The Tourism Part of Bike Tourism
Over the past two years, as we’ve worked on bike tourism initiatives with Travel Oregon, we’ve been able to ground-truth our ideas about bicycle travel as an economic development vehicle. We’ve also taken every opportunity to learn more about the tourism world – and how to talk to tourism professionals about bikes.
At the end of April, we had the great fortune to immerse ourselves a little deeper into Oregon tourism. First up was the Rural Tourism Gathering, which was a sort of 2.0 program for community members who had previously participated in one of Travel Oregon’s award-winning Rural Tourism (or Bike Tourism) Studios. A few days later, we attended the Oregon Governor’s Conference on Tourism. In both instances, our main goal was simply to learn and absorb.
What did we take away?
First, and foremost, was the reminder that successful destination development is all about relationship-building: making those connections with the people in your community and neighboring communities, so that it’s a group effort. In small towns and rural regions, this becomes even more important, because it creates a larger talent pool to draw from, and helps lift the entire region.
Which leads into the idea of “coopetition.” By promoting the region rather than just your own small hamlet, you pool resources, and draw a larger number of visitors to spend a larger amount of time/money in the region. Work together to bring folks to the region first, then distinguish yourself from other establishments.
We also learned about the way that tourism promotion is changing. Whereas travel marketing has traditionally been confined to travel-specific publications and focused on selling flights and hotels, it is increasingly focused on lifestyle and the experiences someone can have related to that lifestyle. In other words: “visitors want to travel to where their people are,” and it’s increasingly important to facilitate that connection. Travel Oregon sees articles about the culture of Oregon mountain biking as potentially just as influential as articles about specific restaurants.
And, lastly, we were delighted to hear discussion of the importance of video. In the opening morning remarks of the Governor’s Conference, we learned that 64% of visitors said their travel decisions were influenced by online video content.
What does this mean for bike tourism?
In terms of building and promoting bike tourism, we’re realizing more and more that the tourism aspect is just as important (if not more so) than the bicycling aspect – because simply offering good roads or trails does not secure a positive travel experience. The most successful bike tourism initiatives are collaborative efforts between tourism, business owners, community members, and bike advocates. Bike tourism is about the biking, but it’s also about being a tourist and having a positive travel experience. Or, as Phil Carlson from TREO Ranch put it: “It’s just hospitality, the bicycle is the draw.”