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We aim to provide businesses with information on the scale of the cycling tourism opportunity. Through robust market insights, and advice on how best to reach our cycling visitors, we want to help you to service their specific needs. A little investment can go a long way for this market.
Cycling has experienced a boom in interest from our visitors both international and domestic. People can experience all that Scotland has to offer as they seek to improve their health and well-being.
Introducing new audiences to all that Scotland has to offer in terms of cycling tourism
Ensuring Scotland becomes one of the world’s leading cycling break destinations
Growing tourism through profitable businesses by leveraging new market opportunities such as cycling
Growing Scotland's skilled workforce, entrepreneurial spirit and productive businesses
Focusing on minimising the negative and maximising the positive impact of tourism
Growth is set to continue as Glasgow and venues across Scotland gear up to host the 2023 UCI Cycling World Championships. Extra investment to improve cycling facilities across the country will also boost the industry.
This means that Scottish tourism businesses have an unmissable opportunity. Scotland can become one of the world’s leading cycling break destinations.
Over 1600 miles
The size of Scotland's National Cycle Network (of which 700 miles free of traffic)
Great facilities
World-class track cycling facilities (e.g. The Sir Chris Hoy Veledrome and Glasgow BMX Centre
Gravel biking
Miles and miles of route options and growing in demand in Scotland
Mountain biking
Over 25 (and growing) dedicated trail centres across Scotland
Home of the bicyle
Invented by Kirkpatrick Macmillan in Dumfries & Galloway in 1839
Legislation
Land Reform (Scotland) Act 2003. Most progressive in Europe, providing a right of responsible access
Stunning landscapes
World-renowned scenery that provides unforgettable journeys of discovery and well-being
Cycling events
A well-recognised track record of hosting some of Europe’s best cycling events
How well is your business placed to access the huge benefits of engaging with this vibrant and rapidly growing sector? This page includes business advice on how to make the most of working with this lucrative market.
Like all visitors, cyclists need a good Scottish welcome. First impressions are key - make sure you have a friendly, proactive and responsive attitude towards everyone. If you are genuinely enthusiastic about your business, this will rub off on your guests. There are, however, some key products and services that cyclists look for during a visit that need to be available to suit their schedules.
Read our top tips on how to improve the quality of the visitor experience for all cyclists and increase business profitability as a result.
Scotland has an unbeatable access to land and national cycle trail networks. And that's not to mention its world-class mountain bike centres and indoor and outdoor track facilities. Scotland offers a responsible right of access to land and national cycle trail networks thanks to the Land Reform (Scotland) Act 2003. All play an important role in attracting day and overnight visitors to make a trip away from home.
We operate an internationally recognised star rated Quality Assurance scheme. It covers all types of business. Think hotels, guesthouses, hostels to cafes, restaurants and visitor attractions... all of which cyclists can and will use.
Quality Assurance can help drive up standards across the industry, raising the bar. It's is more than just the "stars on the door". Quality Assurance is about the entire visitor experience. It demonstrates improvement and investment within businesses right across the country.
To find out more about how this scheme can benefit your business, visit our Quality Assurance page where you can apply online.
Scotland is also famed for its natural larder that brings visitors from around the world to experience what’s on offer. Our Taste Our Best scheme celebrates businesses who serve up quality food and drink, using locally sourced, fresh produce.
Visitors who enjoy cycling have specific needs. So, it makes a positive difference to their experience when we recognise these and cater for them. Small gestures can make a big difference, since cyclists may arrive wet, tired or upset by a cycle breakdown.
It's now considered best practice to offer visitors a digital, cycling-specific information pack. This can be a downloadable link on your business website or sent as a pdf file upon receipt of booking confirmation. Include information such as:
Offer local magazines and information on local wildlife and interesting places at your reception desk. This will contribute to the visitor's ability to create a quality memorable experience.
You could also offer the use of a small toolkit or bike multi-tool and could stock a few spares e.g. spare inner tubes or puncture repair kit.
Nothing beats local knowledge and it’s also an opportunity to connect with the guests and add your own experience and knowledge of the area.
Cyclists will need online access to local and national weather, road conditions and trail centre openings. They may also need to call a local shop to hire equipment or book a guide or visitor attraction tickets. Having free access to the internet is a given for todays visitors.
Offering a place to wash bikes down after a "ride out" by means of an outdoor hose with suitable pressure to clean off dirt is advisable.
A biodegradable bike wash spray also supports the post cycling service.
Your business could provide laundry services to ensure cyclists have clean, dry clothes for the next day.
