ONTARIO BIKE SUMMIT 2012 Louisa Mursell Projects Director Phone: /
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1 ONTARIO BIKE SUMMIT 2012 Louisa Mursell Projects Director Phone: / lmursell@transportationoptions.org Transportation Options
2 Cycle Tourism in Ontario Why Welcome Cyclists Cycle Tourism Case Studies Destination Development Infrastructure Services Transportation Options Info & Marketing Partnerships
3 Who Are Cycle Tourists? Cycle tourists spend more Cycle tourists stay longer Shoulder seasons 1.5 M visitors participated in cycling activities in 2007
4 Ontario Cycle Tourist Demographics: 50% aged 30 to 50 years 51% female 46% yearly income over $75,000 All types Wide range of ability & age
5 Why Welcome Cyclists? Cycle tourism is big business around the world Cycle Tourism: International Cycle Tourism: Canada Cycle Tourism: Ontario Industry &Trends
6 Cycle Tourism Is Growing Internationally Economic Impact $$$
7 Netherlands 2.5 million overnight stays CDN$141 M spent annually
8 Cycle Tourism Is Growing in Canada Cycling on the increase across the country Bicycle sales increase 10.1% of Canadian adults went cycling while on a trip Mountain biking in B.C. Vélo Québec
9 Mountain Biking in B.C. $10.3 M spent by riders in 2006
10 Velo Quebec $166 M spent annually
11 Photo Credit: Martin Reis, I Bike TO Photo Credit: Allan Stokell
12 Cycle Tourism Is Growing In Ontario Existing product Destination development: Infrastructure, Services, Transportation Options, Info & Marketing, Partnerships
13
14 INFRASTUCTURE Trails & routes & itineraries Signage Bike Parking Existing & New Product
15 OTTAWA Across Ontario Ministry of Transportation Study
16 NIAGARA
17 Economic Impact of Cycle Tourists in Niagara Attractions 12% Retail Purchases 27% Food & Beverage 61% $148 pp Average spending by cyclists staying one or more nights Excludes accommodations
18 TORONTO Bike Ways Master Plan Large market potential: 54% of residents cycle Motivators: new & natural environments; health & fitness Preferences for: Bike lanes and off road trails Marketing: Dedicated cycling maps, promotions, events, websites
19 SIGNAGE Bike Parking
20 SERVICES Accommodations Food Services Attractions Bike Stores Certified Bicycle Friendly
21 What is the Welcome Cyclists Network? Goal is to create a network of cycle friendly businesses that together enhance the regions cycle tourism product Comprehensive program Individual business profile / collective profile Economic development Target end users visiting cycle tourists and local cyclists
22 Welcome Cyclists Network Promoting cycle tourism & bicycle friendly businesses in Ontario Accommodations Tourist Attractions Food service providers Cycling related businesses 500 participating locations
23 Network Participants Benefits Workshop & Tool Kit Product knowledge Access to growing cycle tourism market Potential for group marketing opportunities Formation of a larger network in region NETWORK PARTICIPATION Workshop Attendance On-line Registration Criteria Checklist
24 Welcome Cyclists Locations Offer: Secure bike lock-up area Local cycling information Use of basic bicycle repair tool set (accommodations only) Healthy, local food options (where served) Rest area and water (attractions) Certification Criteria Checklist
25 Welcome Cyclists Network & Workshops Niagara Region County of Frontenac Greenbelt & GTA Regions: Hamilton, Halton, Peel, York, Durham, Northumberland The Great Waterway (RTO9) Manitoulin & LaCloche Foothills 24 workshops 550 attendees Expansion 2012
26
27 INFO & MARKETING Cycling Maps Regional & Ontario Websites In Print Media Cycling Events
28 Marketing & Promotions Cycling Maps Ontario Cycle Tourism Info
29 Cycling Events
30 TRANSPORTATION OPTIONS
31 PARTNERSHIPS Community Municipal Region & Provincial Tourism DMO & RTO Champions & Leaders
32 Ontario Welcome Cyclists Partnership New Ontario-wide initiative Destination development & promotion of cycle tourism in Ontario Ontario cycle tourism strategy Partnerships Advisory Committee
33 ONTARIO BIKE SUMMIT 2012 Louisa Mursell Projects Director Phone: / lmursell@transportationoptions.org Transportation Options
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