State of the Cycling Tour Operators Industry (2024) in Europe and Beyond

One clear trend in 2024 around the globe is that cycling tourism is booming. To better understand the dynamics of this industry, the Adventure Travel Trade Association, CycleSummit, and the European Cyclists’ Federation-EuroVelo joined forces to launch the first independent online survey of cycling tour operators. The findings have been compiled into the new report State of the Cycling Tour Operators Industry (2024): In Europe and Beyond.

Organized cycling tours represent a small segment of cycling tourism in general as most cycling tourists plan their trips independently. In Germany, a study led by EuroVelo partner ADFC identified that more than 90% of German cycling tourists organize their trip themselves whereas 6% book via a tour operator. However, cycling tour operators are key players in the cycling tourism industry with direct access to feedback from their clients and knowledge of new trends. This report includes numerous insights and will hopefully support the growth of organized cycling tours and the growth of cycling tourism in general as a sustainable and responsible form of tourism.

Key Findings

1. A wide variety of cycling destinations shows universal appeal. Even though 69% of survey respondents are headquartered in Europe, diverse destinations around the world are mentioned as currently popular or expected to increase in popularity in the near future, including Chile, Colombia, the Nordic countries (especially Norway and Finland), Japan, New Zealand, and a growing interest in Africa. When considering all respondents, the USA is the most popular source market overall, followed by Germany, the UK, the Netherlands, and France.

2. The cycling market is increasing in depth and breadth as well as volume. Cycling is consistently highlighted as a trending activity in adventure travel industry research and conversations. This includes increasing numbers of guests and revenue, with 88% expecting the same or higher guest volume, and 86% of respondents expecting the same or higher revenue in 2024 over 2023, and also increases in various disciplines. Touring cycling dominates the market in Europe, but mountain biking is the biggest discipline outside of Europe, and 64% of tour operators have at least 25% of their clients using e-bikes. 98% of tour operators face clients needing bicycle rental services.

3. Inflation and marketing to new customers are primary challenges. 62% of respondents highlight inflation as a major challenge to their business, and 50% struggle with marketing to new customers. European operators in particular (46%) identify seasonality as an area of concern, and non-European operators are looking for better software solutions (27%).

4. Accommodation offers are lacking in all areas of the world. Regarding external business challenges, finding appropriate accommodation for guests (availability, quality, price, flexibility, etc.) is the main challenge for both European (54%) and non-European operators (39%). Respondents around the globe also face itinerary concerns such as safety and logistics around road quality and sharing, and general lack of infrastructure.

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Cycling Tour Operators’ Business is Growing

The revenues of cycling tour operators grew for the majority of respondents in 2023 and is expected to grow even more in 2024. 58% of cycling tour operators had higher revenue in 2023 than in 2019, 12% had similar revenue and 20% lower revenue in 2023 than in 2019. For 2024, the trend looks again positive with 68% of respondents expecting higher revenue than in 2023 (80% non-European and 63% Europeans).

The preferences for self-guided versus guided cycling tours reveal a significant divide between European and non-European respondents. In Europe, 64% of operators indicated that most of their clients opted for non-guided tours, reflecting a strong inclination for independence among cyclists. Outside of Europe, the trend is reversed, with 78% of operators reporting that their clients favored guided tours; notably, nearly half of these operators did not even offer non-guided options.

According to ATTA’s Regional Director for Europe, David Symes, "there is growing demand for self-guided tours due to the increased flexibility offered to the consumer including start and finish times, lunch breaks and impromptu sightseeing stops. Whilst these tours have been growing in popularity with European travelers and within European destinations suppliers are now actively targeting the North American market."

In Europe, touring bicycles are particularly popular, accounting for 63% of tours, followed by road bikes at 14% and mountain bikes at 10%. The landscape shifts outside of Europe, where mountain biking takes the lead at 34%, with touring bikes following at 29% and road biking at 20%. This regional variation reflects differences in terrain, cycling culture, and tourist preferences. Europe has also continuously invested in developing long-distance cycle routes for the past three decades, for example the EuroVelo network that connects and unites the whole European continent.

