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Press Release  Strictly embargoed until     GETTING INTO GEAR New research and guide highlights potential of cycling tourism in Scotland

Scotland has the potential to establish itself as a world-class cycling destination, according to the national tourism organisation. With the country set to host the 2023 UCI World Cycling Championships in August, VisitScotland has launched new research and free industry guide to show tourism businesses how to make the most of cycling tourism and the interest generated from the world’s biggest cycling event. Hosted on visitscotland.org, the online guide contains resources to ensure that businesses the length and breadth of the country can cater for an influx of cycling enthusiasts of all ages and abilities. Included as part of the guide will be: Practical advice on how businesses can create a high-quality experience for cyclists Market insights from the latest cycling tourism research Visitor Insights – which visitors are interested in cycling trips? Marketing advice- how to attract cycling visitors, and which channels to use Cycling tourism trends Useful resources – information on routes, bike hire and public transport Worth an estimated £37bn to the European economy, cycling tourism has grown in popularity in recent years. In Scotland, in 2019, cycling by UK visitors was worth £266m. The subject also generates an average of 238,000 page views every year to the national tourism organisation’s visitscotland.com website, with potential visitors seeking inspiration on routes, itineraries, and unmissable cycling experiences. In its Scotland. Made for Cycling research paper, VisitScotland highlights Scotland’s share of Europe’s volume and value of cycling trips and spend is only 0.5% and 0.8% respectively, so increasing the number of cycling trips is a ‘huge opportunity for Scottish tourism’

It states that the country already boasts 1600 miles of National Cycle Network, world class track cycling facilities, a series of new cycling initiatives and unmissable experiences such as mountain or gravel biking. The paper also looks at the growing global trend that fuelled bike sales during the pandemic driven by people looking for active ways to spend time outdoors.

Finally, attention is given to other destinations such as Denmark and Switzerland, highlighting efforts made by these countries to grow cycling tourism. Examples of best practice that helped the locations become outstanding cycling destinations include investment in infrastructure, cycle superhighways and bike hotels.

VisitScotland spokesperson said: “In a few months’ time, Scotland will host the biggest cycling event in the world, the 2023 UCI World Championship. This is a unique opportunity to showcase Scotland’s unmissable cycling experiences. We want to make sure tourism businesses are ready to make capitalise on this unique opportunity. Our VisitScotland.org website will provide a clear and practical guide to help industry understand how to make the most of cycling tourism and the interest generated from the 2023 UCI Cycling World Championships.
There has never been a better time to experience cycling in Scotland, with new cycling initiatives and experiences being created right across the country, promoting cycling and helping businesses cater for this growing market will benefit communities right across the country. “ For more information about cycling tourism or to access VisitScotland’s Scotland. Made for Scotland industry guide, visit: www.visitscotland.org/cyclingtourism

For further information contact:   Louise Purves Senior Corporate Press & Social Media Manager Tel: 07730590102 Email: louise.purves@visitscotland.com   Notes to Editors 

Follow us on twitter: @visitscotnews    VisitScotland is Scotland’s national tourism organisation. Its purpose is to deliver a strategic and coordinated approach to supporting the rebuilding of the visitor economy in a responsible way, to ensure tourism thrives.  The organisation’s work will help deliver the Scottish Government’s National Strategy for Economic Transformation, and Scotland Outlook 2030, the national tourism strategy, which details the vision of Scotland being the world leader in 21st century tourism.   This is delivered through three strategic pillars: Building a responsible destination brand, investigating in Scotland’s tourism and events communities, and facilitating collaboration and embracing change in support of a fairer, more responsible, and inclusive visitor economy.  Prior to the COVID-19 pandemic, spending by tourists in Scotland generated around £11 billion of economic activity in the wider Scottish supply chain and contributed around £6 billion to Scottish GDP (in basic prices).    VisitScotland is a leader in responsible tourism, making Scotland a better place for people to live and visit. We are proud signatories of the Glasgow Declaration on Climate Action in Tourism and Tourism Declares a Climate Emergency.   For VisitScotland’s press releases go to http://www.visitscotland.org/media_centre.aspx, tourism statistics and frequently asked questions go to http://www.visitscotland.org/     For holiday information on Scotland go to www.visitscotland.com