional Leisure Cyclists • Day Cycle Rides (20-25 miles • Circular day cycle routeson quiet country roads and with maps and informationtraffic-free paths) • Traffic-free cycle paths

• Centre-based Cycling Short • Safe places to leave the carBreaks while cycling

• Access to countryside from town • Ideas for cycling short breaksand home • Cycle friendly accommodation

• Cycle parking and storage• Cycle repair/rescue

c. Frequent Leisure Cyclists • Day Cycle Rides (30-35 miles • Circular day cycle routes withon quiet country roads and maps traffic-free paths) • Safe places to leave the car

• Centre-based Cycling Short while cycling Breaks • Cycle access by train (for some)

• Access to countryside from town • Ideas for cycling short breaks and home and cycle touring holidays

• Cycle friendly accommodation• Cycle parking and storage• Cycle repair/rescue

d. Cycling Enthusiasts • Day Cycle Rides (up to 40-50 • Ideas for day cycle rides - miles primarily on quiet country Cycling Enthusiasts will tend toroads) plan their own rides, using cycle route

• Independent Cycle Touring leaflets for ideas and informationHolidays and Short Breaks • Cycle access by train (generally

• Access to countryside from town more important for Cycling and home Enthusiasts than for other

market segments)• Cycle friendly accommodation• Cycle parking and storage• Cycle repair

For example:Journeys on the Camel Trail inCornwall rose from 70,000 to300,000 between 1987 and 1995.

The Bristol & Bath Railway Pathnow carries an estimated 1.5million journeys each year.

At peak times, there are morecyclists on the Manifold andTissington Trails in the PeakNational Park, than there are cars on the A54 out of Buxton.

The National Cycle Network clearly hasa major contribution to make to thedevelopment of such safe cycle routes.

There is evidence of increasing interestthroughout the UK in thedevelopment of cycle tourism. Manylocal authorities (particularly ruralauthorities) are beginning to recognisethe potential that cycle tourism offersfor their areas. They are investing inthe development and promotion ofleisure cycling routes and trails and inimproving the infrastructure that theirareas offer for cycle tourists.

The private sector is also beginning torecognise the potential of cycletourism: the number of cycle hire andcycling holiday operators is steadilyincreasing; an increasing number ofcommercially produced cycle routemaps and publications are nowavailable; and many tourism operatorsare beginning to recognise cycletourists as a potential new source ofbusiness.

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5.1 PROSPECTS FOR GROWTH

All indicators suggest continuedgrowth in cycle tourism in the UK.

Key factors behind the anticipatedgrowth of UK cycle tourism include:

• the general growth in demand foractive leisure pursuits and activityholidays, as people become moreconscious of their health andfitness;

• an increasing interest in ‘green’(environmentally sustainable)tourism activities;

• anticipated continued growth incountryside recreation andholidays;

• increasing provision of traffic-freeor traffic-managed cycle routessuch as those being created by theNational Cycle Network;

• increasing and improved provisionand promotion of on-road routesfor leisure cycling;

• increasing promotion of cycling asa leisure and holiday activity;

• the more fashionable image ofcycling as a leisure pursuit andholiday option;

• the publicity surrounding theopening of Phase 1 of theNational Cycle Network in June2000.

The development of safe, convenientand attractive cycle routes is clearlythe key to realising the growthpotential of cycle tourism in the UK.

Safety is undoubtedly the mainconcern for cyclists and potentialcyclists, and is the major barrier toincreasing leisure cycling. Wheretraffic-free cycle routes have beendeveloped, levels of use have beenhigh.

UK cycle tourism is likely to remainpredominantly rural for theforeseeable future, until such time asthe country’s urban leisure cyclingproduct is further developed. Howeverin some areas urban cycle tourism maydevelop fast, particularly where theNational Cycle Network creates goodquality routes through cities.

5. UK CYCLE TOURISM – THE POTENTIAL FOR GROWTH

“Journeys on theCamel Trail

in Cornwall rose from 70,000 to 300,000

between 1987 and 1995.”

“Safety isundoubtedly themain concern for

cyclists and potentialcyclists, and is themajor barrier toincreasing leisurecycling. Where

traffic-free cycleroutes have been

developed, levels ofuse have been high.”

5.2 GROWTH PROSPECTS BYTYPE OF CYCLING TOURISTVISIT

Growth prospects for each type ofcycling tourist visit are discussedbelow:

Cycling Holidays

• a relatively small market overall,but one which appears to haveseen steady growth in recentyears;

• likely to be continued steadygrowth in both domestic andoverseas cycling holiday markets;

• the strongest growth is likely to bein self-organised, centre-basedcycling short breaks;

• growth in cycle touring holidays islikely to be more modest, withstronger demand for circular cycle touring routes than for linearroutes (other than ‘pilgrimage’routes, or routes between railstations or ferry ports);

• limited growth is likely in thepackaged cycling holiday market;

• unfortunately the car is likely toremain the primary means ofaccess for domestic cycling holidaytourists, especially those oncentre-based cycling short breaks.There is, however, potential toencourage a greater proportion ofcycling holidaymakers to arrive bytrain, given improved cycle accessby rail, and improved rail services;

• growth in overseas cycle tourism ismost likely to come from theDutch, German, Scandinavian, andFrench markets in self-organisedcycle touring holidays and holidaycycling. There may also beincreased demand for packagedcycling holidays from the NorthAmerican and Australasianmarkets.

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Cycling Day Visits

• cycling day visits offer by far thegreatest growth potential of alltypes of cycle tourism activity;

• there is thought to be significantlatent demand for cycling dayvisits, which remains, as yet,untapped;

• this is a market which should seesignificant growth as the provisionand promotion of safe (and inparticular traffic-free) cycle routesdevelops.

Holiday Cycling

• there is undoubtedly a sizeablepotential market for holidaycycling which can be furtherdeveloped given improvedprovision and promotion ofsuitable leisure cycling routes inholiday areas;

• many UK holidaymakers alreadycycle while on holiday and there isevidence that many more wouldlike to. There is potential toencourage UK holidaymakers touse bikes much more as theirprimary means of transport duringtheir holiday (if not their meansof access in the first place).

For example:In Germany, where the cyclinginfrastructure is much moredeveloped, up to 25% of thepopulation cycle while on holiday(compared to 3% in the UK).

