Cycling Tourism Growth Opportunities in Nova Scotia. Rum Runners Trail Team April 18, 2017

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1 Cycling Tourism Growth Opportunities in Nova Scotia Rum Runners Trail Team April 18, 2017

2 Cycling Tourism Insights

3 Where did we gather cycling tourism information? 2015 Nova Scotia Visitor Exit Survey. Cycling Tourist Research.

4 NS Visitor Exit Survey Quantitative online study conducted with non-resident visitors to Nova Scotia. Provides a detailed profile of visitors.

5 NS Visitor Exit Survey 39% 40% Trip Purpose Percentage of Visitor Parties 15% 6% Pleasure Visiting friends and relatives (VFR) Business Other

6 NS Visitor Exit Survey Participation in Outdoor Activities Among All Visitors Coastal sightseeing Visit a beach Hiking Nature observing View the worlds' highest tides Whale watching Sail/boat tour Cycling/biking Kayaking Golf Fishing None, did not participate 4% 4% 3% 3% 3% 3% 11% 17% 19% 29% 33% 43%

7 NS Visitor Exit Survey Participation in Outdoor Activities Among Net Pleasure Visitors Coastal sightseeing Visit a beach Hiking Nature observing View the worlds' highest tides Whale watching Sail/boat tour Cycling/biking Kayaking Golf Fishing None, did not participate 7% 6% 4% 4% 4% 4% 17% 24% 26% 28% 43% 47%

8 NS Visitor Exit Survey Total Trips South Shore Region (% who stopped or stayed) South Shore 29% Bridgewater 5% Caledonia 0% Chester 6% Hubbards 1% Kejimkujik Seaside Adjunct 0% LaHave 2% Liverpool 3% Lunenburg 16% Mahone Bay 10% New Germany 1% New Ross 1% Peggy's Cove 16% Shelburne 2%

9 The Cycling Tourist

10 Cycling Tourist Research Understand experiences desired by cycling vacationers. Understand the type of bike, surface, route and party composition preferred by cycling vacationers. Understand visitors cycling experiences within NS. Assess NS s current appeal as a cycling destination. Assess Blue Route interest and opportunities.

11 Cycling Tourist Research Tourism Nova Scotia Online Advisory Panel survey (May 2016) Nova Scotia Cycling Route Opportunity Assessment (April 2016)

12 Types of Cyclists Among those that cycle when on holiday, most are recreational cyclists. Dedicated 13% Recreational 87%

13 Recreational Cyclists Typically not motivated to select a destination because of cycling. Typically do not plan to cycle ahead of time. Typically do not bring their own gear. Prefer relatively leisurely rides of 10km or less. Prefer trails that are designed for cycling. Less likely to use dedicated cycling resources.

14 Dedicated Cyclists More likely to take cycling into consideration when selecting a vacation destination. More likely to plan cycling activities prior to their arrival. More likely to being their own gear, although many do not. More open to a variety of cycling surfaces. What they see and do while they cycle is more important. More likely to use dedicated cycling resources.

15 Destination Selection 38% have selected a vacation destination in the past 10 years because of the cycling experience.

16 Plan Cycling Activities Before Arrival 45% 42% 40% 35% 30% 25% 26% 20% 15% 10% 11% 14% 7% 5% 0% Always Very often Sometimes Almost never Never

17 Planning Resources for Cycling Activities 50% Google Maps 30% Travel website (Expedia, TripAdvisor, etc.) 30% Official tourism website 23% Cycling tour company website 22% Social media 17% travel agent 14% Cycling association websites

18 Travel Party Composition 45% 40% 40% 35% 30% 25% 25% 20% 15% 10% 12% 9% 7% 5% 0% Couple Family with children Alone With friends Family (adults) 2% 2+ families with children 0.40% Organized group

19 Cycling Party Composition 70% 60% 59% 50% 40% 30% 28% 27% 20% 20% 10% 10% 7% 6% 4% 0%

20 Role of Cycling 60% 50% 49% 40% 38% 30% 20% 10% 12% 0% Main form of transportation Cycle often Cycle occasionally

21 Types of Cycling Trips 80% 70% 71% 60% 50% 40% 43% 30% 20% 10% 7% 10% 0% Short excursions Day trips Overnight trips Multi-day trips

22 Distance Travelled 50% 45% 44% 40% 35% 30% 28% 25% 20% 15% 10% 5% 17% 9% 0% 10km or less 11-20km 21-50km >50km

23 Challenge Level 35% 30% 31% 30% 25% 20% 15% 16% 18% 10% 5% 5% 0% Very challenging Challenging Moderately challenging Slightly challenging Not challenging

24 Favourite Cycling Surfaces 67% paved trails 45% city streets with dedicated lanes 42% rural roads with gravel shoulders 40% multi-use trails 39% roads with paved shoulders 28% maintained unpaved trails

25 Bike Rentals 50% 45% 40% 35% 30% 25% 20% 15% 40% 46% 10% 5% 9% 6% 0% Bring my own Rent Borrow Depends

26 Cycling preference - guided or self guided Guided Tour 2% Both are equally appealing 29% Self Guided Tour 69%

27 Preferred Cycling Scenery % 8, 9, 10 on 10-point Scale 80% 70% 71% 60% 59% 57% 54% 50% 46% 40% 39% 37% 30% 20% 18% 10% 0%

28 Preferred Services/Attractions 70% 60% 60% 60% 50% 50% 48% 47% 46% 40% 43% 41% 39% 34% 34% 30% 27% 20% 21% 19% 10% 0%

29 Cyclist preferred accommodations Hotel (64%) B&B (36%) Cottage (33%) Motel (30%) Resort (27%) Inn (26%) Campground tent (20%) Campground RV (13%)

30 Nova Scotia as a Cycling Destination 60% 50% 49% 40% 35% 30% 20% 16% 10% 0% Excellent Above average Average Below average/poor 0%

31 The Blue Route Blue Route is a proposed 3000 km province-wide cycling network connecting Nova Scotia s communities through dedicated bicycle routes consisting of low traffic roads, hard surfaced trails, paved shoulders and bike lanes

32 Appeal of Blue Route 40% 35% 30% 32% 35% 25% 24% 20% 15% 10% 9% 5% 0% Definitely would cycle Probably would cycle Might or might not cycle Would not cycle

33 Blue Route: Travel Motivation Potential 50% 45% 47% 40% 35% 30% 28% 25% 20% 15% 10% 14% 11% 5% 0% Would be main reason to visit NS Would be secondary reason to visit NS Would not motivate a visit to NS Don t know