Key aspects of sustainability within mountain bike tourism

Transcription

1 Key aspects of sustainability within mountain bike tourism Norman Bielig radkollektiv Mountainbike Tourismusforum Deutschland

2 I II Sustainable products Social sustainability III Economic sustainability

3 I SUSTAINABLE PRODUCTS Climate change will (most probably) have an economic impact on MTB tourism in the Alpine regions SNOW WINTER VISITORS SUMMER INVESTMEN

4 I SUSTAINABLE PRODUCTS How is MTB tourism viewed? Tourism I Destination focus is on resorts technical trails I bikepark cable-car transportation fire-road day rides Customer focus is on nature easy trails I day rides no cable-cars needed community focus on infrastructure action and trail riding satisfaction of needs adventure and sport CURRENT PRODUCTS ONLY SUIT A SMALL TARGET GROUP

5 I SUSTAINABLE PRODUCTS Where does this focus on infrastructure come from?

6 I SUSTAINABLE PRODUCTS Let s take a look at Alpine winter tourism... Ski resorts in Germany 2026, compared with 2016 Dead Alive Where should future customers come from?

7 I SUSTAINABLE PRODUCTS And what about future cash flow?

8 I SUSTAINABLE PRODUCTS What can we learn from this and how can we build appropriate products? What can we do with our infrastructure? 1. I want to know what the target group wants! 2. Why should I invest in cable-car transportation when it doesn t bring in any money? 3. I need good tours in nature! 4. I need good products for less experienced riders! 5. I need to regain trust!

9 II SOCIAL SUSTAINABILITY In terms of social sustainability, mountain biking is not inclusive, but exclusive. But it has the potential to be for everyone.

10 II SOCIAL SUSTAINABILITY Where are we in terms of social sustainability? 20% women average age: 37 above-average income 10.5 (3.3) million regular cyclists vs million active alpine ski increase in accidents

11 II SOCIAL SUSTAINABILITY Problem I women are under-represented within off-road cycling media 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% mountainbike magazine world of mtb magazine Advertising in mtb media Gender in pictures of MTB editorial and advertising Families Groups of women Groups of men Mixed groups Solo women Solo men

12 II SOCIAL SUSTAINABILITY Problem II MTB is a sport for wealthy people MTB scene Full-Suspension average MTB Hardtail runners required investment ( )

13 II SOCIAL SUSTAINABILITY Problem II MTB is a sport for wealthy people 650B B Boost 1.5 Tapered Shadow Plus E-Bikes 1x11 1x12 DI2 Oversized Handlebars I N N O V A T I O N S Motivation Adventure Nature Social Health

14 II SOCIAL SUSTAINABILITY Problem III MTB is perceived as being all about action and adrenaline 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% mountainbike magazine world of mtb magazine advertisement in mtb media topics in pictures of MTB media and advertising Material Easy "Flow" trails and Adventure trails Technical Riding Action

15 II Social sustainability So this is what people get shown regarding MTB!

16 II Social sustainability Digression: what is it like in winter?

17 II Social sustainability Digression: and how is Ski tourism presented?

18 II Social sustainability Digression: and how is MTB tourism presented?

19 II SOCIAL SUSTAINABILITY Problem IV MTB is either on fire roads or technical trails MTB trails in the Alps Fire roads Technical, Alpine trails Bikepark trails "Flow" trails Trail-riders look for Easy single trails Technical single trails "Flow" trails Bikepark trails BUT: every destination claims to be a trail paradise for everyone from 3 to 99 years (beginner to top level) >> Scepticism

20 II SOCIAL SUSTAINABILITY Problem V MTB has safety issues Good for physical health psychological health 200% increase in accidents >> same increase in cyclists BUT 50% of all accidents occured within sports facilities >> MTB facilities & trails are for average+ riders

21 II SOCIAL SUSTAINABILITY What can we learn from this and, even more, how can MTB become socially sustainable? 1. MTB cycling sector and tourism sector need to change their communication. 2. Tourism needs to regain trust. 3. Tourism needs to develop products for less-experienced riders 4. MTB media needs to reflect on whether they are special- or special-specialinterest. 5. MTB-scene needs to realize that their sport is more hide-away than action.

22 III ECONOMICAL SUSTAINABLE Current models of Alpine MTB tourism cannot survive the nex twenty years! How to receive MORE VALUE for LOCAL TOURISM? Are cable-cars needed for MTB tourism? Why should less-experienced riders risk their safety with difficult a dangerous products? Why should tourism subsidies go to cable-car companies when tra can be maintained with the same money?

23 III ECONOMICAL SUSTAINABLE What can we learn from this and is there a future for Alpine MTB tourism? 1. Change of mindset: Focus on beginner and average riders. 2. Changing MTB Infrastructure from funpark into trail network. 3. Working on community issues. 4. Reducing ecological impact. 5. Investing in the next generation.