EVERY DAY during the summer months, cyclists can be seen making their way up the roads that snake to the summit of Mont Ventoux in the South of France.
Riders from across the world travel to this part of Provence to tackle the storied climb made famous by the Tour de France.
Those riders may spend the night in a local hotel, eat at local restaurants or visit one of the numerous bicycle shops to be found in the villages at the base of the mountain.
No matter the discipline, the most iconic bicycle races in the world are often intrinsically linked to the location where they take place.
The great sporting moments that unfold on roads, trails, tracks and in velodromes spark the imaginations of the public, inspiring them to travel to the same venues.
Many cycling fans opt to spend their holidays riding the same roads as their cycling heroes, be it the Italian Dolomites, French Alps, Spain’s Pyrenees or in Flanders, Belgium.
MARKETING OPPORTUNITY
REGIONS and cities that host elite races increasingly understand that there is a marketing and tourism opportunity to be seized in parallel.
A race that is televised, shared on social media and reported on in the world’s press, not only showcases the beauty of a region but also attracts amateur cyclists. These riders may take part in organised mass-participation events or simply ride in the region ahead of the elite riders. Others travel to the venue after the event, inspired by what they witnessed from afar.
Many regions develop guided routes based on elite races. For example, in Flanders, Belgium, three routes inspired by the annual spring classic, the Ronde Van Vlaanderen, are on offer. They vary from 78.4 kilometers to 115.5 kms in length.
A dedicated tourism web site— Cycling in Flanders—has been created for the region, marketing a visit as being a “pilgrimage for cycling fans.”
The web site not only details cycling routes and events but also provides information about local hotels, B&Bs, restaurants, bicycle rentals, tour guide operators and other services.
Providing such information helps boost the attractiveness of the region as a holiday destination, and at the same time supports local businesses.
Also listed on the web site are attractions that are of particular interest to cycling fans, such as the Tour of Flanders Museum in Oudenaarde or the Circuit Zolder, an F1 circuit where it is possible to cycle on the racetrack at certain times.
When it comes to the tourism market, it is important to cater to all abilities: Some visitors wish to emulate their heroes on testing climbs or challenging trails, while others may simply be seeking to integrate cycling into their family vacation in an area known for cycling.
Image credits: UCI Photo