Cycle Tourism Research

APPENDICES FOR INTERNAL REPORT:

Potential to Move Towards an Ontario-wide cycle
tourism partnership: Three year strategic plan

Prepared for Transportation Options

By Rachel Dodds and Mark Singh, Sustaining Tourism
www.sustainabletourism.net
rdodds@sustainabletourism.net.
November 18, 2010

i
APPENDIX A CYCLE TOURISM RESEARCH
The following review of cycle tourism research contains seven main sections:

a) Current volume and participation in cycling by visitors to Ontario

b) Cycle Tourism Trends in Specific Ontario Destinations
c) Propensity of Ontario’s Key Markets to Cycle
d) Bike Train Visitors
e) Cycle Tourism in the Ontario Tourism Context
f) Cycle tourists compared with non-cycle tourists
g) Impact of Cycle Tourism in Other Destinations

1. Current volume and participation in cycling by visitors to Ontario

Ontario is well situated to increase volume and expenditures associated with cycle tourism
activities. Ontario has approximately 200 individual off road cycling trails, including 13,000 km of
cycling trails, of which 5,000 km are off-road cycling trails.

Many visitors to Ontario already participate in some form of cycling during their stay. In this report
a ‘cycle tourist’ could either have travelled in order to cycle as their main trip purpose, or could
have cycled as an activity while on their trip. It includes all types of cycling from mountain biking,
overnight touring, day excursions or any other form.

In 2007 1.5 million Canadian visitors went cycling while travelling in Ontario, and spent around
$303 million. Of Canadian visitors who went cycling anywhere in Canada in 2007 Ontario attracted
38% of them1.2

In 2008 the number of Canadian visitors who cycled while traveling in Ontario dropped by around
20% compared with 2007 to 1.2 million with spending at $278 million (a decline of 8%). Only 29%
of all Canadian visitors who went cycling anywhere in Canada came to Ontario3.

In both 2007 and 2008 around 3% of all Canadian visitor expenditures can be attributed to those
who went cycling (Ontario Ministry of Tourism 2010, personal communication, October 2010).

2. Cycle Tourism Trends in Specific Ontario Destinations

It is important to note that in 2005 Statistics Canada changed the Canadian travel survey causing a
break in the series, therefore any numbers from before 2005 cannot be compared with numbers

1
Ontario Ministry of Tourism 2010, personal communication, October 2010
2
The travel survey conducted by Statistics Canada on travel by Canadians in Canada asks about cycling as an
activity. Unfortunately the International Travel Survey does not; therefore we can only consider the level of
cycling by Canadian visitors to Ontario.
3
Ontario Ministry of Tourism 2010, personal communication, October 2010

ii
from 2005 onwards (for more information see (Statistics Canada 2010)). Due to issues with the
change in survey data for 2005 and 2006 regarding activities is also unavailable.

What we can see however is that levels of participation in cycling by Canadian visitors to four
Ontario destinations from 2000-2004, and again from 2007-2008 (although comparisons between
the two periods are not possible due to the change in survey tool).

Chart 1 shows the number of cycle tourists to Toronto, Ottawa, Niagara/St Catherine’s and
Windsor, comparing 2000 with 2004 (with the old Canadian Travel Survey) and 2007 with 2008
(with the new Travel Survey of Residents of Canada).

In the City of Toronto alone, there are over 900,000 cyclists, a number that is projected to grow due
to improved bike lane networks and signage, increasing population in the city core, and greater
promotion and awareness of cycling benefits to health, fitness and environmental protection4.

Chart 1

Source: Adapted from Statistics Canada CTS (2000-2004) or TSRC (2007-2008)

(Please note that Niagara data is for 2003, not 2004, as this was unavailable)

Toronto receives the highest number of cycle tourists with 162,000 in 2008, and appears to be the
destination that has experienced most growth in volume, but as a proportion of all Canadians who
visit less than 1% of Toronto’s Canadian visitors go cycling (Chart 2 below).

