Bicycle tourism in Germany - expanded version

Bicycle tourism in
Germany
Fredericia, Nov. 1st, 2010
Thomas Froitzheim
Allgemeiner 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 constant
accommodation
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
6,0
3,5
1,1
0,3
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
54
47
25
7
0%
20%
40%
60%
80%
internet
bikeguidebroschures/prospects
bikem
agazines
personalrecom
m
endation
other
1
several answers possible
details in percent
basis (n)= 1.379

Bett & Bike partners in
Germany
216
421
1.558
2.303
2.880
3.340
3.554
3.980
4.238
4.497 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 3
from 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-mobil
Enthält 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)

wwww.deutschland-
tourismus.de/radfahren
www.myswitzerland.com
www.austria.info
International survey: good marks for Germany
Survey of 51 national and
international tourism organisations
on cycling tourism info

Germany gets on its bike
Competing
for the cycle tourist:
promotional cycling brochures
of federal states

iPhone-App: ADFC-mobil
Presenting 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 planner
for cyclists
Innovation
2010

www.adfc-tourenportal.de
Elevation profile
with attributes
map with
routes
GPS-Track
Route description

Thank you for your attention
Thomas Froitzheim
thomas.froitzheim@adfc.de

Bicycle tourism in Germany - expanded version

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