Welcome. Cycle tourism Made in Germany

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Maximilian King
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2 Welcome Cycle tourism Made in Germany 1. Exploring the secrets to Germany s cycle tourism success Burkhard Stork CEO /ADFC 2. Quality as the key to success Louise Böhler Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger Tourism Consultant/ Touristische Projekte 2

3 Exploring the secrets to Germany s cycle tourism success Situation structures - strenghts

4 Facts about Germany s cycle tourism success 4

5 Bicycletours and -holidays in the last two years: have you made a cycling tour at least for a ½ day? a third of German Population did: 26 Mio. people 5

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7 Cycle Holidays in the last three years: have you made Cycle holidays with at least 3 overnight-stays? 7,4 % of german population made at least for one time 6 Million people No cycling holidays: 92,6 % Cycling holidays 2012/2013/2014: 7,4 % Haben Sie in den letzten drei Jahren (2012, 2013 und 2014) mindestens einmal eine RADREISE mit mindestens drei Ü bernachtungen getätigt? (N = 3.519) 7

8 Cycling Holidays in ,8 % of german population 4,7 Million people Keine: 21,8 % einmal: 56,4 % öfter: 4,4 % zweimal: 13,9 % dreimal: 3,4 % 8

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10 Money + Jobs 153 Million daytrips 22 Million over-night stays 9,16 Billion Euro turnover fulltime-jobs ~10% of german tourism turnover (Quelle: Grundlagenuntersuchung Fahrradtourismus in Deutschland, DTV, 2009) 10

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12 Exploring the secrets 13

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14 1. secret: proper Cycle Routes ~ 220 long-distance cycle routes Every long-distance cycle route is a brand and a product Dense network of hotels, restaurants along routes Often along rivers Varied nature, interesting POI (museum, castle ) Dramatization Every long-distance cycle route is developed and managed by an operator 15

15 2. secret: Route Operator What is a route operator? Responsible for: infrastructure maintenance quality marketing and economic success Could be: a tourism organisation, municipality or other local authorities A route operator is not the same as a tour operator! This means: real life: unsuccessful products/brands are removed from the market routes are independent from political will 16

16 Route-operator? Who is the route operator? 16 federal states in Germany: 17

authority has its own tourism organization Tourism organization of Wilhelmshaven: Touristik

17 Route-operator? City: Wilhelmshaven Who is the route operator? 16 federal states in Germany: different local authorities: city, commune, county Every local authority has its own tourism organization Tourism organization of Wilhelmshaven: Touristik & Freizeit GmbH this organization is responsible for cycle route: Tour de Fries tourism organizations = route operator 18

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19 3. secret: leave the niche! Cycle Tourism is for young, leftwing, longhair hippistyle world saviours? Cycle Tourism is for MAMILS? Cycle Tourism is for people who want to experience an adventure? We succeeded when our parents started to go on cycling-holidays! 20

20 3. secret: leave the niche! QUALITY of routes and tourist infrastructure! Many cycle holidays: 250km in 5 days. Calm riding, nice breaks, good vine, cultural highlights Good hotels, family-owned, rural-style. Destinations with calm, interesting nature + cultural-heritage: Bodensee-Radweg, Donau- Radweg, MainRadweg, Mosel-Radweg 21

21 3. secret: leave the niche! 50 % couples 45,1 years average age 50% university degree 85% employed 22

Germany s success Unique the world over: attractive routes and regions > 4 million cycle tourists, 153 million day tours, 22 million overnight stays, ~10 billion turnover Cycle

22 Germany s success Unique the world over: attractive routes and regions > 4 million cycle tourists, 153 million day tours, 22 million overnight stays, ~10 billion turnover Cycle tourism is often a door-opener for daily cycle travel Germany s secrets Cycle Routes as infrastructure, brands and products Route operators No adventure, adressing normal middle-class 23

23 @burkhardstork Allgemeiner Deutscher Fahrrad-Club e.v.