Although the numbers dropped in 2008 for three of the destinations it seems that this is due to
overall declines in tourism not specific to cycling. The percentage of visitors who cycled remained
relatively constant from 2007 to 2008 as shown in Chart 2 below.

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Chart 2

Source: Adapted from Statistics Canada CTS (2000-2004) or TSRC (2007-2008)

(Please note that Niagara data is for 2003, not 2004, as this was unavailable)

The spending of Canadian cycle tourists in Ottawa and Niagara contributes between $25m and
$35m annually (Chart 3). Even though the overall number of cycle tourists to Toronto is far greater
than the other destinations, the spending is often less than in Niagara or Ottawa, indicating that
cycle tourists to Toronto are lower spenders than those who visit other destinations. This maybe
for a variety of reasons, but the most likely is trip duration.

Chart 3

Source: Adapted from Statistics Canada CTS (2000-2004) or TSRC (2007-2008)

(Please note that Niagara data is for 2003, not 2004, as this was unavailable)

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If Same Day cycle tourists are compared to Overnight cycle tourists there are some interesting
differences. Chart 4 illustrates that although Toronto and Niagara both saw declines in Canadian
overnight cycle tourists the number of same day cycle tourists rose dramatically, perhaps indicating
that a different type of visitor is being attracted to these destinations for shorter day trips. Toronto
saw a significant increase in same day cycle tourists in 2008 from 16,000 to almost 80,000. Niagara
too saw a large increase from 9,000 same day cycle tourists in 2007 to 23,000 in 2008.

Chart 4

Source: Adapted from Statistics Canada TSRC (2007-2008)

When examining data from a summer 2010 survey of 175 respondents who cycled in the Niagara
Greenbelt region, results showed that there was little familiarity with other cycling routes, trails or
opportunities to explore other Greenbelt areas by bike. Sixty six percent were unfamiliar or had
very little familiarity with cycling options in the Greenbelt areas (including Hamilton, Halton, Peel,
York, Durham and Northumberland).

The profile of visitors were mainly from Ontario (85%) and 81% came from the Greater Toronto
Area. The largest number of cyclists surveyed were travelling in small numbers: alone 21%; or with
one other cyclist 30%. Groups of large sizes also accounted for a large number of cyclists in the
Niagara area, with 23% cycling in groups of 5 or more.

Of these visitor, the average amount spent by Niagara cyclists was $118 Canadian with 85% of
monies spent on food and beverage. Fifty two percent of visitors stayed in the region (36% one

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night, 10% two nights, 6% stayed three or more nights). These visitors stayed in a variety of
accommodations: 43% staying in hotels or motels, and 29% staying at Bed & Breakfasts.

3. Propensity of Ontario’s Key Markets to Cycle

Looking at Ontario’s key visitor markets by overall visitors (not just cycle tourists) one can consider
the propensity for those visitor segments to participate in cycling while on vacation and make
judgements on the impact for the cycle tourism sector in Ontario.

3.1. Canadian Market

Ontario’s largest market by far is Ontario itself, with residents of the Province accounting for 73%
of all overnight visitors and 86% of all same day visits in 20084.

The Travel Activities and Motivations Survey (TAMS) is a large project conducted by various
Canadian National and Provincial tourism agencies on what motivates North Americans to travel
and which activities they seek while on vacation. Cycling is included in the survey and the following
information from the 2006 TAMS project considers all those who have cycled on vacation in the
past two years at any destination as ‘cycle tourists’.

The propensity of Ontarians to cycle on vacation is relatively high, with 8.8% having cycled while
on vacation (to any destination) in the last previous two years5.

Ontario’s second largest Canadian market is Quebec, with around 3m visitors annually (Ontario
Ministry of Tourism 2010a). Quebec travelers have the highest propensity in Canada to go cycling
while on vacation with 12.3% of all Québécois riding a bike at some point on their travels in the
previous two years6.

Canadian cycle tourists are very familiar with their own country as a tourism destination. Almost
all Canadians who cycled on vacation took a holiday within Canada in the last two years (99%)7.