The concept of peoplerelinquishing their cars in favourof cycling or walking while onholiday, is already being applied in the UK at Center Parcs holidayvillages. Such a concept couldpotentially be applied in amodified form in other UK holiday resorts.

“Cycling Day Visitsoffer by far thegreatest growth

potential of all typesof cycling tourism

activity.”

6.1 KEY PRIORITIES

An analysis of the growth prospectsfor UK cycle tourism, and therequirements of the main cyclingtourist market segments suggest thefollowing as the key priorities fordeveloping and promoting the UKcycle tourism product:

• the development of aninfrastructure of safe, convenient,and attractive cycle routes forday/holiday cycling, centre-basedcycling short breaks and cycletouring holidays, with an emphasison traffic-free routes and circularroutes;

• safer and easier cycle access into,around and out of towns andcities;

• coherent and visible route signing,without which cyclists will losethe route;

• better quality cycle route mapsand information;

• improved arrangements for cyclecarriage by public transport andpromotion of cycle access by trainor bus;

• improved bike hire at stations;

• for those cycle tourists arriving by car, suitably located and securecar parking;

• easy-to-book cycle friendlyaccommodation;

• the development of a morecyclist-friendly culture within thetourism industry;

• better co-ordinated and targetedmarketing of cycle routes, cyclehire and cycling holidays.

6.2 THE ROLE OF THENATIONAL CYCLE NETWORK

The National Cycle Network has asignificant contribution to make tothe development of UK CycleTourism.

The development of the Network:

• is already helping to raise theprofile of cycling and should thusserve to encourage more leisurecycling and cycle tourism, andlessen the dependence on the carwhich currently dominates UKtourism;

• is providing a major stimulus tothe development of new cycleroutes and trails throughout thecountry, and is playing animportant role in setting andraising standards for cycle routeprovision and mapping;

• will improve cycle access into andout of towns and cities, makingthem more marketable as cyclingshort break or touring holidaydestinations, and increasing thepotential for encouraging cyclingtourism day visits, and localleisure cycling trips from home bycity and town dwellers;

• will provide new opportunities for tourism businesses located alongthe Network to promotethemselves to cycling touristmarkets, e.g. attractions will beable to promote access by bike,while accommodationestablishments may be able toattract cycle tourers;

• will create new commercialopportunities for the developmentof cycle hire and cycling holidaybusinesses, and the developmentof other businesses, such asrefreshment stops, campsites,other forms of touristaccommodation, and othersupport services, such as luggagetransfer or cycle repair/rescue;

• will provide opportunities forsections of the Network to beincorporated into linked circuitsand loops for circular day cyclerides and cycle touring holidays;

• will provide opportunities fortraffic-free sections (e.g. Bristol &Bath) to be promoted as touristattractions in their own right;

• will provide opportunities for thedevelopment and promotion ofcycling holiday packages bylinking sections to provideextended circular tours, or bypromoting linear routes betweenrail stations and ferry ports (e.g.Hull to Harwich) for cycle touringholidays;

• will provide opportunities forstrategic routes (e.g. C2C) to bepromoted as cycle tour‘pilgrimage’ or ‘challenge’ routesfor both domestic and overseasholidaymakers;

• will help to overcome the imageof Britain’s unfriendly cycleculture for overseas visitors.

6.3 GOVERNMENT POLICY

The White Paper on IntegratedTransport Policy (1998) sets out apackage of measures to create a bettertransport system, which includessupporting the development of theNational Cycle Network.

The Government’s strategy for tourism,Tomorrow’s Tourism, was launched bythe Department of Culture, Media andSport in 1999. Section 4.1 outlinesplans for “developing and promoting asustainable approach”, includingaddressing transport issues associatedwith tourism.

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6. DEVELOPING THE UK CYCLE TOURISM PRODUCT – KEYPRIORITIES

7.1 THE NATIONAL CYCLENETWORKThe Network is currently underdevelopment and sections are alreadyopen. It is composed of traffic-freesections (normally through urbanareas or on the urban fringe), linkedwith on-road sections, often on minorcountry roads. It will provide for twoquite distinct types of use:-

• LOCAL use by local commuter,utility and leisure cyclists andwalkers

• Away from home use by cycletourists.

The mast majority of users fall into thefirst category - over 95% of users arelocal people making local trips, andthese include a high proportion ofpeople making local leisure trips.

Cycle tourism will however become anincreasing element as more of theNetwork opens and is publicised.

7.2 ROUTE EXAMPLESIt will be helpful to appreciate thatexisting sections of the Network varyconsiderably in their use patterns fromplace to place. Three examples willserve:-

• The Bristol & Bath Path is a 13-mile traffic-free route passingthrough urban east Bristol andthen through the countryside toBath. It caters for both walkersand cyclists. It provides a primecommuter route during the weekfor people cycling and walkinginto central Bristol; it is also amajor school route; and atweekends (even in moderateweather) it is packed with localleisure cyclists from thesurrounding areas. Route use issplit roughly evenly betweenutility and leisure use. Very fewpeople travel to the route by car.

Cycle tourism (cycling by peopleaway from their home area, ontrips of more than three hours, orlong-distance cycle touristspassing through) is not so high,but includes people who travel tothe Steam Railway at Bitton or to

Bath and combine this with acycle ride. The Bath end is servedby cycle hire.

The Bristol & Bath Path carries 1.5million journeys per year.

• The Camel Trail in Cornwall issituated in one of Britain’s leadingholiday regions to which mostvisitors travel by car. It hasextensive cycle hire and offers athere-and-back day ride on a flat,traffic-free route which is suitablefor families including very youngchildren and complete novices.The major use of the Camel Trail isby Holiday Cyclists (people goingcycling for a day whilst onholiday), with some use also bylocal people for leisure rides.

The Camel Trail attracts 300,000journeys per year.

• The C2C route (featured in theCase Studies, Section 8) is a 140-mile section of the National CycleNetwork, of which half is ontraffic-free paths. Whilstapproximately 10,000 people peryear cycle the whole route fromcoast to coast as cycle tourists, anestimated 250,000 trips per yearare made by local people at theeastern end alone on trips towork, to school and for localleisure. This shows that asuccessful long-distance route canalso have a distinctly local usepattern in places, within whichthe tourist use is a very smallproportion of the total use.

7.3 FACTORS AFFECTINGROUTE USEUsage of a route for leisure andtourism activities will depend on anumber of factors:-

• How much of the route is traffic-free. All our experience confirmsthat local leisure cycling (whichattracts a high proportion ofnovices and less confident cyclists)will be far higher on traffic-freethan non-traffic-free routes.

