About

Summary 

Cycling is an extremely popular, low-impact, sustainable activity and Europeans are keen leisure cyclists, particularly from Germany, the Netherlands, France, Belgium and the UK.  Alongside the global trend for keeping active and healthy, the growth of cycle tourism in stunning locations over varied terrain provides good opportunities for cycle-friendly tourism businesses to attract a diverse range of cyclists.  

This study to identify opportunities on the European cycling tourism market was commissioned by the CBI, the Netherlands Enterprise Agency, part of a four-year market research programme with Acorn Tourism. This extensive business guide was included within a comprehensive series of product development business guides to support SMEs in developing countries to target their travel products to European market. 

Our Approach

Acorn Tourism undertook extensive research into the cycling tourism segment to uncover key issues in the sector.  Cycling destinations, routes and types were identified and profiled along with a case study of the Jordan Bike Trail, as an example of a successful private-public partnership (PPP) project.  The report outlined a comprehensive series of practical tips to help SMEs become cycle-friendly – one of the key attributes of a successful cycling business and may not involve significant investment. 

Acorn Tourism’s research also identified the market of European cyclists, segmented by preferred cycling activity, such as mountain biking or cycle touring, and their motivations which can help guide product development.  The report also included insights and innovations in the sector, such as e-bikes which are transforming cycle tourism through attracting new cyclists of different abilities to enjoy the activity.  Sales channels including OTAs were explored along with tips for doing business with European tour operators and reaching the FIT market.

Outcome

Low impact, sustainable outdoor activities such as cycling have become increasingly popular activity choices for tourists seeking to keep themselves fit and healthy when they travel.  Cycling also provides good opportunities for immersive experiences at a local level.  Acorn Tourism’s study confirmed there are many good opportunities for SMEs located in areas of suitable terrain to develop cycling tourism products relatively easily, reasonably quickly and cost effectively.