Ontario is more appealing to Canadians who are cycle tourists compared with those who are not.
Fifty eight percent of cycle tourists having visited Ontario in the past two years compared with 53%
of non-cycle tourists (although we do not know whether they actually cycled in Ontario itself).

Cycle tourists are also more likely to have vacationed within their own province (95% vs. 84%), as
well to an adjacent province (60% vs. 47%). These trends bode well for Ontario cycle tourism due

4
Ontario Ministry of Tourism 2010a
5
TAMS 2006
6
ibid 2006
7
ibid 2006

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to the large portion that Ontario and Quebec visitors comprise in Ontario’s overall tourism
numbers8.

Within Ontario, Toronto is a significant portion of visitors in Ontario (17% of all overnight visits
and 18% of all same day visits in 2008)9. A study conducted on behalf of the City of Toronto on
resident participation in cycling found that 54% of Torontonians consider themselves ‘cyclists’, up
from 48% in 1999. One in four of Toronto residents classify themselves as recreational cyclists
(25%), meaning that they cycle for fitness and fun with an increasing number using a bike as a main
mode of transportation to work and school (16% vs. 11% in 1999). This is linked to the fact that
only a third of cyclists are comfortable riding on the main roads, suggesting that any cycle tourism
development would need to offer safe and car free (or limited) cycle paths. One third of cyclists
report that they at some point they have combined biking and public and when talking about urban
cycling bike rentals are likely to motivate three in ten non-cyclists to cycle somewhat/more often10.

3.2. U.S. Market

Ontario’s second largest market for all tourism is the U.S. with 15% of all overnight visitors (or
around 6.2m people) to the province in 2008 from the States11.

The U.S. market is very diverse, but many of Ontario’s key U.S. markets have a higher than average
propensity to cycle on vacation. Around 10.8m Americans cycled on vacation in the last two years,
which is around 5% of the total population12.

Ontario’s four major border state markets combined have over 2m people who have cycled on
vacation, providing a good base of potential clients for the Ontario cycle tourism sector13.

8
ibid 2006
9
Ontario Ministry of Tourism 2010b
10
City of Toronto 2009
11
Ontario Ministry of Tourism 2010b
12
TAMS 2006
13
ibid 2006

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Table 1

Ontario’s top Percentage who Actual population

U.S. Markets cycle on vacation who cycle on vacation

All U.S. 4.9 10,787,235

New York 4.3 619,217

Michigan 6.2 478,783

Ohio 4.3 363,407

Pennsylvania 6.6 633,335

New Jersey 5.5 357,299

Illinois 5.6 518,937

California 6.9 1,842,628

Texas 3.0 476,087

Massachusetts 6.6 291,129

Florida 3.7 516,441

TAMS 2006 (Top Market Data from ONTARIO MINISTRY OF TOURISM for 2008)

In addition, U.S. cycle tourists are more likely to have visited Ontario and Canada in general than
non-cycle tourists. Almost twice as many U.S. cycle tourists have visited Canada in the past two
years compared with non-cycle tourists (26% vs. 13.8%), with a similar pattern for visiting Ontario
(14% vs. 8%)14.

Ontario is appealing for U.S. cycle tourists; when asked to rate Canada’s Provinces as an overall
destination (not just for cycling) Ontario came in 2nd behind British Colombia15.

14
ibid 2006
15
ibid 2006

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4. Bike Train Visitors

The Bike Train Initiative has transported over 2,500 cycle tourists to destinations across Ontario
since 2007 and attracted new cyclists to the region. These cyclists spent approximately $84,000 in
the Niagara Region in 2009 alone. Over half of the survey respondents had never before traveled to
Niagara to cycle, and 74% indicated that the Bike Train had somewhat or definitely inspired them
to consider more sustainable modes of transportation when planning future. The Bike Train have
conducted visitor surveys for 2008 and 200916.

