Bicycle tourism in Germany - expanded version

Bicycle tourism in Germany

Fredericia, Nov. 1st, 2010

Thomas FroitzheimAllgemeiner Deutscher Fahrrad-Club (ADFC)

Bicycle Tourism in Germany | 2 | 01.11.2010

ADFC: Your partner in bicycle-tourism

• More than 125,000 members in Germany

• 450 regional ADFC-groups

• Information and service in 80 ADFC-offices

• Consulting by a steering group of tourism experts, politicians and planers

• reaching more than 60 million Germans by media

• publishing more than 2.3 Mio. solded copies of the most successful bike-map in the world (ADFC-Radtourenkarte 1:150.000)

• The ADFC-tour-portal with (actually) 230,000 km approved bicycle-routes


Types of bike-holidays

2

6

6

7

28

51

0% 10% 20% 30% 40% 50% 60%

racingbike-holiday with changing accommodation

racingbike-holiday with constant accommodation

mountainbike-holiday with changing accommodation

mountainbike-holiday with constantaccommodation

bike-holiday with constant accommodation

bike-holiday with changing accommodation

“How do you characterize your bike-holidays ?”1

1 chanced question(source: Trendscope 2008)


Economic factor of bicycle tourism

• In 2009 about 145,000 cyclists rode on the Elbe-cycle-route. They were on average 9 days on tour and spent about 60 € per day and person. The share in foreign cyclists was about 8.6% (2008: 4.6 %).

• On the Ruhrvalley-bicycle route the overnight stays grew between 2008 and 2009 on average 13%. One hotel in Hattingen quoted more than 2.800 cycle tourists for overnight stays. In the same period the region Ruhrgebiet lost 2,5% of its overnight stays.

• More than 53% of German cyclists spent their bike-holidays in Germany.

best practice:

(Quelle: Tourismusverband Elbe, Ruhr-Tourismus, Europäisches Tourismus Institut ETI)


Expenses – the Euro is cycling

estimated costs for bike-trips in the year 2009 including costs for other transport

“How much money did you spend for your longest bike-trip in the

year 2009 incl. costs for transport per person?

26,6

45,4

6,03,5

1,10,3

17,1 under 500€

500 to 999€

1000 to 1499€

1500 to 1999€

2000 to 2999€

3000 to 4999€

5000€ and more

basis (n) = 1.142

details in percent


Planning the bike trip

“Which media do you use for planning a bike-holiday or day-trip?” 1

70 68

5447

25

70%

20%

40%

60%

80%

1 several answers possible

details in percent

basis (n)= 1.379


Bett & Bike partners in Germany

216421

1.558

2.303

2.8803.340

3.5543.980

4.2384.497 4.651 4.808

5.004

0

1.000

2.000

3.000

4.000

5.000

6.000

1995 1997 1999 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

(Source: Bett & Bike Germany)


Package tours by bike

• The percentage of package tours in bicycle-tourism in Germany is about 6 %, by travelling in foreign countries about 19 %*.

• The „Radreise Katalog 2010“ contains 99 destinations and offers from 69 tour-operators

• All tour operators are quoting a good start for the period 2010

(*Source: Trendscope 2008 and ADFC)


Most Popular bicycle routes abroad – Top 10

“Please mention your most favourite bicycle route abroad.”

1,9

1,9

2,6

3,6

3,6

4,6

5,5

5,5

5,8

7,0

19,7

0 5 10 15 20 25

Europa Route R1

Rhine valley-cycle route (abroad)

Jakobs route (ES)

Drau cycle route (AT)

Mur cycle route (AT)

Inn(valley) cycle route (AT/CH)

Loire cycle route (FR)

Tauern cycle route (AT)

Etschtal cycle route (AT/IT)

Via Claudia Augusta (abroad)

Danube cycle route (abroad)

Angaben in Prozent

Basis (n) = 416

Genannte Routen: 78


Most popular bike destination abroad – Top 10

“Please mention your most popular bike destination abroad.”