24 Cycle tourism Made in Germany 1. Exploring the secrets to Germany s cycle tourism success Burkhard Stork CEO /ADFC 2. Quality as the key to success Louise Böhler Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger Tourism Consultant/ Touristische Projekte 27

25 Quality as the key to success An overview of the ADFC s strategies and products Louise Böhler Product Manager Tourism German Cyclists Association Louise.Boehler@adfc.de

Germany as the land of bicycle travel The versatility of Germany as the land of bicycle travel Varied scenery: rivers, mountains, Baltic and North Sea coasts Fascinating

26 Germany as the land of bicycle travel The versatility of Germany as the land of bicycle travel Varied scenery: rivers, mountains, Baltic and North Sea coasts Fascinating history E.g. Elbe Cycle Route, Tour of the Allgäu, North Sea Cycle Route E.g. Berlin Wall Culture and traditions E.g. Bavaria, East Frisia, Spreewald Location at the heart of Europe: 9 neighbouring countries Good infrastructure ADFC Cycle Tourism 29

27 German situation product range Over 220 long-distance cycle routes ADFC Cycle Tourism 30

28 Quality makes the diversity transparent e Uniform quality standards Quality-oriented product labelling Seals of approval Decision guidance 31

29 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.: where are signposts missing, where are there unmarked bollards or dangerous crossings?) Quality management tool for lasting quality management support marketing activities The ADFC s aims: uniform standards objective and transparent criteria enabling comparison increase the quality of cycling routes ADFC Cycle Tourism 32

30 ADFC assessment system The cycle route is divided into 50 km units Criteria: Comfortable, navigable surface Signposting Routing Traffic safety Tourist infrastructure Public transport links Marketing Stars up to 30 ADFC Cycle Tourism Points

Current Awards 34 ADFC premium routes: 4 ***** routes 19 **** routes 11

de/sternerouten Star route app for Android and iphone 5 ADFC bicycle

6 European countries: Denmark, Austria, Belgium, Luxembourg, the

31 Current Awards 34 ADFC premium routes: 4 ***** routes 19 **** routes 11 *** routes Marketing: New flyer for consumers Homepage: Star route app for Android and iphone 5 ADFC bicycle travel regions More than 11,000 km covered and evaluated ADFC awards in 6 European countries: Denmark, Austria, Belgium, Luxembourg, the Netherlands, Hungary Current situation on ADFC Cycle Tourism 34

32 Criteria for Bett+Bike businesses Welcome for the night Secure bicycle storage Drying facilities for clothes and equipment Tools for minor repairs Information on local destinations A hearty cyclists breakfast ADFC Cycle Tourism 35

20 years of the Bett+Bike label 1995 2015: Increase from 216 to 5,500 cyclist-friendly hosts in Germany All Bett+Bike hosts

33 20 years of the Bett+Bike label : Increase from 216 to 5,500 cyclist-friendly hosts in Germany All Bett+Bike hosts are listed in new Bett+Bike-App, on Bett+Bike-Homepage on "Bett+Bike" umbrella brand for hosts in Denmark, Austria, Belgium and Luxembourg (450 establishments) Best Practice: Ruhr Valley Cycle Route Cycling route along which all partner hosts are certified "Bett+Bike" establishments Verzeichnis Datenbank f APP ADFC Cycle Tourism 36

ADFC bicycle maps and ADFC travel guides The

34 ADFC bicycle maps and ADFC travel guides The most popular bicycle map in the world (more than 2 million copies sold) Cycle routes are checked by ADFC scouts Long-distance cycle routes, regional routes and route characteristics are presented Including Gps-Tracks ADFC Cycle Tourism 37

35 Bicycle travel website at bicycle travel catalogue: Radurlaub ADFC media emphasize quality products Discovery Map & Bett+Bike-Map App for Anroid and iphone Brochure: Discover Germany by Bike 38 ADFC magazine: Radwelt