The 2008 Bike Train Evaluation Questionnaire was distributed to passengers on their return train
trip from Niagara Falls to Toronto. The results indicated:

•50% had never, or very rarely traveled (< once a year) to the Niagara Region to cycle

•45% have an annual household income of over $75,000

•71% stayed overnight, almost half of those stayed more than two nights

•65% visited Niagara’s Greenbelt

•99% rated their travel on the Bike Train as ‘Excellent’ or ‘Very Good’

•95% indicated the likelihood of repeat travel on the Bike Train as very likely or definite

Cycling business based in Niagara-on-the-Lake reporting growth of 27% in 2009.

Data collected shows that the visitors using the Bike Train are similar to other studies cycle tourists
(some of which will be discussed later in this report). Overall, cycle tourists are well educated and
in the higher household income brackets.

• 56% were female

• 40% had a household income of $75,000 or more
• 64% were between 21 and 50 years old
• 38% were leisure or recreational cyclists
• 66% were Toronto residents
• 38% travelled with friends
• 40% heard about Bike Train through word-of-mouth
• 44% stayed only one overnight
• 33% chose to stay at a chain branded hotel
• 78% rated travel on Bike Train as excellent
• 71% said they were very likely to use the Bike Train in the future
• 81% were inspired to explore more of Ontario by bike

16
Bike Train 2009

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Although the majority of Bike Train passengers came from the Greater Toronto Area a growing
number of users were from Quebec, 9% and United States, 19% in 2009.

GO Transit estimates 1,000 of their 42,000 passengers transported in first year of weekend service
between Toronto and Niagara Falls, were cyclists.

A large number (71%) of Bike Train passengers in Ontario chose to stay overnight even when
service allowed for day trips, demonstrating that their clients are contributing to the local
accommodation, and therefore restaurant and other related sectors.

The Greenbelt Express generated approximately 271 room nights in 2009 (Greenbelt express is the
train between Toronto and Niagara). It is estimated that visitor spending on accommodations was
in the region of $30,000.

In a survey of potential Bike Train customers at the Toronto International Bike Show in 2007, prior
to the service commencing, a student group from Ryerson University found that almost half of
respondents travelled to a cycling destination for an overnight trip at least once a year. One in four
respondents said that they would be very likely to use the Toronto-Niagara Bike Train service, with
a further 28% saying they were somewhat likely. Of those who were very likely to use the service
23% had a household income of more than $100,00017.

5. Cycle Tourism in the Ontario Tourism Context

The Ontario Tourism Marketing Partnership Corporation (OTMPC) has identified target market
segments in Ontario and the U.S. that align with cycle tourism promotion, in particular the
‘Provincial Families’ and ‘Retired Roamers’ segments who are interested in active vacations and
outdoors experiences18.

Tourism Niagara has identified cycle tourism as 1 of 4 key marketing areas for 2010.

6. Cycle tourists compared with non-cycle tourists

There are various sources to suggest that cycle tourists are an attractive market segment with over
representation among certain groups that could be useful in determining marketing and planning
policy.

17
Evans et al. 2007
18
OTMPC 2007

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 6.1. Demographics

Relative to the average Canadian pleasure traveler, cyclists are over-represented among young
couples, young singles and mature families with teenage children (linking back to the OTMPC target
segments above). This is a moderately affluent segment with an above-average level of education
(38.9% have a university degree – ranked 7th of the 21 outdoor activity types19) and above-average
household incomes ($78,827 – ranked 9th of the 21 outdoor activity types)20. From a cycling study
in 2003, by the International Mountain Bike Association, the average cyclist was 38 with an
average income of $75, 00021.

6.2. Age

Chart 5 below illustrates the comparatively high number of young people who cycle on vacation
compared to those who do not. Almost two thirds of Canadian cycle tourists are between 18-44
years of age (62.3% vs. 51.1% of non-cycle tourists), and 56.2% of U.S. cycle tourists are in the same
age bracket, compared with 48.6% of non-cycle tourists22

Chart 5

TAMS 2006

19
Listed in TAMS 2006
20
ibid 2006
21 Mintel 2009
22
ibid 2006

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In New Zealand a study from 2009 showed that 62% of international cycle tourists are under 35
years of age, whereas only 36% of all domestic cycle tourists are under the age of 3523.

