Bicycle tourism in Germany Fredericia, Nov. 1st, 2010 Thomas Froitzheim Allgemeiner Deutscher Fahrrad-Club (ADF
Jun 23, 2015
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
Bicycle Tourism in Germany | 3 | 01.11.2010
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)
Bicycle Tourism in Germany | 4 | 01.11.2010
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)
Bicycle Tourism in Germany | 5 | 01.11.2010
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
Bicycle Tourism in Germany | 6 | 01.11.2010
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
Bicycle Tourism in Germany | 7 | 01.11.2010
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)
Bicycle Tourism in Germany | 8 | 01.11.2010
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)
Bicycle Tourism in Germany | 9 | 01.11.2010
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
Bicycle Tourism in Germany | 10 | 01.11.2010
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
Bicycle Tourism in Germany | 11 | 01.11.2010
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
Bicycle Tourism in Germany | 12 | 01.11.2010
E-Bikes - Pedelecs
Source: ZIV
E-Bikes are used increasingly by tourists
Tourism destinations aiming for new target groups
Bicycle Tourism in Germany | 13 | 01.11.2010
The system: Discovering Germany by Bike
Brochure Internet portal
PR and distribution activities
www.adfc.de/reisenplus
Bicycle Tourism in Germany | 14 | 01.11.2010
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)
Bicycle Tourism in Germany | 15 | 01.11.2010
Situation: 200 long-distance cycle routes
Bicycle Tourism in Germany | 16 | 01.11.2010
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
Bicycle Tourism in Germany | 17 | 01.11.2010
iPhone-App: ADFC-mobilEnthält alle ADFC-Qualitätsradrouten
• Werbefilm unter www.adfc.de/mobil
• Updates für neue Qualitätsradrouten
Bicycle Tourism in Germany | 18 | 01.11.2010
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
Bicycle Tourism in Germany | 19 | 01.11.2010
Route illustration
• Route description• Route pictogram• Outline map• Landscape / sights• Useful maps / literature • Rail journeys• Good idea / Cyclist service• All-inclusive offers• Service address
Bicycle Tourism in Germany | 20 | 01.11.2010
Best overview: ADFC DiscoveringMap Routes from “Discovering Germany by Bike” highlighted in red
Bicycle Tourism in Germany | 21 | 01.11.2010
PR with advertising mix
Bicycle Tourism in Germany | 22 | 01.11.2010
Crossmarketing
260 bicycle dealers
450 Product dealers
1.000 Customercenters
Bicycle Tourism in Germany | 23 | 01.11.2010
Benefits for cycle shops and manufacturers
200 VSF cycle shops
Bicycle wheel manufacturers
Outdoor firm
1,300 authorized dealers
Bicycle Tourism in Germany | 24 | 01.11.2010
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
Bicycle Tourism in Germany | 25 | 01.11.2010
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
Bicycle Tourism in Germany | 27 | 01.11.2010
Germany gets on its bike
Competing for the cycle tourist:
promotional cycling brochures of federal states
Bicycle Tourism in Germany | 28 | 01.11.2010
iPhone-App: ADFC-mobilPresenting all „ADFC-Qualitätsradrouten“
• movie at www.adfc.de/mobil
• Updates for new „Qualitätsradrouten“
Bicycle Tourism in Germany | 29 | 01.11.2010
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
Bicycle Tourism in Germany | 30 | 01.11.2010
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
Bicycle Tourism in Germany | 31 | 01.11.2010
www.adfc-tourenportal.de
Trip suggestion free routing
Route plannerfor cyclists
Innovation
2010
Bicycle Tourism in Germany | 32 | 01.11.2010
www.adfc-tourenportal.de
Elevation profilewith attributes
map withroutes
GPS-Track
Route description