Invest in a de-humidifier and storage for shoes, packs and clothing in a set drying room, a sure way to help post ride comfort.
Scotland attracts a wide range of cyclists. It has long-distance road and trail networks, competition arenas and also world-class trail centres.
The equipment that experienced cyclists use can be worth thousands of pounds in value.
To help your business stand out, you can offer a secure bike rack, garage type storage or lockable basement. Investing in this also carries over to all types of adventure equipment. Be sure to check any portable bike locks offered are a minimum of grade 10 for theft prevention. Simple tarps open to the elements don’t really add security or protection.
Scotland's rich and varied visitor attractions are integral to cyclists enjoying all that's on offer. If your attraction is situated on or near a popular cycling route, you may experience cyclists who are visiting as part of an onward journey.
Cyclists often pop into a visitor attraction expecting to find local information as part of their experience off the saddle. They might do so if they lose their trail map or can’t access the internet to check their location.
This is a good opportunity to upsell and offer local maps, OS maps and guidebooks. Offering information on other attractions creates value in the area and gives more reasons to stop, spend time and explore.
Promote hot drinks and high energy foods which can either be taken away or made to order. This is a valuable attraction to cyclists who are often known for adding pit stops on their journeys.
It’s worth considering the type of container for take away foods for cyclists who don’t tend to carry large packs or have space for large food packaging.
If cyclists are encouraged to stop off to eat a hearty bite, where can they hang their wet kit? Is there a shoe rack if wearing cleat shoes?
The bikes cyclists use can be worth thousands of pounds in value. To help your visitor attraction stand out, offering a secure bike rack or shelter adds real value to the visitors stay and essential peace of mind.
It’s also advised to have a few spare bike locks at minimum grade 10 security rating in case needed by the visitor.
You might need planning permission from the local planning authority to install new structures. So make sure you check first if you want to build bike shelters or racks.
Is your café or restaurant situated on or near a popular cycling route? Then you may experience visitors who are including a visit as part of an onward journey.
An easy offering which cyclists really appreciate is a fresh water drinking tap or service to refill water bottles.
It’s also worth noting cyclists favour electrolyte drinks. So, consider investing in stock to keep in the fridge.
Promote hot drinks and high energy foods which can either be taken away or made to order. This is a valuable attraction to cyclists who are often known for adding pit stops on their journeys.
Offer high energy cereal bars, fruit (e.g. bananas), sports drinks with high electrolyte content and meals with good portions. This steadily builds reputation that your business is an excellent place for cyclists to refuel, rest and recover. Coffee and cake is always welcomed!
Is your establishment on a roadside or within a busy town? Then offering a secure bike rack that is out of sight from passers-by adds real value to visitors. It gives them an extra sense of security and encourages them to choose your business.
Cafés and restaurants who welcome cyclists can provide local information on things to see and do. This is especially useful if the cyclists are visiting with non-cycling members.
Providing free access to the internet can be a great value to cyclists. It'll give them the opportunity to look up trails and local information or just the chance to check in with messages.
They’ll also enjoy accessing charging points for the likes of phones, power packs, e-bikes and GPS devices before they head out on the road again.
Treat your visitors to a warm Scottish welcome. Cafés and restaurants who welcome and embrace cyclists and provide a great atmosphere inside are likely to see returns. This is especially true for those that stock local produce and connect locals with visitors.
Cyclists may also have more specific needs, which a business can readily offer without the need for high investment.
Businesses interested in welcoming cyclists should consider the opportunities to increase bookings. Work with other cycle-related operators, such as local guides, tour operators and companies, local hire, or retailers. Together, you can tap into the trend of taking cycling holidays with partners, families and groups of friends.
Offering visitors a digital cycling specific information pack before arrival is best practice. Or you could provide a list of relevant operators on your website.
Are you considering or already packaging two or more services such as accommodation and cycle hire? When you sell them directly to consumers, you must comply with package travel regulations.
You can work collaboratively or via a tour operator to package services. Tour operators can package these together and carry the expense and risk of complying with the regulations.
Working with a tour operator or Destination Management Company will also open more business to you. As and when you need business or supply forward bookings from them, they can help you with your own operational planning.
Offering an airport or train station pick up using bike racking on a vehicle is a sure way to attract visitors who travel with their own bikes.
Businesses who welcome cyclists may also wish to link up with local taxi and minibus hire companies. They can run shuttles or offer pickups for cyclists (depending on their route or when they have a mechanical breakdown).
These services add unique value by solving potential problems for guests travelling around the region.