6.3. Education and Household Income

Chart 6 clearly shows that cycle tourists have a higher level of education and household income
than non-cyclists in both the Canadian and U.S. market24.

Chart

TAMS 2006

Other research on cycle tourists show that they are largely made up of middle ranking to senior
white collar workers, with higher than average incomes25.

6.4. On Vacation Behaviour

Several studies have found that cycle tourists stay longer, spend more and participate in more
activities than non-cycle tourists. Cycling holidays also appeal to visitors that are concerned about
their environmental footprint and wish to have a lesser impact when travelling.

Relaxation is a key driver for cycling tourism and cyclists tend to come from a wealthier socio-
economic group and prefer good quality accommodations and B&B’s over campgrounds or low-
standard accommodations26.

23
Tourism Resource Consultants 2009
24
TAMS 2006
25
BikeTrain 2009

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While on vacation both Canadian and U.S. cycle tourists are more likely than non-cycle tourists to
participate in every cultural and entertainment and outdoor activity listed in the TAMS 2006
project. Activities listed include shopping, dining, and participation in cultural activities. US
consumers predominantly take holidays in North America rather than travel long haul for their
cycling holiday27.

While on vacation cycle tourists in Australia spent 1.6 times more during their trip than typical
tourist and stayed an average 16 days compared to 8 days for average visitor. In Quebec spending
was 1.3 times more28.

In New Zealand, research conducted in 2009 found that both international cycle tourists spend
twice as much time and one and a half times more money than non-cycle tourists, visiting more
destinations therefore spreading their economic impact around the country. Domestic and
international cycle tourists had a similar daily spend, but domestic cycle tourists had an average
trip duration of 3.6 nights compared to international visitors who spent an average of 45 nights on
vacation, making the per person impact significantly greater29.

6.5. Destination Selection and Information Sources

Cycle tourists are more likely to select a vacation based on an activity than non-cycle tourists (17%
vs. 13.2%), which is positive for the Ontario cycle tourism sector who could attempt to market the
activity to those who are more interested in cycling rather than visiting a specific destination and
who may already be familiar with Ontario as a non-cycle tourist30.

North American cycle tourists are also more likely to use the internet for both information and
booking than non-cycle tourists31.

7. Impact of Cycle Tourism in Other Destinations

There are several examples of successful development of cycle tourism infrastructure and
promotion that has benefited local communities. Regions that have invested in bicycling have seen
a beneficial impact on their economies. Studies have shown that bicycle industry and bicycle
tourism can boost local employment levels and economic activity.

Closest to Ontario the La Route Verte in Quebec consisting of 4,000 km of interconnected trails
Province wide. In 2000, Route Verte cyclists spent a total of $95.4 million32. Based on a reasonable

26 Mintel, 2009
27
Mintel 2009
28
ibid 2009
29
Tourism Resource Consultants 2009
30
TAMS 2006
31
ibid 2006
32
Route Verte 2010

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growth scenario, it is estimated that the amount spent annually by users has increased to around
$134 million. This spending generates over $38 million in government revenues and helps support
2,861 jobs33.

With continued promotion, British Columbia’s popular mountain biking areas of North Shore /
Whistler / Squamish are actively working to increasing the $10.3 million in spent in 2006 by riders
from outside of the areas34.

Overall in the United States, it is estimated that the national bicycling industry contributes an
estimated $133 billion a year to the U.S. economy. It supports nearly 1.1 million jobs and generates
$17.7 billion in federal, state, and local taxes. Another $46.9 billion is spent on meals,
transportation, lodging, gifts and entertainment during bike trips and tours35.

North Carolina Department of Transportation estimates the economic impact of bicycle tourism is
$60 million each year36. Half of all summer visitors at Colorado ski resorts spend time bicycling. Of
those 699,000 people, 70 percent are from out of state and 40 percent said they would have altered
their vacation destination if bicycling were not available37.

