Yorkshire tourism campaign raises the bar on cycling holidays
More tourists are heading to Yorkshire to explore the county by bike thanks to a scheme being run by Welcome to Yorkshire.
The Cycle England project is funded by cash from the Visit England, Discover England Fund and aims to attract more visitors from Europe, especially Germany and the Netherlands.
It’s one of a series of projects, backed by a million pounds of investment, being run across England to drive international tourists here.
11 holiday itineraries have been devised which include 4 long-distance cycle routes in Yorkshire: Way of the Roses, The Dales Cycleway, North York Moors Cycleway and the Yorkshire Wolds Cycle Route. These are being sold in to overseas tour operators and are already proving popular.
£100k has been made available as part of the project via a local Business Grant Scheme. Of this £46,000 has gone specifically to Yorkshire businesses with the aim of boosting tourism in the county.
The Cycle England team has had a presence at 10 Dutch and German international travel trade exhibitions this year and distributed 12,000 Cycle England brochures, with its website being available in German and Dutch and French, as well as English.
They also attended a number of international cycling events in 2019 – including Cycle Expo, Belgium Cyclocross race, Paris-Nice race, where they have been raising the profile of the county as a great destination for a cycling break.
The scheme has also seen an investment of almost £400,000 on marketing activity, including newsletters, blogs, advertorials, and adverts in major Dutch and German publications.
15 familiarisation trips have been hosted with international trade and media so they can experience first hand the appeal of a cycling holiday in Yorkshire.
The project continues to be supported by P&O who have for the last 2 years provided investment into the initiative. P&O have highlighted an increase in passengers with bicycles on their Rotterdam – Hull inbound UK ferries by 55%.
Welcome to Yorkshire have confirmed they are bidding for a further £250,000 in funding from Visit England to continue the work in 2020/21 with a number of other destinations keen to get involved.