36 Nestlé: cycle routes for breakfast 400,000 packs of Nestlé Cornflakes in Germany and Austria reach a younger audience. 39

Market research: ADFC bicycle travel analysis The world s largest long-standing survey on cycle tourism Examines the travel behaviour of German cycle tourists identifies trends in cycle

37 Market research: ADFC bicycle travel analysis The world s largest long-standing survey on cycle tourism 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. 40

Results ADFC bicycle travel analysis The most popular long-distance cycle routes in Germany: (TOP TEN out of 147) Elbe Cycle Route 13.7 + 0 Main Cycle Route Danube Cycle Route 6.5 6.

38 Results ADFC bicycle travel analysis The most popular long-distance cycle routes in Germany: (TOP TEN out of 147) Elbe Cycle Route Main Cycle Route Danube Cycle Route Rhine Cycle Route Ruhr Valley Cycle Route Weser Cycle Route Baltic Sea Coast Cycle Route Lake Constance-Königssee Ems Cycle Route Mosel Cycle Route NEW + 1 NEW What is your favourite long-distance cycle route in Germany? (N = 1,914 without weighting) in % 41

39 Thank you for your attention! 42 How does it work in practice? ADFC Cycle Tourism 42 A

40 Cycle tourism Made in Germany 1. Exploring the secrets to Germany s cycle tourism success Burkhard Stork CEO /ADFC 2. Quality as the key to success Louise Böhler Product Manager /ADFC 3. The Ruhr Valley Cycle Route, a moneymaker Claudia Krieger Tourism Consultant/ Touristische Projekte ADFC Cycle Tourism 43

41 The Ruhr Valley Cycle Route, a moneymaker Successful development and the economic impact of a riverside cycle route Velo-City Global 2016 Feb 27 Mar 1, Taipeh, Taiwan

42 1. A river couldn t be more exciting History, structure and development 2. Together we are strong Cooperation and networking 3. Success is measurable Certificates, evaluation and economic impact 4. Stagnation is regression Progress and challenges

43 1. A river couldn t be more exciting

44 Touristic Profile Length 230 km Route Passes through North Rhine-Westphalia, which is Germany s most densely populated federal state, from the river s source in Winterberg to the confluence with the River Rhine. Elevation profile approx. 650 metres (Source 666 m, confluence 17 m above sea level)

45 Cycle route Mostly beside the river Unique selling proposition Very varied: unique blend of a rural low mountain range and versatile metropolitan area with an industrial past.

46 Project development 2003 IDEA. Cooperation between Sauerland and the Ruhr metropolis. 2004: Feasibility study : Administrative launch and financial support (European Union and state of North Rhine-Westphalia). 2006: GRAND OPENING 2010: ADFC 4**** quality route. #6 among the long-distance routes. 2011: 5 th ANNIVERSARY. Independent financing via partner cost distribution. 2015: Two top-ten places in ADFC rankings: most popular (#5) and mostly used (#7).

Success _ Up to 40% increase in turnover for businesses along the route _ More than 250,000 visitors to www.ruhrtalradweg.

47 Success _ Up to 40% increase in turnover for businesses along the route _ More than 250,000 visitors to almost 5,000 fans on Facebook _ A topic in school textbooks _ Good places in a variety of rankings (E.g. public radio station What locals in North Rhine-Westphalia must have done in their lives ) _ Enhancing image and sense of identity

48 2. Together we are strong

49 Project architecture Head of working group for infrastructure Head of working group for marketing Working groups for infrastructure/marketing 23 municipalities, 5 districts Central project office

associations 1 regional association 7 municipalities 2

50 Working Group marketing _ Concepts, basic decisions, applied marketing _ Participation 2 regional tourism associations 1 regional association 7 municipalities 2 districts _ Two meetings per year, one closed conference with all partners

51 Working group for infrastructure _ Routing, certificates, construction, signposting _ Participation of all regional authorities _ One meeting per year and as required, one closed conference with all partners