Maine, which since 1991 has made a concerted effort to improve its bicycle
infrastructure by widening shoulders and creating shared-use paths, generates $66
million a year in bicycle tourism38.

In New Zealand it is estimated that cycle tourism is worth more than cruise ship tourism. In the
South Island, cycle tourism is worth $72 million per annum to the economy. Domestic cycle tourists
in Australia spend an estimated $213 million per year 39.

The Cycleway is a pathway from north to south of both islands in New Zealand that was funded by
the National Government. It was specifically under the responsibilities of the Ministry of Tourism,
and not for example of Transport, as the benefits of this development were seen to be beyond a
means of getting around, but rather as a way to stimulate jobs and spread economic benefits40.

An economic impact assessment of four cycle routes in North East England in 2006 found that
302,000 tourists visited and participated in cycling resulting in £9.6 million in spending, supporting
216 jobs. The study also found that the spending supported a wide range of business, with many
different vendors and suppliers benefitting41.

33
ibid 2010
34
Tourism British Columbia, 2008
35
Flusche 2009
36
Lawrie et al 2004
37
Cresp 2000
38
Maine Department of Transportation 2001
39
MundaBiddi Trail Fact Sheet
40
Tourism Resource Consultants 2009
41
Sustrans 2007

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Switzerland Mobility estimates that cycling use of the Swiss trail systems generated 130 Swiss
Francs, (approx. CDN$135 million,) in 200442.

The Netherlands reports 2.5 million overnight stays yearly are made by cycle tourists who spend
€90 million annually (approx. CDN$141 million)43.

The Bodensee Cycle Way, which winds its way around Germany via Austria to Switzerland, attracts
380,000 riders every year and contributes $120 million to the region annually44.

In a review of several case studies of cycle tourism it was reported that for successful cycle tourism
“the entire visitor experience is important, not just the cycling aspect. This is particularly true for
those markets whose primary motivation is not cycling. Accommodation, services, information,
scenic values and other activities combine to make the experience more appealing to a broader
range of visitors”45. This has particular relevance to Ontario who’s cycle tourists are predominantly
activities based rather than motivation based, as they are looking for various activities, not just
cycling46.

There is also a number of tour operators who organize tours worldwide for cycling holidays.
Currently there is little activity or offerings of cycle tourism in Ontario.

42
Stadtherr 2009
43
Niijland 2009
44
MundaBiddi Trail Fact Sheet
45
Tourism Resource Consultants 2009
46
TAMS 2006

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APPENDIX B INDUSTRY & QUESTIONNAIRE RESULTS

2009 Cycle forum

Eighty-one feedback forms were completed by industry stakeholders out of a total of
160 in attendance. Feedback on the event, line-up of speakers and agenda topics was
overwhelmingly positive. The responses also provided insightful feedback on the
challenges and next steps on how to develop Ontario as a leading cycle tourism
destination in North America. Here is an overview of the results:

The main challenges in the development of cycle tourism in Ontario were

identified as:

Lack of infrastructure (routes, trails, signage) 21%

No lead/provincial organization 20%
Lack of government funding and support (municipal, regional, provincial) 17%
Lack of provincial vision/strategic plan 11%
Safety and liability issues 8%
Lack of multi-modal transportation options 8%
Lack of awareness of benefits (social, economical, environmental) 7%
Lack of marketing and promotion 5%
Lack of product development 2%

The next steps that were identified for the development of cycle tourism in Ontario
were identified as:

Develop an Ontario Cycle Tourism Strategy 17%

Increase government funding and support 12%
Develop regional and provincial infrastructure 12%
Determine a lead industry organization/association 12%
Secure a political champion 9%
Increase education and awareness of benefits 7%
Expand provincial/OTMP marketing efforts 6%
Unify cycle tourism brand and signage standards 4%
Deal with safety and liability issues 3%
Increase multi-modal transportation options 3%
Develop province-wide mapping and wayfinding 3%
Implement Ontario Bike Plan and active transportation policies 3%
Encourage innovation and product development 3%
Coordinate regular industry forums and events 3%
Cultivate collaborative partnerships 3%
Develop Ontario “Welcome Cyclists” program 1%