• How well the route passes throughor connects with centres ofpopulation. Any traffic-free route

which can be easily accessed fromhome by local people is likely toattract a high level of local leisurecycling.

• Whether the route is in a holidayarea or resort. Good quality trafficfree routes in holiday areas willattract high levels of use byholiday cyclists.

• Whether the route is largely flator hilly. Novices and infrequentcyclists will be put off by toomany hills (although the hardywill find these a challenge, as theydo on the C2C route).

• How well the route links to touristattractions and places to visit. Dayvisitors in particular will beattracted to a route which alsooffers the opportunity to visit asite of interest.

• Whether the route is circular, orcan be incorporated into circularroutes. Cyclists will not alwayswant to return the same way, andmay often seek circular options. Tosome extent this depends on howthe route is marketed and signed.

7.4 TYPES OF CYCLIST USINGTHE NATIONAL CYCLENETWORKOf the four categories of leisure cyclistidentified earlier - Infrequent,Occasional, Frequent and Enthusiast -all are catered for in different ways bythe National Cycle Network.

Local traffic-free sections in urbanareas are ideal for novices. Traffic-freeroutes in holiday areas, if accompaniedby cycle hire, are ideal for familyholiday-makers.

Occasional and Frequent cyclists willuse longer sections, combining thesewith sections on minor roads to createcircular routes. Traffic-free routes outof urban areas will enable thesecyclists to reach the countryside wherenetworks of minor roads are available.

Cycle Enthusiasts are those who aremost likely to attempt the sectionsmarketed as long-distance routes.

11

7. USAGE OF EXISTING NATIONAL CYCLE NETWORK ROUTES

12

7.6 USEFUL FIGURES FORESTIMATION

• Day leisure cycling in urban areasFor good quality traffic-free paths inurban areas, Sustrans uses a rule ofthumb estimation of 50,000-100,000trips per year for every mile of routewithin the urban area, for routes over 5miles long. This figure includes bothcyclists and walkers, and all journeypurposes, and so does not distinguishbetween tourism, leisure and utility.One way to get a rough estimate of theproportion of leisure trips is to measurethe weekend compared to theweekday use.

• Day-cycling in the countrysideAn estimated 83% of people takeleisure day trips of some sort (UKLeisure Day Visits Survey 1996). Theaverage person visits the countrysideover 3 times a year. Of these trips, 3%are thought to have cycling as themain activity (this includes those whodrive there to cycle and those whocycle there - figures are not availablefor each independently).

• Tourist cycle day-trips in urban areasVery little information is currentlyavailable. Tourist use of urban routes islow at present.

• Tourist day-cycling in holiday areasThis will often involve bike hire. Routessuch as the Camel Trail, the Tarka Trailand the Tissington Trail have beenestablished over a period of years. TheCamel Trail attracts 300,000 visitors peryear, of which almost all are holidaycyclists hiring bikes.

Other useful figures are:- 3% of domestic holidaymakers

participate in cycling whilst onholiday (UK Tourism Survey 1997).

- 3% of overseas visitors participatein cycling whilst on holiday in theUK (Overseas Leisure VisitorsSurvey 1996).

• Cycling Holidays - short break andlong distance

- 1% of domestic holidays havecycling as their main purpose (UKTourism Survey 1997).

- Similarly, 1% of overseas visitorsto the UK say that cycling isimportant in the decision to visit(Overseas Leisure Visitor Survey1996).

These figures would be expected toincrease with the opening of theNational Cycle Network and thegeneral interest in cycling and fitness.

7.7 ESTIMATING USE LEVELS

The figures provided above may beuseful to route developers inforecasting use levels, and indetermining how best to marketroutes. Combined with information onspending by cyclists (see Section 3.2,Page 4), they may also be useful inforecasting income generated by aroute. For routes in holiday areas,figures for the holiday population atleast at county level may beobtainable from the Tourist Boards(see Contacts for further information).

For routes through urban areas, localpopulation statistics may be useful, orthe Sustrans “rule of thumb” onmileage. However there is hugevariability between routes in terms ofuse levels which relates to otherfactors entirely, such as terrain(hilliness), attractiveness of routes,quality of surface, temperature, howthe route is marketed and how longthe route has existed. Great careshould be taken in making estimatesof use levels.

7.8 ROUTE MONITORINGPROJECT

In 1998 Sustrans established a routemonitoring project for the Network,which combines data fromquestionnaires with manual andautomatic counts. For furtherinformation contact Diana Richardsonon 0117 926 8893.

“All our experienceconfirms that local

leisure cycling (whichattracts a high

proportion of novicesand less confidentcyclists) will be far

higher on traffic-freethan non-traffic-free

routes.”

“Of the fourcategories of leisure

cyclist identifiedearlier - Infrequent,Occasional, Frequentand Enthusiast - allare catered for in

different ways by theNational Cycle

Network.”

8.1 BACKGROUND

Cycle tourism is developing rapidly inmuch of Europe, National CycleNetworks have opened or are beingdeveloped in Denmark, Switzerland,Finland, Germany, the Netherlands andelsewhere, and flagship routes alreadyhave impressively high levels of use.

The market for European cycle tourismis now forecast to reach £14 billionwithin 20 years. One criticaldevelopment will be the EuroVeloscheme to create a network of routesreaching into all the European Unioncountries.

8.2 EXAMPLES

• Denmark opened 2,000km ofnational cycle route in 1997, andnow attracts tourists fromGermany and elsewhere. Cyclingaccounts for 18% of all journeysin Denmark.

• In Germany there are nearly twohundred long-distance cycleroutes and cycling is the fastest-growing leisure pursuit. One infour Germans cycle whilst onholiday. In Münsterland, on theOne Hundred Castles Route, cyclehire has increased tenfold in thedecade to 1990, from 431 to4,200 cycles available for hire.

• In Austria, the Danube CycleRoute runs for 250km from Passauon the German border to Vienna,largely traffic-free and largelydownhill. This spectacular routeattracts over 1.5 million cyclistsevery year, and in typical townson route the majority of overnightvisitors are cyclists.

• France has succeeded in attractingcycle tourists to its quiet lanesnetwork. The Bourgogne areaalone receives well over half amillion cycling visitors per annum.