52 Geographical networking Route der Industriekultur per Rad Bikearena Winterberg Sauerland Radring Alme-Radweg Lenneroute Ruhr-Sieg-Radweg Römer-Lippe-Route Panorama Radwege NRW Rheinradweg

Participating businesses partners in 2015 - mandatory!

accommodation 3 campsites 15 camper sites 78

53 Participating businesses partners in mandatory! 85 hotels and guest houses 8 youth hostels and group accommodation 3 campsites 15 camper sites 78 hospitality businesses 17 bicycle service businesses 10 tour operators

businesses, recreational institutions, etc.

54 Financing the Ruhr Cycle Route 1: Apportionment Authorities and tourism associations along the route 2: Marketing cooperation, advertising Hospitality businesses, recreational institutions, etc. 3: In addition: Sponsorship, trade fair participation, merchandising

55 3. Success is measurable

56 Questionnaire: satisfaction 1,3% In general Insgesamt 52,1 % 42,0 % 4,7 0,5 % Character Charakter 65,1 % 26,3 % 8,1 % 5,2% 1,6% Infrastructure Infrastruktur 50,8 % 40,1 % 2,4% 5,2% Activities Touristisches Angebot 39,3 % 37,0 % 18,0 % 0,5 % 0% 20% 40% 60% 80% 100% Very satisfactory satisfactory less satisfactory not satisfactory no opinion sehr zufrieden zufrieden weniger zufrieden unzufrieden weiß nicht

57 Suggestions for improvements Opening hours Accommodation and hospitality Shelter and rest areas Signposting Quality of infrastructure, routing

Recommendations and intention to repeat Overnight guests - 97.

58 Recommendations and intention to repeat Overnight guests % recommend the route - Intention to repeat: 47.7 % Day trippers % recommend the route - Intention to repeat: 97.7 %

59 Tourism demand 1.25 Mio. days stayed per year 46,700 overnight guests Ü bernachtungen 1,1 Mio. Tagesausflü ge 150,000 overnight stays 1.1 Mio. day trips

60 Expenses of day trippers 2.90 service providers sonstige Dienstleistungen 2, hospitality Gastronomie 9, retail Einzelhandel 2, per day/person

61 Expenses of overnight guests 7.20 Retail Einzelhandel 7, Service providers sonstige Dienstleistungen 8,00 Gastgewerbe 60, Hospitality per day/person

62 Tourism turnover along the Ruhr Valley Cycle Route Day trips 1.1 million day trips x = 15.6 million turnover Overnight stays 0.15 million overnight stays x = 11.3 million turnover Total demand 1.25 million days x per day/person = 26.9 million turnover

63 Benefits by sector Turnover 26.9 million 19,3 Mio. 3,2 Mio. 4,4 Mio. Hospitality Gastgewerbe Einzelhandel Retail Service Dienstleistungen providers

64 Tourism income impact Turnover 26.9 million Taxes 3.2 million Net sales 23.7 million Advance services 15.3 million Direct income 8.4 million Indirect income 4.6 million Total income 13.0 million

65 4. Perspective

66 Progress Completion of city limit signs and information boards Retention of existing and gaining of new ADFC certificates Accessibility with government cooperation Consistent increase in appeal Implementation of a junction point system

67 Challenges Financing Secured until 2018 But: sustainability and extended fundraising Quality guarantee ADFC quality route and Bett+Bike pilot But: high standards lead to high expectations Competition Great rankings But: increasing variety of high-quality cycle routes

68 Thank You! 非常感谢 Dankeschön!

ECF ADFC Cycle Tourism Day

ECF ADFC Cycle Tourism Day Friday 9 th March 2018 #cycletourismi Agenda 11:30-12:30 The benefits of cycle tourism for tourism destinations (Main Stage) 12:30-13:00 Networking reception (ECF booth No. 245).