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Key Trend: e-Bikes

The rapid adoption of e-bikes in the cycling tour industry over the past 10-15 years has been remarkable, particularly in Europe. According to the survey, a significant majority of tour operators now offer both traditional bicycles and e-bikes to their clients. This trend was also identified in spring 2024 sessions at ATTA AdventureELEVATE events in Europe and Latin America, with e-bikes being acknowledged as a revolution that makes the activity more accessible to all, but presents new challenges to tour operators.

Cycling operators or rental companies now need to purchase more e-bikes for customer use and work to create the infrastructure needed for this new type of equipment. E-bikes are more expensive than traditional bicycles, have different maintenance needs and aging schedules, and their heavier weight can impact logistics and transportation. However, e-bikes make cycling accessible to more people, especially families and groups with diverse abilities, where offering e-bikes can reduce the difference between first and last cyclists from hours to minutes.

On the other hand, offering e-bikes creates new challenges like setting realistic expectations and catering to travelers of varying fitness levels. One participant in the Latin America session suggested starting with simpler trails that help assess the fitness level of a group and then the guide making further decisions. Guests may need to be educated on how to use an e-bike, especially in more challenging terrains. For example, although e-bikes may greatly assist users going up mountainous areas such as the Alps, going back downhill requires more technical skills that need to be taught.

Differences also exist between regions; for example since the cycling market in Latin America is not as strong as in Europe, suppliers and guests are very open to e-bikes as a starting point, whereas in Europe e-bikes are creating new and unique opportunities for change in the traditional touring cycling industry.

64% of all respondents report at least a quarter of their clients opting for e-bikes. However, this figure masks a substantial regional disparity:

• European operators: 72% have at least 25% e-bike usage among clients, 38% report over 50% e-bike usage
• Non-European operators: 46% have at least 25% e-bike usage among clients, 22% report over 50% e-bike usage

These findings underscore the rapid integration of e-bikes into the cycling tour industry, with European markets leading the adoption curve. The varying rates of e-bike usage across regions reflect differences in infrastructure, consumer preferences, and market maturity in the global cycling tourism sector.

Cycling Tour Operators Market

Italy is the most popular country destination for most respondents (15%), followed by France (11%), Germany (8%), Austria (7%) and Spain (7%). Overall, 65 country destinations were quoted as “most popular destination countries among your tours” by respondents, showing how diverse the destinations of cycling tour operators are. A few respondents also expressed that it was not possible for them to identify only one most popular country destination. This shows the diversity of cycling tourism offers and its potential for future growth without affecting overtourism.

29% of respondents have the majority of their clients coming from the USA, followed by Germany (16%), the UK (13%), the Netherlands (7%) and France (5%). The trends differ when focusing exclusively on European tour operators, where Germany is the most popular source market (21%), followed by the USA (20%) and the UK (14%); versus non-European tour operators, where the USA is the country of origin of most clients (51%).

Cycling tours are not only about cycling and do include other activities. Most popular activities on tours include visiting a town or village (83%), a natural site (68%), a museum, castle or other heritage site (57%), but also gastronomy visits and water related activities like swimming and boat trips. There are no significant differences between activities reported by European and non-European operators.

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Challenges for Cycling Tour Operators

• Economic Pressures: A significant 62% of surveyed operators cite inflation as their foremost challenge.
• Customer Acquisition: Half of the respondents struggle with attracting new clientele.
• Workforce Issues: 32% report difficulties with staff shortages.
• Governmental Support: 30% note a lack of backing from public entities.
• Technological Hurdles: 21% overall struggle with software solutions.
• Accommodation: This is the primary concern for both European (54%) and non-European (39%) operators, encompassing issues of availability, quality, price, and flexibility.
• Climate Change: Unexpected challenges such as heat waves, floods, and wildfires are emerging concerns.
• Both European and non-European operators struggle with safety, path sharing with other users, increased traffic and inadequate infrastructure. European operators struggle more with transport to and from the itinerary, and non-European operators cite varying fitness levels of clients as a challenge.