• Spain has seen the growth in useof “pilgrimage” routes, such as ElCamino de Santiago in the North,and the Vias Verdes (Greenways).

• Holland has developed a networkof national routes making use ofits existing high-quality local cycle

routes, and many other countriesare now also developing cycletourism.

8.3 THE EUROPEAN CYCLETOURISM MARKET

Cycling Holidays - where cycling is themain pursuit and the main form oftravel - now account for 2-4% oftotal holiday trips in some Europeancountries, and this is predicted todouble or treble within the nextdecade to 6-12% of all Europeanholidays. This is the dedicated cyclingmarket, on short breaks or longercycling holidays.

An even larger market is HolidayCycling, cycling as an extra pursuitwhilst on holiday. This is estimated tobe twice the size of the dedicatedcycling market. Ireland estimates thatalready 7% of visitors cycle whilst onholiday. The German figure quotedabove is nearly 25%.

Where public authorities and privatesector suppliers establish an attractivecycle tourism offering, this cangenerate substantial demand within avery short space of time. This suggeststhat those parts of Europe whichsuccessfully offer cycling as anadditional holiday option will be ableto attract a substantial market.

8.4 CRITICAL SUCCESSFACTORS

• Secure traffic-free routes, ornetworks of very quiet rural lanes

• Signage for the routes, andpublicity material such asmapping

• Accommodation - a genuinewelcome, and facilities for cyclists

• Collective promotional activitystressing the benefits and qualityof provision.

The European experience, like that inBritain, also demonstrates that whilstcycle tourism is normally understoodto refer to the dedicated cyclist and

the holiday cyclists, in fact same-dayvisitors, especially on sections near tomajor cities, will be the largestnumerical market segment.

8.5 THE EUROPEAN CYCLETOURIST

Dedicated cycle tourists are likely tobe aged 40 - 55, travelling as a coupleor in small groups, staying on average3-4 nights. The second-largest agerange for the dedicated cyclists is 20-29. For both age groups, most willarrange their travel andaccommodation themselves, and donot book in advance. A small minoritywill be interested in the inclusive cycletouring package. Cycle tourists spendas much as (and some studies indicatemore than) other kinds of tourist.

The same-day cyclist visitor market isfar more wide-ranging, including morefamilies and groups of young people.Cycle routes which encourage a highproportion of same-day visits will tendto attract a higher proportion ofchildren as users.

Motivations for cycle tourism acrossall groups are healthy living, relaxationand an attractive countryside.

8.6 IMPLICATIONS FOR THE UK

The growth of cycle tourism is evidentright across Europe. Some countries,such as Germany, Denmark andHolland, already have large andgrowing numbers of people interestedin cycle tourism, who can be attractedto the UK by the unique features ofour landscape, culture and heritage.Holiday cyclists - those who may beattracted by the option of cycling -are a particularly large market. Theymay choose to visit areas of the UKwhere cycling is safe and convenientand can be integrated into theirholiday.

13

8. CYCLE TOURISM IN EUROPE

Information on cycling in Europe hasbeen extracted from: The Market forCycle Tourism, by Les Lumsdon ofStaffordshire University UK, publishedby EuroVelo, the European Cycle RouteNetwork.

14

The C2C (Sea to Sea) Cycle Route isa 140-mile cycle route on minorroads and traffic-free cycle pathsrunning across Cumbria andNorthumbria, from the Irish Sea inthe west (starting at Whitehaven orWorkington), to the North Sea inthe east (finishing in Sunderland orTynemouth).

The route opened in 1995 and was thefirst long-distance recreational routeto be designated as part of theNational Cycle Network. It enjoys avery high profile as one of the keysections of the Network and as aflagship recreational route.

In 1995, the route won an award inthe British Airways Tourism forTomorrow global competition,receiving good television coverage as aresult, including a feature on the ‘WishYou Were Here?’ holiday programme. Ithas since gone on to be recognisedwith awards from the Royal TownPlanning Institute and from DurhamCounty Council. In 1998 the routewon the American Society of TravelAgents Smithsonian EnvironmentalAward, one of the most prestigiousawards in the travel and tourismindustry.

Usage of the C2C route wasmonitored in 1996 and 1997through the use of counter unitsand field interviews with routeusers. The key findings of the 1997monitoring exercise are summarisedas follows:

• 73% of users of the C2C route aremale.

• Users of the route are mainly agedbetween 26 and 55 (70% of users).

• Users of the route come from allover the UK. The North East regionaccounts for the most significantproportion of users (40%).

• Most cyclists take between 3 and5 days to cycle the C2C.

• The majority of users stayingovernight along the route use bedand breakfast accommodation(63%). The next most used typesof accommodation are youth

hostels (16%) and camp sites /camping barns (11%). A smallproportion of users (7%) use hotelaccommodation.

• The majority of users cycling thewhole length of the route appearto be using the C2C for a shortbreak holiday. Only 16% are usingit as a subsection of a longerholiday in the region.

• The majority of users (58%) donot make use of any form ofsupport during their use of theC2C. 25% make use of supportfrom friends or relatives. 17%make use of the agency supportservices operating along the route.This figure was more than doublethe proportion of users makinguse of agency support services in1996.

• 60% of users arrived at their start point by car. 29% arrived by trainor bus. 2% arrived by bike.

• 37% of users indicated that theywould be in favour of using acircular route as opposed to alinear route. However manypeople said that they preferredthe linear route as it adequatelyfulfilled the objective of cyclingfrom coast to coast.

In terms of user expenditure alongthe C2C, the results of the routemonitoring exercise produced thefollowing information:

• The average daily expenditure perroute user was estimated at £30.

• Spending on accommodation andin cafes, pubs and restaurantsaccounted for the majority (76%)of users’ total expenditure, withspending on accommodation andfood and drink in roughly equalproportions.

• Users typically spent between £5and £40 on accommodation, withthe majority (57%) spendingbetween £10 and £20.

• Spending in newsagents,foodshops and supermarketsaccounted for roughly 9% of totalexpenditure.

• Very little expenditure wasincurred at attractions along theroute. 76% of users indicatedspending nothing at all atattractions.

• Spending on cycling equipmentand cycle hire accounted forapproximately 13% of the total.

On the basis of the 1997 routemonitoring information it is estimatedthat between 10,000 and 11,000people cycled the whole of the C2Croute during 1997. This represents adecline from the 1996 estimates ofbetween 12,000 and 15,000 users. Thepoorer weather and reduced mediaexposure are likely to be the keyfactors contributing to this decline.