2,7

2,7

2,9

2,9

3,1

3,5

3,9

5,6

5,6

8,3

0 1 2 3 4 5 6 7 8 9

Salzburg Region

Sweden

Mallorca

Provence

Alps

Elsass

France

Switzerland

Netherlands

Southern Tyrol


Future potential for cycle tourism

2.1 million German holidaymakers have been on a bike tour with overnight stay in the year 2007

2.2 million are “quite sure” they will be planning at least one bike tour in the next 3 years

A further 3.8 million are “considering” a cycling holiday in this period


E-Bikes - Pedelecs

Source: ZIV

E-Bikes are used increasingly by tourists

Tourism destinations aiming for new target groups


The system: Discovering Germany by Bike

Brochure Internet portal

PR and distribution activities

www.adfc.de/reisenplus


Quelle

The D-network: premium routes for Germany

• 12 D-network routes form a 12,000 km long network

• Pilot project D-Route 3from Westfalia to Berlin and border

• North Rhine-Westphalia, Hessen and Main cycle path already signposted

• Integrated within the 65,000 km “EuroVelo routes” (of which 30,000 km are ready to use)


Situation: 200 long-distance cycle routes


The product• Successful development from 60 to 150 since 1998 long-distance cycle routes, bilingual, print run of 500,000

• 7th edition

• Presentations: Long-distance cycle routes Mountain biking regions City tourism Federal states

1st. edition

2nd edition

3rd. edition

4th. edition

5th. edition

6th. edition


iPhone-App: ADFC-mobilEnthält alle ADFC-Qualitätsradrouten

• Werbefilm unter www.adfc.de/mobil

• Updates für neue Qualitätsradrouten


The concept • Long-distance cycle routes of national standard in line with uniform quality criteria, fee for participation + PR add-on package

• Project advisory committee on quality assurance • USP of routes with standardised information grid and layout

• Travel magazine – stimulating introduction• Product pages – help with decision-making• Service pages – help with planning

• Internet portal www.germany-tourism.de/cycling


Route illustration

• Route description• Route pictogram• Outline map• Landscape / sights• Useful maps / literature • Rail journeys• Good idea / Cyclist service• All-inclusive offers• Service address


Best overview: ADFC DiscoveringMap Routes from “Discovering Germany by Bike” highlighted in red


PR with advertising mix


Crossmarketing

260 bicycle dealers

450 Product dealers

1.000 Customercenters


Benefits for cycle shops and manufacturers

200 VSF cycle shops

Bicycle wheel manufacturers

Outdoor firm

1,300 authorized dealers


Many channels of distribution

• Advice and distribution: 80 ADFC information centres

• Insert in ADFC magazine RADWELT • Info on more than 5000 Bett & Bike

guesthouses

• Distribution through tourism associations and travel agencies

• Distribution at 25 trade fairs


Measuring success

• ADFC-Magazin RADWELT survey

• User analysis 2007: Feedback on brochure/ Internet Preferred type of route Usefulness for cycling holidays Choice of routes 2007/08

Data on the cycling tourist

• Cycle travel analysis (F.U.R)

Bicycle Tourism in Germany | 26 | 01.11.2010wwww.deutschland-tourismus.de/

radfahren

www.myswitzerland.com

www.austria.info

International survey: good marks for Germany

Survey of 51 national and international tourism organisationson cycling tourism info


Germany gets on its bike

Competing for the cycle tourist:

promotional cycling brochures of federal states


iPhone-App: ADFC-mobilPresenting all „ADFC-Qualitätsradrouten“

• movie at www.adfc.de/mobil

• Updates for new „Qualitätsradrouten“


ADFC PR add-on packages

Partnership service:

• Initial talks on partnerships

• Background info User analyses

• Photos in the press photo pool

• Support for cycling press travel

• Advertising discount with RADWELT

• Newsletters


PR activities of the GNTB

Geo Saison

Fit for Fun

• Abroad:

• Distribution of the brochure through GNTB offices abroad

• GNTB – Internet sites:

www.deutschland-tourismus.de/radfahren

www.germany-tourism.de/cycling

• At home:

• Media partnerships with national print media

• All-inclusive offers from operators and regional marketing

organisations on the GNTB site

www.deutschland-tourismus.de

• Individual distribution of the brochure in the GNTB

Expedientenportal www.tourismus-in-deutschland.de


www.adfc-tourenportal.de

Trip suggestion free routing

Route plannerfor cyclists

Innovation

2010


www.adfc-tourenportal.de

Elevation profilewith attributes

map withroutes

GPS-Track

Route description


Thank you for your attention

Thomas [email protected]

Bicycle tourism in Germany - expanded version

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