The Adventure Travel Trade Association (ATTA) has partnered with CycleSummit and the European Cyclists’ Federation-EuroVelo to share the latest industry research on cycling tourism.
The research, titled the “State of the Cycling Tour Operators Industry (2024): In Europe and Beyond”, examines the inner dynamics of the industry and is the first independent online survey of cycling tour operators.
Out of the 245 respondents, 66 per cent both sell and operate cycling tours with 69 per cent coming from Europe. Key findings include:
- A large diversity of cycling destinations shows universal appeal
Even though 69 per cent of respondents are headquartered in Europe, a wide variety of destinations around the world are mentioned as currently popular or expected to increase in popularity in the near future. - The cycling market is increasing in depth and breadth as well as volume
Cycling is consistently highlighted as a trending activity in adventure travel industry research and conversations. This includes increasing numbers of guests and revenue, with 88 per cent expecting the same or higher guest volume, and 86 per cent of respondents expecting the same or higher revenue in 2024 over 2023, and also increases in various disciplines. - Inflation and marketing to new customers are primary internal challenges
62 per cent of respondents highlight inflation as a major challenge to their business, and 50 per cent struggle with marketing to new customers. European operators in particular identify seasonality as an area of concern, and non-European operators are looking for better software solutions. - Accommodation offers are lacking in all areas of the world
Finding appropriate accommodation for guests is the main challenge for both European and non-European operators. Respondents around the globe also face itinerary concerns such as safety and logistics around road quality and sharing, and general lack of infrastructure.
ATTA also recently published an article that references the research conducted to explore the opportunities and challenges of tours with e-bikes and traditional bikes.
E-bikes can be a great equalizer, allowing groups to stay together and increasing accessibility top people who might be unable to keep up on a conventional bicycle. People can ride much farther, and the option appeals to groups with a variety of fitness and experience levels.
However, many experienced operators caution other from simply converting a more traditional cycling itinerary into an e-bike itinerary, saying there are different considerations when travelling with e-bikes, from logistical issues to battery management, as well as managing group dynamics.
Chile Nativo Travel founder, Gonzalo Fuenzalida, has offered adventure trips for 23 years, including biking trips for the past decade. His company offers an Estancias & E-Bikes itinerary focused on riding e-bikes on gravel roads to visit ranches near Torres del Paine National Park. He said e-bikes are a great equalizer on tours, and they help with multigenerational travel, where older family members can more easily keep the pace with speedy teenagers, or novice cyclists can keep up with their more experienced ones.
Wilderness Ireland has offered cycling tours for more than a decade. On many of their trips, people can opt for a traditional bicycle or e-bike. Managing director, Patricia Doe, said: “We find it works really well with couples when one half is an avid biker, happy to bike 60 or 80 kilometres a day, and the other half is leisure cyclist who wants to come along on a trip. It’s an equalizer from that point of view.”
Cristian Levy is the founder and CEO at Amity Tours, which has offered cycling tours in Chile since 2003. He said he’s noticed different types of cyclists have different desires. He said: “The mountain biker is more self-sufficient, and they really focus on their riding. They pick a tour based on what it can offer for the riding aspect. They can trade off accommodation. If they have to sleep in a tent, tipi, cabin, or basic lodge, they would if the riding is epic.”
Maria Elena Price is the co-owner of ExperiencePlus! and her company has been offering bike tours since 1972. She said itinerary planning for e-bikes has to include a number of considerations and educating guests about how to manage the power on an e-bike is also vital. She adds: “Sixty-, 70-, and 80-mile days are harder to manage on some e-bikes, [people] really need to manage the power. Having spare batteries, boosters, or extenders on hand is key.”
Andrew Bassingthwaighte’s company, Namibia Individual Travel, has offered cycling tours since 2005. The trips include many of the sights in the expansive country, visiting locations such as the Namib Desert, massive sand dunes at Sossusvlei, and wildlife viewing locations like Etosha National Park. He said the heavier and larger e-bikes can be more challenging to load, and charging is a consideration, though he says bringing generators helps with that. However, the harsh desert climate is also a factor.
He added: “They are a little more delicate. We’re a dusty, sandy country. Obviously, [ebikes have] more technical challenges, whereas a bike is a pretty simple machine.”