Taking account of these estimateduser numbers and the expenditureinformation from the routemonitoring research, the total spendby users of the C2C in 1997 isestimated at £1.1million.

In terms of the development oflinkages to the C2C, the Reivers Waywas opened in 1998, informallyproviding the return C2C route thatusers have been keen to see. TheReivers Way returns cyclists toCumbria via Tyneside, Kielder andCarlisle. With this link complete, theC2C not only has a return leg, but alsoa link to Carlisle, and to the Carlisle toGlasgow National Cycle Networkroute. Future links from Keswick toKendal and into Lancashire, and fromPenrith across the Pennines to York,will further enable cyclists to use theC2C as a subsection of a longer cycletouring route.

Source: Visitor Monitoring of the C2C Cycle Route 1997, A.M. Cope& D. Doxford, University ofSunderland School of Environment,January 1998

For further information contact: David Gray, Sustrans,Rockwood House, Barn Hill,Stanley, County Durham DH9 8AN

CYCLE TOURISM CASE STUDY 1THE C2C CYCLE ROUTE9.1

15

The Celtic Trail will be a 186-milecycle route across south Wales, fromNewport in the east to Kidwelly inthe west, taking in Caerphilly,Pontypridd, Bridgend, Port Talbot,Neath, Swansea, and Llanelli. It willlink with the Wales National CycleRoute (Lôn Las Cymru) via the TaffTrail, providing a link down toCardiff, and up to the BreconBeacons. The Trail will form part ofRoute 4 of the National CycleNetwork, and Route 1 of theEuroVelo Atlantic Coast Route fromsouthern Portugal through to thewest coast of Ireland.

The route network will provide links toall of the major population centres inSouth Wales, and safe cycle access toover 100 visitor attractions, including31 of Wales’ 50 most popularattractions. The Trail will also provide alink between all the flagship attractionprojects that are currently beingdeveloped in South Wales, including:

• the Monmouth and Brecon Canaldevelopment scheme at Newport;

• the Millennium Coastal Park atLlanelli;

• the National Botanic Gardens ofWales, near Carmarthen;

• the Wales Millennium Centre andSnowdome at Cardiff.

70% of the Celtic Trail will be ontraffic-free cycle routes, with theremainder being on minor roads withtraffic-calmed junctions and crossings.The trail will also include a High LevelRoute on forest tracks throughMorgannwg Forest.

The Trail will include 12 modalinterchanges, involving integrationbetween the Trail and road and railaccess. It is envisaged that theseinterchanges could also provide cyclehire and maintenance facilities, as wellas information services.

The first sections of the Celtic Trail willopen in 1999, with the entire routedue for completion in 2000. The Trailis being developed by the South WalesCycleway Consortium, a partnershipbetween the South Wales localauthorities, Sustrans, Groundwork

Cymru Wales and various WelshGovernment and quasi-governmentalbodies.

The total cost of developing the CelticTrail will be £11 million. Funding iscoming from the National CycleNetwork’s Millennium Commissiongrant, the European RegionalDevelopment Fund (ERDF) under theIndustrial South Wales Objective 2Programme, Welsh Capital Challenge,and the local authorities of SouthWales.

It is anticipated that the Celtic Trailwill attract significant numbers ofcycle tourists. Estimates prepared aspart of the marketing strategy for theTrail project that some 200,000 cycletourists will be using the Trail eachyear by 2005. The majority (93%) areexpected to come from within the UK.14,000 (7%) are projected to comefrom overseas. Spending by cycletourists using the Trail is projected tototal between £14.5 and £18.5 millionper annum by 2005, creating up to1,000 new jobs in the tourism sector.It is envisaged that the 1.7 millionresidents of the industrial South Walesarea will also provide a sizeable dayvisitor market for the Trail.

The development of the Trail will besupported by a full marketingprogramme. A marketing strategy forthe Trail was produced in 1998, and aMarketing Executive and ProductDevelopment Executive have beenappointed to implement itsrecommendations.

An application for ERDF assistance tosupport the implementation of themarketing strategy has also beenlodged.

The main target domestic touristmarkets for the Trail are identified asLondon and the South East, the WestMidlands, and the Bristol / Bath /Gloucester area, all of which haveexcellent rail links to the eastern endof the route at Newport, as well asgood motorway links.The key target overseas visitor marketsare identified as Germany, theNetherlands, France, Scandinavia and

the United States. These are also theWales Tourist Board’s primary targetoverseas markets.

The Celtic Trail marketing campaignwill involve a wide range ofpromotional activities, including:• launch events;• high quality mapping and route

information;• the establishment of a telephone

information helpline for the Trail;• the creation of a Celtic Trail web

site, linking with other relevantweb sites;

• joint marketing with the WalesTourist Board, Tourism South andWest Wales, Sustrans, other visitorattractions and other relevantpartners;

• advertising in appropriate holidayguides and cycling publications;

• press and media work;• attendance at cycling and holiday

exhibitions.

A critical element of the promotionalcampaign will be to have the rightproduct image and branding for theTrail. Following careful research andconsideration, a Celtic Cross logo hasbeen developed. This complements theCeltic Trail name and fits well with theWales Tourist Board’s current brandingfor Wales.

Source: A Marketing Strategy for theCeltic Trail, TRACS Research andConsultancy Services, Swansea Institute of Higher Education, April 1998

Contact for further information:David Morgan, Celtic TrailMarketing Executive, TourismSouth & West Wales, Charter House, Enterprise Park, Swansea SA7 9DB

“Spending by Trailusers is projected

to total up to£18.5 million p.a.”

CYCLE TOURISM CASE STUDY 2THE CELTIC TRAIL9.2

“The value in terms of spending in the localeconomy by pack users is estimated to be in

the region of £400,000 per annum.”

16

The Staffordshire Moorlands Districtlies on the southern edge of thePeak District National Park. In thelate 1980s, the District Councildecided to target the activityholiday market, as an appropriatetourist market to attract to a ruralarea on the edge of a NationalPark. Initiatives were introduced toimprove the infrastructure forwalking, cycling, horse riding andother outdoor pursuits. One of theseinitiatives was the Cycle & Seeproject.

Cycle & See involved the promotion offive researched cycle routes throughan information pack comprising:• a route card for each route;• a safety code;• an information sheet;• discount vouchers for attractions,

refreshment stops andaccommodation establishments.