Cyclists tend to travel light, especially those who are traveling to Scotland by air. These visitors won’t bring much in the way of maintenance kit. So, they'll appreciate you offering the basics to help with maintenance and cleaning such as:
Some providers also offer small first aid kits with emergency heat blankets, patches, bandages and plasters. This is simply to cover grazes, scrapes and potential cuts. Little thoughts go a big way which shows you consider the needs of the cyclist.
Why not place a laminated card within the first aid kits giving the traveller essential and emergency numbers to call here in the UK? This should prove handy if they are lost, broken down, immobile and in need of assistance.
Retailers report that the sale of electric bikes or e-bikes are on the rise in the UK with around a 70% increase in sales year on year.
E-bikes are an increasingly popular option for older cyclists who typically are less able to sustain effort for long periods. But also within the mountain bike community, where power assisted bikes helps with climbing steeper terrain.
The growth in e-bikes has naturally seen a demand for fast charging stations such as BOSCH packs. These can recharge 50% of a typical battery pack in around 2-3 hours which is enough to enable a rider to return to base.
E-bikes will typically have an average range of around 35-45 miles (55-70 kilometres) depending on the chosen mode and terrain. Although the cyclist can extend this by recharging at local attractions, cafés, shops, etc.
Protecting the environment. The Land Reform (Scotland) Act gives everyone new rights of responsible access to Scotland’s outdoors. This is a huge advantage over other destinations across the world.
Cyclists have the right of responsible non-motorised access to most land in Scotland. It doesn't matter whether it's for recreation or to journey from place-to-place.
Businesses can play their part. Help visitors prepare for journeying around the regions by bicycle. Check if they know the Scottish Outdoor Access Code and its responsibilities. And check whether they're well prepared for trails, road conditions, traffic laws and weather.
These factors all help ensure our visitors have a positive and memorable experience.
We’ve recently conducted our "Scotland. Made for cycling" research paper and some of the key findings were:
Pent-up demand
From international markets due to favourable exchange rates
Value-for-money
"Money-can’t-buy experiences" or "cost savings" are key drivers
Over 2.3 billion
Cycle tourism trips taking place in Europe every year
£37 billion
The estimated value of cycle tourism trips in Europe
Domestic tourism
338,000 road cycling trips, 1.3 million overnight stays and £154 million for the Scottish economy
£14 million
The value of a further 585,000 cycling day trips
£105 million
The economic value of Scotland’s mountain biking sector
0.5% and 0.8%
Scotland’s share of Europe’s volume and value of trips and spend
Sources: "The Benefits of Cycling" (2018) report by the European Cyclist's Federation, "Great Britain Tourism" (2019) survey by VisitBritain
Published January 2023
Read our cycling topic paper
Our key target audiences are “adventure seekers” and “experience seekers”. This is because they offer best prospects for growth and additional visits.
Cycling is an ideal activity for these audiences. It provides journeys of discovery, a means to re-balance wellbeing, and authentic experiences in nature.
Desire to disconnect
Off-grid holidays and activities like bikepacking could be a great option for some visitors
Travel group
Couples dominates, solo travel on the rise. Connecting with friends / multi-generational important
Primary market
Scotland and wider UK
Secondary market
Germany and the Netherlands
The media landscape has become more fragmented. This is due to the number of platforms consumers use and the different ways they search for information. The legislative framework has also made tracking consumer engagement more challenging. There is, for example, an increasing focus on privacy rights.
It’s more important than ever that any marketing activity should be data driven. It needs to identify key audiences and tailoring channel selection to ensure it will deliver the best results.
Online video is currently the number one driver for best engagement and results. But creative must be more distinctive, in order to stand out and sustain attention. Visitors are more likely to convert to visit, the longer they remain engaged with your content or activity. Remember to tell compelling stories to sustain that attention and engagement.
It’s also worth reviewing the experiences you offer. Assess each stage of your customer journey - see, think, plan, do, advocate – and change this, wherever you see potential to improve.
37% of UK visitors
Book within one week of travel
29% of US visitors
Book over 90 days in advance
50%
International travellers who use travel agents or tour operators
Visitors choose to book holidays and experiences in several ways. This is influenced by their cultural norms, convenience and how familiar they are with the destination or experience type. For example, planning a day out cycling in your own country is very different from someone from Europe looking to plan a cycling holiday.
There are many competing destinations looking to attract cyclists (of all types) to their shores. So, it’s important to understand how your potential customers are planning and booking their holidays.
