The Appeal and Potential of Cycle Tourism

2020/12/18

Amidst the COVID-19 pandemic, bicycles—specifically sporty "sports bikes" that are less tiring even over long distances—are reportedly selling like wildfire. Bicycles, which have a low risk of infection and are good for both health maintenance and the environment, are now attracting renewed attention worldwide.

The "cycle tourism" we are working on primarily utilizes these sports bikes. It can be defined as a "style of travel where the primary purpose is to enjoy cycling itself while traveling through a region using the bicycle as a means of transportation for travel (the extraordinary)."

Listing its charms and characteristics... (1) feeling the seasonal scents, sounds, wind, and light of nature with your own body (the five senses); (2) being moved by casual local scenery that you wouldn't notice in a car; (3) being able to travel (journey) over a significantly wider range than on foot; (4) being able to stop at any time to look at the scenery or take photos; (5) moderate exercise being effective for health maintenance and stress relief; (6) getting hungry, which makes meals taste better; and (7) being friendly to the global and local environment by not emitting carbon dioxide. It is full of good things.

Furthermore, with a guided cycling tour, you can learn about the region you visit in more detail, gain opportunities to meet local people and experience nature and food unique to that area, and above all, increase your sense of safety and security, which will likely lead to higher travel satisfaction.

Also, from the perspective of economic impact on the region, cycle tourism is expected to result in higher spending in the visited areas because: (i) travel takes more time than by car, so the stay in each region is longer, leading to more opportunities for accommodation and meals; (ii) participants tend to strongly prefer small-scale local shops over major chain stores; and (iii) the market's age group is centered on middle-aged and older people, many of whom have high disposable income. In fact, surveys in Europe and the U.S. have repeatedly reported that spending during travel in a single region was higher for cycle tourists than for those traveling by car or train.

That is why, in recent years, calls for "promoting cycle tourism" have been heard frequently from local governments across Japan, and the national government is also supporting it.

Our company classifies this cycle tourism into three markets—(A) beginners participating in tours, (B) experienced riders participating in tours, and (C) experienced riders who plan and execute their own trips—and provides characteristic services for each.

For market A, we provide cycling tours as an activity that can be experienced in about half a day during a trip, centered on Nasu in Tochigi Prefecture, where our company is based. Examples include "Forest Road Gravel Rides," where you race through unpaved forest roads on fat bikes with extra-thick tires, and "Mount Nasu Snow Cycling" through snowy forest roads.

Market B consists mostly of overseas tourists, and multi-day cycling tours, where they travel 50 to 100 km a day by bicycle while touring the region, are popular. The longest ones run from Nasu through Tohoku to Aomori, lasting as long as 12 days.

For market C, we partner with local governments and accommodation facilities to operate a marketing support website (CyclistWelcome.jp) that introduces scenic routes across the country, areas suitable for cycling, and inns that welcome cyclists.

Now, have I piqued your interest in "cycle tourism" even a little? First, I would like you to try pedaling out on a bicycle yourself. If you already have a decent bicycle at home, try riding it a bit further away. I'm sure you'll be excited by many new discoveries. If you don't have your own bicycle, it's convenient to use a rental. It is becoming possible to rent sports-type bicycles at various tourist spots.

Furthermore, if you have the chance, I highly recommend participating in a guided cycling tour. A guide who knows the region and how to enjoy bicycles inside and out will make the joy of riding a bicycle stand out even more. You should be able to clearly understand what it means to enjoy a travel destination using a bicycle.

Additionally, by using e-bikes (electric-assist sports bicycles), which have evolved dramatically over the past few years, it is no longer difficult even for those who are not very confident in their physical strength to ride distances of, for example, 30 to 50 km a day. In other words, traveling a substantial distance by bicycle as a means of transportation and practicing "cycle tourism" is no longer just for a few experienced cyclists.

I am convinced that one of the hottest genres in the tourism industry With/After COVID is undoubtedly cycle tourism. I hope you, the readers, will give bicycle travel a try.