The packs were sold through TouristInformation Centres, and supported bya promotional campaign. The primarytarget market was the casual cyclistfor both short breaks and day visits.Routes were not waymarked in anyway.

“Cycle & See Welcome” stickers wereissued to the traders involved in thediscount voucher scheme. This provedto be a good incentive forencouraging sales of the packs.Sales reached around 1,000 packs perannum by 1993, but began to declineafter 1994.

Following a survey of users in 1995,traffic-free mileage was increased,routes were shortened, and difficultroad sections were withdrawn.

The campaign was relaunched in1996 with a new format pack. Thecovers of the route leaflets were re-designed to give information on theamount of traffic-free mileage, thedistance and the grade of the routefrom easy to strenuous. The voucherscheme was discontinued. The Cycle &See name was retained but the logoand graphics enhanced to convey

relaxation in the countryside as thecore value of the Cycle & See brand.

A second survey of users wasundertaken in 1997:

• The majority of users (59%) wereday visitors from the surroundingareas. 24% were on short breaksin the area and 17% were onlonger holidays. This mix of userslargely reflects the overall mix ofvisitors to the Peak District.

• Most users came from within a100 mile radius.

• 60% were aged between 35 and54. Only 3% were under 25. 17%were in the 55-64 age group,suggesting that casual cycling canappeal to older age groups if theconditions are right.

• Most users cycled as a couple orin a small group of friends. Asignificant minority cycled as afamily.

• In terms of their socio-economicprofile, users fell largely into theA, B and C1 socio-economicgroups.

The key conclusions from the Cycle& See initiative interims of thedevelopment of cycle routes for thecasual cyclist market are as follows:

• The ideal cycle route is one whichis traffic-free, or at the very leastuses quiet roads where trafficlevels are very low.

• Gentle gradients are preferred,although some hills will betolerated.

• Suitable places to stop, especiallypubs and cafes, and good sceneryare key requirements.

The Cycle & See initiative wasintroduced with little or no need forcapital investment. It utilisedinfrastructure which already existed,and the marketing campaign involvedminimal expenditure (approximately£3,000 per annum).

One of the most important aspects ofthe Cycle & See campaign has beenthe adherence to monitoring,especially the evaluation of the levelsof pack sales and visitor satisfaction.

The District Council has thus been ableto use the information gathered as abasis for decision making for futuredevelopment, and has been able togradually shape and develop theproject to meet the needs of targetuser groups.

Source: Cycle & See: Developing aCycling Package for Visitors, PaulDownward and Les Lumsdon,Staffordshire University BusinessSchool, July 1998 English TouristBoard Insights

Contact for further information:Angie Guest, Tourism Officer,Staffordshire Moorlands DistrictCouncil, 1 Market Place, Leek,Staffordshire ST13 5HH

CYCLE TOURISM CASE STUDIES 3STAFFORDSHIRE MOORLANDS “CYCLE & SEE”9.3

“The Cycle & Seeinitiative was

introduced with littleor no need for capitalinvestment. It utilisedinfrastructure which

already existed and themarketing campaign

involved minimalexpenditure.”

17

The England’s Cycling CountryInitiative was established by the Eastof England Tourist Board in 1996 toprovide a strategic approach todeveloping the identified potentialof cycle tourism across the East ofEngland Region (covering thecounties of Norfolk, Suffolk,Cambridgeshire, Lincolnshire, Essex,Bedfordshire and Hertfordshire).

The first step was the preparation ofthe England’s Cycling CountryStrategy, following an initial phase ofresearch and consultations. TheStrategy was published in October1996, setting out a vision to establishthe East of England as the premier UKdestination for cycling tourism withinthe next 10 years.

Key issues identified for this visionto be achieved were the need for:

• the development of safe andconvenient circular cycle routeson quiet country lanes andtraffic-free cycle paths;

• more effective and co-ordinatedpromotion of existing cyclingopportunities;

• greater consistency of productquality in terms of cycle routesand cycle hire provision;

• heightened awareness within theRegion’s tourism industry of theopportunities for cycling tourism,including the development of theNational Cycle Network;

• further development of theRegion’s cycling short breaks andholidays product;

• more information on cyclingtourism markets, especially themarkets for cycling holidays andshort breaks;

• improved access for cyclists bypublic transport;

• safer and easier access into andout of urban areas.

Based on the Strategyrecommendations, the England’sCycling Country Initiative waslaunched in March 1997 at a majorregional conference on cycle tourismorganised by the Tourist Board.

Three major areas of work wereprogressed during 1997 and 1998:

• the establishment of an initialEngland’s Cycling CountryMarketing Campaign;

• the implementation of a researchprogramme to evaluate theMarketing Campaign and to beginbuilding a profile of campaignrespondents;

• research to develop and test anew type of cycle route mapproduct to meet the needs of theOccasional Leisure Cyclist.

The initial England’s Cycling CountryMarketing Campaign was conductedon a relatively low-key basis, as theTourist Board was concerned to limitthe scope of its marketing activityuntil such time as the Region’s cyclingtourism product is better developed.

The main focus of the Campaign wasthe production of a brochure, bringinginformation on all existing leisurecycling routes and cycling holidayopportunities in the Region into onecomprehensive piece of print. Thebrochure included a reader replyservice so that people could requestcycling information packs for one ofthree sub-regional areas of the Region,as well as information on the newlyopened Hull-Harwich cycle route (National Cycle Network Route 1).

The brochure was supported by alimited advertising campaign, a directmail campaign to potentiallyinterested people on the TouristBoard’s consumer databases;attendance at the Dutch OpPad andFietsvakantie exhibitions; and a PRcampaign.