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2010 April Summit
A summit meeting held in April with a number of partners outlined the following recommendations:

• Develop an Ontario wide cycle plan/strategy

• Establish strong organization with effective leadership and collaborative partnerships: a
coordinated approach to promote cycle tourism would boost the industry
• Develop cycle tourism products and packages: identify key routes in Province and organize
signature Provincial trips
• Continue to expand Bike Train: Bike Train provides a great link both for as value added service for
cycle tourists and as a bridge to fill in gaps in infrastructure
• Need hard facts to make case for cycle tourism: Stats and figures are scarce and decision makers
need convincing
• Ontario has some great existing cycling infrastructure – need to boost awareness
• Lots of enthusiasm for Welcome Cyclists – standardized offering across the province. Need
coordinated effort to expand the program
• Develop intermodal options and routes for cyclists (with Via Rail etc.)
• Integrate cycle tourism with mountain biking and don’t’ forget Ontario Trails Strategy
• Good interest from other regions to develop cycling tourism (Temagami, PEC, Windsor, Essex
County and Pelee Island, 1000 islands, etc)

2010 November Summit

A survey was sent to over 45 partners to gauge views on cycle tourism and key strategic directions. A
response rate of 37% was received (17/45). The following is a summary of findings.

• 47% rank cycle tourism to their organization/business/region as very important or a key market,
29% consider cycle tourism to be an important market (3/5)
• 64% of organization/business/regions have seen growth in the past 3 years due to cycling tourism
• Money (23%), Infrastructure (29%) and marketing opportunities (29%) are the key challenges in
developing cycle tourism within organization/business/region

The most effectiveness marketing tools for cycle tourism are:

o Cycle tours/bike train weekends (94%)
o Cycling maps (88%)
o Cycle tourism packages (77%)
o Media launch events (76%)
o Ontario cycle tourism web portal (70%)
o Welcome cyclist listing (73%)
o Advertising (67%)
o Brochures (67%)
o Media tours (73%)
o Consumer travel shows (60%)
o Cross promotion with businesses (66%)

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• 67% are interested in collaborating with Welcome Cyclist in the future

• The following are areas that organization/business/regions are interested or very interested in
supporting in the future:
o Marketing and promotion (82%)
o In-kind support (82%)
o Bike train weekends (82%)
o Destination development (76%)
o Welcome cyclist workshops (71%)
o Market research (58%)

xviii
APPENDIX C Funding models: Examples of Organisations who are similar in
some way to Bike Train
A few examples of similar organisations were considered in terms of their funding and scope to
determine potential funding models and future directions for the organization. There are three
different types of association considered.

1. An association that is funded by government, sponsorship, individual memberships and

events
2. A charity based organization, receiving funding from individual donators, companies,
government and industry,
3. An association of regional clubs that advocates and promotes on their member clubs’ behalf
who’s funding comes from user fess of the associations’ trails and membership fees.

What all have in common is that tourism is only one aspect of what they do. They are more than a
tourism association, providing a range of services from events, education sessions, advocacy,
awareness building, infrastructure development, business to business and business to consumer
opportunities, among others.

a. Vélo Québec(Canada)

“For over 40 years, Vélo Québec, a non-profit organization, has been a prominent part of the cycling
landscape in Québec. Our organization has continuously encouraged the use of the bicycle, whether
for tourism purposes or as a means of clean and active transportation, so as to improve the
environment and the health and well-being of citizens.” (Vélo Québec 2010).

Vélo Québec is responsible for various events and services that each have their own funding
structure.

Fundamentally they are a membership organization for individuals, providing their members with
a magazine and reduced fees for events and courses.

Vélo Québec is an advocacy group for cyclists and has overseen the development of the Route Verte,
a successful cross Province route, as mentioned above, that has had significant economic benefits
for the local communities (Route Verte 2010).