Find out which distribution channels they will seek out to inspire, plan and book. Think of:
For cycling holidays, consumers will often look for specialists based in their own country. These may then contract local Scottish based suppliers to deliver the ground handling for their clients.
The purposes of distribution channels are twofold:
Choosing the best distribution channels for your business to develop and grow requires research and time.
This is where a customer books with a business in person without you paying commission.
Examples:
Being online bookable is essential for today’s travellers, especially those on the move such as cyclists. There are people who increasingly plan and book their holidays online. This makes investment in a user-friendly booking system essential to attract these visitors. It’s also the first step in being able to distribute through third party channels.
This is where a customer uses a third party to research and book their travel
Examples:
You can sell any "bookable product" through a travel distributor, be it leisure, business or special interest based such as cycling. It could be a hotel room, a self-catering cottage, a private tour, food and drink, an attraction, transport, an activity or a combination of any of these.
Many international visitors rely on advice they trust when planning and booking their holiday. Local travel advisors, tour operators and specialists are key sources of advice. This is particularly true for long-haul and emerging markets.
Online Tour Operators such as Expedia, Booking.com, Viator are widely used globally. Visitors use these services to book their holiday. So, using them gives your business the benefit of their global marketing reach.
Are you considering or already packaging two or more services such as accommodation and cycle hire? When you sell them directly to consumers, you must comply with package travel regulations.
You can work collaboratively or via a tour operator to package services. Tour operators can package these together and carry the expense and risk of complying with the regulations.
Working with a tour operator or Destination Management Company will also open more business to you. As and when you need business or supply forward bookings from them, they can help you with your own operational planning.
Word of mouth and social media are the two main sources of travel inspiration. Adding cycling-focussed content to your social media channels is a great way to attract cyclist visitors. It's also useful to show why your business should be their first choice on their cycling trip to Scotland.
Why not consider working with influencers to explore how a cycling trip could look in your region? Or take some high-quality imagery of the cycling amenities your business can offer.
Our PR teams are always looking for new story angles to pitch to journalists. Do you have a unique cycling experience to share with the world that you think is distinct and could stand out from the crowd? Share it with our press team at [email protected]
These allow more users to go further and explore more. Halfords research forecasts that 1.5 million e-bikes will be sold in the UK in 2050. According to the Bicycle Association, around 165,000 were sold in 2022. More cycle hirers offer them, more charging points are appearing and there are even e-bike events taking place.
This is a type of cycling that sits between mountain biking and road cycling. It’s an ideal fit for Scotland linked to our progressive right of responsible access legislation.
Cycling has a very low carbon footprint and links well to Scotland’s ambitions:
Innovative outputs highlight Scotland’s ongoing commitment to responsible tourism. Think of Developing Mountain Biking in Scotland’s Do The Ride Thing programme.
90%
Of Expedia travellers search for sustainable booking options
7 in 10 consumers
Will pay more for a travel choice that is more inclusive to all types of traveller
Between 3-13 August, the 2023 UCI Cycling World Championships will take place in Glasgow and across Scotland. It'll bring together 13 UCI World Championship events in the biggest cycling event in history for the first time.
With the World Championships acting as a catalyst, the #powerofthebike is already coming to life through a number of projects. Many will shape cycling experiences in Scotland in future.
This £8 million fund awarded funding to six projects in Arran, Laggan, Banchory, Falkirk, Stow and East Lothian.
Creating Scotland’s leading cycling destination in the south of the country.
A key deliverable of Scotland's National Strategy for Economic Transformation.
A £750,000 projects to expand an existing Aberdeenshire mountain bike centre.
£500 grant funding for secure storage, available during winter 2022/23 to Highland and Aberdeenshire visitor businesses.
We want to help your visitors plan out their ideal cycling experience. You can use this helpful list of resources to find information on cycling routes and trails, local bike hire and public transport options.
Our visitor website has lots of information on cycle routes and trails across the country for every type of rider.
Find over 60 long-distance and day trip route suggestions on our cycling map.
Find your nearest trail centre and help your visitors find their next mountain bike trail with their ride guide.
Learn more about ScotRail’s Highland Explorer active travel carriages with storage for up to 20 bicycles. This train currently runs on the West Highland Line only.
Information on taking bicycles on CalMac ferries.
Information on taking bicycles on NorthLink Ferries. These operate between mainland and Orkney and Shetland.
Our VisitScotland visitor website lists over 50 bike hire options across the country.
Read how Scotland's world-class visitor economy is crucially important to support the NSET.
If you’re working with mountain biking visitors specifically, take a look at how you can develop mountain biking in Scotland.