Research was conducted in 1997and 1998, to evaluate the success ofthe Marketing Campaign and toprovide a clearer understanding oftypes of people responding. The keyfindings were as follows:

• respondents to the Campaign wereall essentially cyclists whoregularly go leisure cycling. Theyranged from Occasional LeisureCyclists (going leisure cyclingapproximately once a monthduring the summer), to CyclingEnthusiasts (cycling for pleasure atleast once or twice a week, andthroughout the winter as well asthe summer);

• the strongest interest by far wasfor circular day cycle routes;

• there was a high degree of usageof published cycle route maps /leaflets across all types of cyclist;

• interest in cycling short breaks wasgood, with a clear preference forindependent holidays. Respondentsshowed very little interest in usinga cycling holiday operator;

• there was less interest in longercycle touring holidays. Those thatwere more interested in this typeof cycling tended to be CyclingEnthusiasts and more experiencedcyclists;

• the majority of respondentsindicated that they would arriveby car, although a significantproportion of Cycling Enthusiastssaid they would prefer to arrive bytrain;

• there would appear to be a strong link between walking and cycling:a significant proportion ofrespondents were also interestedin walking as a leisure and holidayactivity;

CYCLE TOURISM CASE STUDY 4ENGLAND’S CYCLING COUNTRY INITIATIVE9.4

18

• for the majority of respondents,the main appeal of cycling is as arelaxing and enjoyable way to seethe countryside;

• there is a clear need to continueto provide information on cycleroutes to give cyclists ideas onwhere to go cycling, andinformation to help them plantheir cycle rides;

• a separate approach is needed tomarket independent cycle touringholidays, and day cycling andcentre-based cycling short breaks.

The development of a new type ofcycle route map for the occasionalleisure cyclist involved an initialphase of qualitative research (usingfocus groups) to provide a blueprintof what this type of cyclist requires.The findings suggested a cycle routemap which:

• is OS map based;• folds to A5 (to fit into map cases);• is waterproof;• includes simple route directions

adjacent to the route map;• includes brief details of places to

visit (with telephone numbers),and snippets of local history andinterest;

• includes a list of refreshmentstops, with telephone numbers;

• includes essential informationabout the route e.g. length, ridingsurface, description of terrain,where to park the car.

Using this information, the Boarddeveloped a prototype CyclingDiscovery Map for testing by a teamof Occasional Leisure Cyclists.

The prototype tested very positively.All of the cyclists involved in the testfelt that the Cycling Discovery Mapcompared very favourably with othercycle route leaflets that are currentlyavailable. All saw benefits in CyclingDiscovery Maps being consistentlyavailable throughout the region. Theysaw the Cycling Discovery Map as aproduct that they could haveconfidence in and that they would behappy to purchase and use.

The Cycling Discovery Map project willnow form the main focus of theEngland’s Cycling Country Initiativeduring the next two years. The TouristBoard is intending to persuade localauthorities across the region to adoptthe Cycling Discovery Map format forcycle routes in their area. The initialtarget is to have 20 Cycling DiscoveryMaps in place by June 2000, ready fora major launch event (for which theBoard has recently secured fundingfrom the Millennium Festival Fund) tocoincide with Sustrans’ Ride the Netevent to open the National CycleNetwork.

Once good coverage of the regionwith Cycling Discovery Maps isachieved, the Board will begin to focusthe England’s Cycling CountryMarketing Campaign exclusively onCycling Discovery Maps. In time, theBoard is also planning to use clustersof Cycling Discovery Maps to promotecentre-based cycling short breaks.

A Cyclists Welcome Scheme is alsobeing developed to support theimplementation of the Cycling Discovery Map project.

Source: Cycling into the Millennium – An Action Plan to promote the East of England as ‘England’s CyclingCountry’, East of England Tourist Board, Dec 1998

Contact for further information: Trevor Hayward,Marketing Manager, East of England Tourist Board, ToppesfieldHall, Hadleigh, Suffolk IP7 5DN.

“The strongestinterest by far was

for circular day cycle routes.”

“Interest in cyclingshort breaks was

good, with a clearpreference forindependent

holidays. Respondentsshowed verylittle interest

in using a cyclingholiday operator.”

10.1 CYCLE TOURISMARTICLES AND REPORTS

Cycle Tourism in BritainLes Lumsdon, Staffordshire UniversityEnglish Tourist Board Insights Ref: Vol 7/ D27 March 1996Future for cycle tourism in Britain.Available from: ETB Insights OfficeTel: 0181 563 3361/2

Cycling Opportunities: Making theMost of the National Cycle NetworkLes Lumsdon, September 1996Report on UK cycle tourism and theNational Cycle NetworkAvailable from: Sustrans InformationService Tel: 0117 929 0888£30 + £3 p&p

The Market for Cycle Tourism -EuroVelo: The European Cycle RouteNetworkLes Lumsdon, Staffordshire UniversityAvailable from: EuroVelo, Rue deLondres 15 (boîte 4), 1040 Brussels,BelgiumISBN 2-930288-00-0

On Yer Bike – Cycling and TourismSteve Beioley, The Tourism CompanyEnglish Tourist Board Insights Ref:Vol 7/ B17 September 1995Market profile for UK cycle tourism.Available from: ETB Insights OfficeTel: 0181 563 3361/2

The Market for Recreational Cyclingin the CountrysideCountryside Commission, March 1995Study of the potential market forrecreational cycling in the countryside Available from: Recreation andAccess Branch, Countryside AgencyTel: 01242 521381

Cycle TourismPeter Saabye Simonsen, BirgitteJorgensen, Derek Robbins, ResearchCentre of Bornholm December 1998 A study of cycling tourism on theDanish island of Bornholm.Available from the Research Centreof BornholmTel: 0045 56 44 11 44Email: rcb@rcb.dk

10.2 NETWORK NEWSARTICLES

The following articles on cycle tourismhave been published in Network News,the magazine for partners in theNational Cycle Network.

Outlook is bright for cycle tourism,Issue 2, Pages 8-9

How to woo the pedallingholidaymaker, Issue 7, Page 7Towards sustainable transport fortourism, Issue 9, Page 14Available from: Sustrans InformationService Tel: 0117 929 0888

10.3 CYCLE ROUTE USAGEREPORTSVisitor Monitoring of the C2C CycleRoute 1997A.M. Cope/ D. Doxford, University ofSunderland, January 1998Analysis of results from the visitormonitoring project carried out on theC2C route during summer and autumn1997.Available from: Andy Cope, Universityof Sunderland Tel: 0191 515 3700

European Cycle RoutesJens Erik Larsen and Philip InsallSustrans, September 1997Report on national and internationalcycle route developments in Europe.Available from: Sustrans InformationService Tel: 0117 929 0888 £10+ £1.50 p&p

10.4 GOVERNMENT POLICYTomorrow’s Tourism, 1999.Strategy for tourismPublished by: Department of Culture,Media and Sport, 2-4 CockspurStreet, London SW1Y 5DH

