A new survey released by Bicycle SA sheds light on the economic potential of cycling tourism and main motivations of cycle tourists.
The survey of more than 700 respondents revealed key demographics of cycle tourists and their key motivations. 83.4% surveyed have taken part in a cycling holiday in the past 12 months and more than half (57%) are planning on taking another within the next 6 months.
The survey also paints a picture of the average cycle tourist who tends to be over 40, married, in full time employment and have a household income above the Australian median income. Cycle tourists represent a high yield niche tourism market, spending $591 per day in direct spend on their last cycling trip – not including the contribution of domestic travel.
“Cycling tourism for me is about freedom and about experiencing nature,” says 65 year old Andy Biasutti, from Victoria is currently taking part in Bike SA’s 9 day Annual Tour of South Australia which returns to Adelaide this Saturday.
She has already cycled iconic locations in South Australia including Kangaroo Island, The Clare Valley, The Barossa Valley and the Flinders Ranges. She cites gourmet food and wine as key motivations for making the trip back again.
She adds: “South Australia has a lot going for it. You get cycle tourists from France and Germany here because they love the scenery and they love The Outback.”
“South Australia has great potential to reap the benefits of this $2 billion a year industry,” says Christian Haag, CEO of Bicycle SA.
Bicycle SA has seen a surge of popularity in its cycling tourism events, with numbers increasing substantially over the past 12 months and a hugely succesful Wine, Wheels and Whiting event which brough over 300 cyclists to the Clare Valley.
Clare and Gilbert Valley Councils Mayor, Allan Aughey, was himself surprised by the huge interest in cycling stating that the “Wheels Wine & Whiting Cycling Event exceeded all expectations and is worthy of becoming a premium regional South Australia cycling and tourism fixture.”
Cyclists on Bike SA’s current Annual Tour are visiting the Barossa Valley, the Adelaide Hills and McLaren Vale, leaving from Victoria Square in Adelaide this Saturday at 8:30am. Full details about their route can be found here.
Key Stats from the Survey.
- 83.4% have taken part in a cycling holiday in the past 12 months
- 57% of people surveyed are planning to undertake a cycling trip in Australia in the next 6 months.
- The majority of ‘cycling holidays’ last between 2-3 days.
- Road Riding (78%) is the most popular form of cycling while on holiday, followed by Urban Riding (52%) and Mountain Biking (44%).
- More than 80% believe that the availability and variety of cycle routes is key to attracting them to a destination
- Cycle Tourists on multi-day trips tend to ride between 30-70 kilometres per day.
- The majority of people on cycling holidays have already done so in pairs (55%), or with four people or more (52%).
- 84% of cycle tourists are aged 40 or over.
- Your average cycle tourist is married, works full time, earns between $90,000 -180,000 in annual household income.
- Cycle tourists directly spent $591 per day on their last cycling holiday not including the contribution of domestic travel