These diverse challenges underscore the complex landscape cycling tour operators must navigate, balancing economic, operational, and technological factors to maintain successful businesses.

Opportunities for Cycling Tour Operators

The main trend in cycling tours is definitely e-bikes according to tour operators (51%). However, our survey demonstrates that the share of regular bicycles amongst cycling tour operator clients still holds strong. Other trends quoted include gravel cycling (15%) and self guided tours (14%). New destinations and shorter/easier tours are also mentioned by multiple respondents.

When it comes to trending destinations, Europe is expected to remain in favor, especially Italy, Germany, Spain, and Portugal. Regions emerging in popularity include the UK, Slovenia, Slovakia, Hungary, Croatia, Czech Republic, Greece, and other countries in the Eastern Europe area, with the caveat of avoiding ongoing regional conflicts. Turkey is also on respondents’ list of destinations to watch, particularly the Cappadocia region. Respondents from South America highlight Chile, Colombia, and the Andes as destinations with high levels of appeal. Other popular areas around the globe include Scandinavia (especially Norway and Finland), Japan, New Zealand, and growing interest in Africa.

Various partners in a destination need to come together to improve its cycling portfolio. Creating a new offer is much easier along an existing cycle route with quality infrastructure, good maintenance, certified cycle-friendly accommodation, bike parking at visiting sites, etc. A tour operator may need bicycle rental locally, or need to have a place to store bikes at train stations before pick-up when clients want to take the train afterward; all of these facets can be supported by public entities. In general, when local governments promote cycling and cycling tourism, this amplifies tour operator messaging and brings in more visitors overall.

Continue the Conversation

Cycling was also an important discussion at various ATTA events throughout 2024, and one that will continue in ATTA’s Member HUB–sign in to the new HUB here to continue the conversation. Key topics that could benefit from further exploration include the environmental impact and sustainability practices of cycling tour operators, the role of technology and digital tools in enhancing the customer experience, and the industry's approach to diversity and inclusion. Additionally, there is an opportunity to dive deeper into customer satisfaction and expectations, as well as future innovations like the increasing integration of e-mobility in the sector.

According to Monica Gazzera, ATTA’s Regional Manager for Europe, “Destinations often manage mobility and tourism separately; however, investing in adequately serving cyclists is beneficial in the long term for both travelers and residents. Joining forces, like for this research project, provides a shared vision and exchange of know-how.”

Participation in key events such as the ATTA’s global events, the EuroVelo & Cycling Tourism Conference or CycleSummit is also highly valuable to engage directly with cycling tourism experts and stay updated on the latest trends and best practices.

More information about this topic can be found in the report State of the Cycling Tour Operators Industry (2024): In Europe and Beyond.

Download the Report Here

About the Report Initiators

Adventure Travel Trade Association
Established in 1990, the Adventure Travel Trade Association is the largest global network of adventure travel leaders. Our community is made up of ~30,000 individual guides, tour operators, lodges, travel advisors, tourism boards, destination marketing and management organizations, outdoor educators, gear companies and travel media who share a belief and commitment to sustainable tourism. The connections and creativity of this vibrant community come together both virtually and in person to create and deliver the solutions that propel our businesses and our communities toward a responsible and profitable future.

CycleSummit
The CycleSummit is a global network for cycling tour operators, providing a platform for international professionals to connect, collaborate, and explore new opportunities in the cycling tourism industry. Since 2009, the summit has been fostering connections among cycling professionals. The annual event also features destinations showcasing their cycling products, along with various social activities that promote networking and highlight the region where it takes place.

European Cyclists’ Federation-EuroVelo
ECF is a Brussels-based non-profit association dedicated to achieving more and better cycling for all, both for transportation and leisure. EuroVelo, the European cycle route network, is an initiative of the European Cyclists’ Federation developed by national and regional partners. It is a network of long-distance cycle routes that cross and connect Europe. The routes can be used by cycle tourists, as well as by local people making daily journeys.