A new deal for Transport: Better foreveryone, 1998. White Paper on the future ofTransport produced for theDepartment of the Environment,Transport and the Regions.Available from: The PublicationsCentre, P.O. Box 276, London SW85DT. Tel: 0171 873 9090 £16.50

10.5 CYCLE TOURISMMARKETING STRATEGIES

England’s Cycling Country StrategyEast of England Tourist Board,October 1996Cycling tourism strategy for the Eastof EnglandAvailable from: MarketingDepartment, East of England TouristBoard Tel: 01473 822922

Cycling into the MillenniumEast of England Tourist Board,December 1998Action Plan to promote the East ofEngland as ‘England’s CyclingCountry’.Available from: MarketingDepartment, East of England TouristBoard Tel: 01473 822922

Marketing Strategy for The CelticTrailTRACS Research and ConsultancyServices, April 1998Marketing strategy prepared for TheCeltic Trail in South Wales.Available from: Celtic Trail MarketingOffice Tel: 01792 781212

10.6 GUIDES ON PRODUCINGCYCLE ROUTE LEAFLETS

Step by StepScottish Tourist Board, 1997Illustrated manual for producing alocal cycling leaflet written by theCyclists’ Touring Club and Sustrans.Available from: Sustrans InformationService Tel: 0117 929 0888£10 + £1.50 p&p

Sustrans’ Guidelines for Design ofLeaflets for CyclistsSustrans, December 1997Guidelines for producing leaflets forlocal cycle routes.Available from: Sustrans InformationService Tel: 0117 929 0888 Free

10. USEFUL ARTICLES, REPORTS AND PUBLICATIONS

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CYCLE TOURISMCONSULTANTS

The following consultants are knownto have had experience of cyclingtourism consultancy projects.Inclusion on the list does notindicate Sustrans’ endorsement ofany consultants, however.

Andrew Keeling ACK TourismDevelopment Services, Greetwell Place,2 Limekiln Way, Lincoln LN2 4USTel: 01522 536003

Les Lumsdon 72 Fence Avenue,Macclesfield, Cheshire SK10 1LTTel/Fax: 01625 616680Email: leslumsdon@compuserve.com

Andy Cope University of Sunderland,School of the Environment, BenedictBuilding, St George’s Way, SunderlandSR2 7BWTel: 0191 515 3700

Tim Bull TRACS Consultancy Services,Faculty of Leisure, Tourism andTransport, Swansea Institute of HigherEducation, Swansea SA1 6EDTel: 01792 481211

Bernard Lane The Rural Tourism Unit,University of Bristol, Bristol BS8 1HHTel: 0117 954 6073

Steve Beioley The Tourism Company,200 Blackfriars Foundry, 156Blackfriars Road, London SE1 8ENTel: 0171 721 7180

Colin Speakman Transport for Leisure,67 Grove Road, Ilkley, West YorkshireLS29 9PQTel: 01943 607868

Johanna Cleary/Tim Hughes ClearyHughes Associates, 22 The Copse,Hucknall, Nottingham NG15 7RSTel: 0115 964 1869

Rupert Douglas & Associates,Hill Top Barn, Laithes, PenrithCA11 0AWTel/Fax: 017684 84632Email: rupertdouglas@fsbdial.co.uk

TOURIST BOARDSBritish Tourist Authority, ThamesTower, Black’s Road, Hammersmith,London W6 9ELTel: 0181 846 9000Contact: Liz Beaton

Scottish Tourist Board, Thistle House,Beechwood Park North, Inverness IV2 3EDTel: 01463 716996Contact: Lynda Johnston

Northern Ireland Tourist Board, StAnne’s Court, 59 North Street, Belfast BT1 1NB Tel: 01232 231221Contact: Gillian Little, ProductMarketing Executive Cyclingwww.ni-tourism.com

Wales Tourism Council, Brunel House,2 Fitzalan Road, Cardiff CF2 1UFTel: 01222 499909Contact: David Ward

English Tourism Council, ThamesTower, Black’s Road, Hammersmith, London W6 9ELTel: 0181 846 9000Contact: Mike Kennedy

Northumbria Tourist Board, AykleyHead, Durham DN1 5UXTel: 0191 375 3000Contact: Michael Hepburn

North West Tourist Board, SwanHouse, Swan Meadow Road, WiganPier, Wigan WN3 5BBTel: 01942 821222Contact: David Crease

Cumbria Tourist Board, Ashleigh, HollyRoad, Windermere, Cumbria LA23 2AQTel: 01539 444444Contact: David Calway

Yorkshire Tourist Board, 312Tadcaster Road, York YO2 2HFTel: 01904 707961Contact: David Andrews

Heart of England Tourist Board,Woodside, Larkhill Road, Worcester WR5 2EFTel: 01905 763436Contact: Nigel Russell

East of England Tourist Board,Toppesfield Hall, Hadleigh, Suffolk IP7 5DNTel: 01473 822922Contact: Trevor Hayward

London Tourist Board, 26 GrosvenorGardens, London SW1W 0DUTel: 0171 932 2000Contact: Robert Chenery

South East England Tourist Board, The Old Brew House, Warwick Park,Tunbridge Wells, Kent TN2 5TUTel: 01892 540766Contact: Mark Dowling

Southern Tourist Board,40 Chamberlayne Road, Eastleigh,Hampshire SO5 5JHTel: 01703 620006Contact: Peter Colling

West Country Tourist Board, 60 StDavid’s Hill, Exeter, Devon EX4 4SYTel: 01392 276351Contact: Delwyn Matthews

OTHER ORGANISATIONS

CTC (Cyclists’ Touring Club), 69Meadrow, Godalming, Surrey GU7 3HSTel: 01483 417217Contact: Stuart Reid, Planning &Policy Officer

For further copies of this orother factsheets please call

INFORMATION LINE0117 929 0888

Monday - Friday 8.30am - 5.30pm(Saturdays 9.00am - 1.00pm

April to September)

Website: www.sustrans.org.uk

35 King Street, Bristol BS1 4DZTel: 0117 926 8893 Fax: 0117 929 4173

Charity no. 326550THERE IS NO COPYRIGHT

- PLEASE PHOTOCOPY

AUGUST / 1999

11. USEFUL CONTACTS

This pack has been written by AndrewKeeling, Sustrans’ Tourism Advisor, inpartnership with Sustrans. It will beupdated as new research becomesavailable. Users are advised to checkthey have the latest edition. Thisedition, August 1999.