The association also organizes several events. For example, the 2010 Montreal Bike Fest (Un Tour
la Nuit, Tour de l’Île de Montréal) has an operating budget of around $2 million and required fifty
staff and nine months of planning. This event was funded by independent revenues (sponsorships,
registrations and merchandise sales) at 68% and a government contribution of around 32% (Velo
Quebec, personal communication, October 2010).

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To aid with their events a team of 3,700 volunteers is recruited which requires a major investment
of the organisation. A team of six people is in charge of recruiting and training these volunteers.
Although the volunteers provide an excellent source of labour at no cost, the training sessions,
equipment, refreshments etc. are a significant operational cost (Velo Quebec, personal
communication, October 2010).

There is also the logistics team comprising about thirty people, whose main task is the technical
preparation of the routes for the Montreal Bike Fest cycling events (Velo Quebec, personal
communication, October 2010).

Overall, Vélo Québec offer several services that promote cycle use. Tourism is just one aspect that is
integrated into the overall operations.

b. Sustrans (UK)

Sustrans is a charity that aims to make smarter travel choices possible, desirable and inevitable.
They help provide an array of services to the public, corporate and government organisations
(Sustrans 2010). The promotion of cycle tourism falls under their scope of work. Establishing and
promoting the UK cycle network for tourism purposes is one of their 2010 objectives (Sustrans
2010a, p22).

Sustrans is a registered UK charity dependent on funding from a wide range of sources including
contributions from tens of thousands of individual supporters, as well as grants from charitable
trusts and companies, the Big Lottery Fund, various levels and departments of government
(including the European Union) as well as different industry associations who are keen to see
sustainable transport encouraged (such as the Consortium of Bicycle Retailers). Around 50% of its
income comes from running infrastructure such as the cycle network, and around 11% from
supporters and grants (Sustrans 2010a, p24).
A key part of their work is to establish partnerships and encourage other organisations to take on
the sustainable transport initiatives to their own memberships, employees etc.
Sustrans appears to have partnerships, both funding and advisory, with a wide range of
organisations. In its desire to promote sustainable transportation for all cycle tourism is one of
many avenues that the association is pursuing.

c. Ontario Federation of Snowmobile Clubs

The Ontario Federation of Snowmobile Clubs is a non-profit, volunteer driven organization,

mandated by its member clubs to act on a provincial level for the greater good of organized
snowmobiling. The association is made up of a Board of Governors representing the different clubs
from various areas and regions (OFSC 2010).

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As the coordinating body for organized snowmobiling in Ontario, the OFSC provides advice and
guidance to member clubs on a broad range of topics to ensure provincial objectives are met. The
Federation is also responsible for activities that the clubs deem are best handled at the provincial
level such as policy and procedures, the user pay system, insurance, environment, and safety (OFSC
2010).

Proceeds from the sale of trail permits provide primary funding for both the trail operations of local
snowmobile clubs and their provincial organization. With family membership now standing at
about 200,000 the Ontario Federation of Snowmobile Clubs is the largest snowmobiling
organization in the world (OFSC 2010).

The Ontario Federation of Snowmobile Clubs is dedicated to providing strong leadership and
support to member clubs and volunteers, to establishing and maintaining quality snowmobile trails
which are used in a safe and environmentally responsible manner, and to furthering the enjoyment
of organized snowmobiling (OFSC 2010).

In 2001 it was noted that 60% of the snowmobile trails in Ontario are primarily for tourism
purposes (PKF 2001), suggesting that the services provided by the association are significant for
the tourism sector. There are several opportunities on their website for suppliers to promote their
services and for visitors to find rentals and accommodations etc.
(www.ofsc.on.ca/GoSnowmobiling/index.asp).

The Ontario Federation of Snowmobile Clubs appears to facilitate a network of trails and clubs
across the Province that meet certain standards, providing a more consistent experience for users,
and providing a forum for visitors and businesses to connect. It seems to be a good example of
building on existing infrastructure and regional networks to improve the Provincial product.

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Center for Research on Economic and Social Policy (CRESP) of the University of Colorado at Denver,
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