ONTARIO BIKE SUMMIT 2012 Louisa Mursell Projects Director Phone: 416-392-1556 / 1-866-333-4491 Email: lmursell@transportationoptions.org www.welcomecyclists.ca 2012 Transportation Options
Cycle Tourism in Ontario Why Welcome Cyclists Cycle Tourism Case Studies Destination Development Infrastructure Services Transportation Options Info & Marketing Partnerships
Who Are Cycle Tourists? Cycle tourists spend more Cycle tourists stay longer Shoulder seasons 1.5 M visitors participated in cycling activities in 2007
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
Why Welcome Cyclists? Cycle tourism is big business around the world Cycle Tourism: International Cycle Tourism: Canada Cycle Tourism: Ontario Industry &Trends
Cycle Tourism Is Growing Internationally Economic Impact $$$
Netherlands 2.5 million overnight stays CDN$141 M spent annually
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
Mountain Biking in B.C. $10.3 M spent by riders in 2006
Velo Quebec $166 M spent annually
Photo Credit: Martin Reis, I Bike TO Photo Credit: Allan Stokell
Cycle Tourism Is Growing In Ontario Existing product Destination development: Infrastructure, Services, Transportation Options, Info & Marketing, Partnerships
INFRASTUCTURE Trails & routes & itineraries Signage Bike Parking Existing & New Product
OTTAWA Across Ontario Ministry of Transportation Study
NIAGARA
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
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
SIGNAGE Bike Parking
SERVICES Accommodations Food Services Attractions Bike Stores Certified Bicycle Friendly
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
Welcome Cyclists Network Promoting cycle tourism & bicycle friendly businesses in Ontario Accommodations Tourist Attractions Food service providers Cycling related businesses 500 participating locations
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 www.welcomecyclists.ca
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
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
www.welcomecyclists.ca
INFO & MARKETING Cycling Maps Regional & Ontario Websites In Print Media Cycling Events
Marketing & Promotions Cycling Maps Ontario Cycle Tourism Info
Cycling Events
TRANSPORTATION OPTIONS
PARTNERSHIPS Community Municipal Region & Provincial Tourism DMO & RTO Champions & Leaders
Ontario Welcome Cyclists Partnership New Ontario-wide initiative Destination development & promotion of cycle tourism in Ontario Ontario cycle tourism strategy Partnerships Advisory Committee
ONTARIO BIKE SUMMIT 2012 Louisa Mursell Projects Director Phone: 416-392-1556 / 1-866-333-4491 Email: lmursell@transportationoptions.org www.welcomecyclists.ca 2012 Transportation Options