The Appeal and Potential of Cycle Tourism

Amidst the COVID-19 pandemic, bicycles—specifically "sport bikes" that are sporty and less fatiguing even over long distances—are reportedly selling exceptionally well. Bicycles, which carry a low risk of infection and are good for both maintaining health and the environment, are once again attracting attention worldwide.

The "cycle tourism" we are working on also primarily utilizes these sport bikes. It can be defined as "a style of travel where the primary purpose is to enjoy cycling itself while traveling through a region using the bicycle as a means of transportation for the journey (the extraordinary)."

Listing its charms and characteristics... (1) feeling the seasonal scents, sounds, wind, and light of nature with your own body (the five senses); (2) being moved by casual local scenery that one might not notice from a car; (3) being able to travel (journey) across a significantly wider range than on foot; (4) being able to stop at any time to look at the scenery or take photos; (5) moderate exercise being effective for maintaining health and relieving stress; (6) food tasting better because you get hungry; and (7) being friendly to the global and local environment without emitting carbon dioxide. It is full of benefits.

Furthermore, with a guided cycling tour, one can learn about the visited region in more detail, gain opportunities to meet local people and experience nature and food unique to that area, and above all, increase the sense of safety and security, which will likely lead to higher travel satisfaction.

Also, from the perspective of economic impact on the region, cycle tourism is expected to result in higher spending in the visited areas because: (i) travel takes more time than by car, leading to longer stays in each region and more opportunities for lodging and dining; (ii) participants tend to strongly prefer small-scale local shops over major chain stores; and (iii) the market's age group is centered on middle-aged and older adults, many of whom have high disposable income. In fact, surveys in Europe and the United States have repeatedly reported that spending during travel in a single region was higher for cycle tourists than for those traveling by car or train.

This is precisely why, in recent years, calls for "cycle tourism promotion" have been heard frequently from local governments across Japan, and the national government is also supporting these efforts.

Our company classifies this cycle tourism into three markets—(A) beginners participating in tours, (B) experienced riders participating in tours, and (C) experienced riders who plan and execute their own trips—and provides characteristic services for each.

For market A, we provide cycling tours as an activity that can be experienced in about half a day during a trip, centered on Nasu in Tochigi Prefecture, where our company is based. Examples include "Forest Road Gravel Rides," where you race through unpaved forest roads on fat bikes with extra-thick tires, and "Mt. Nasu Snow Cycling," where you ride through snowy forest roads.

Market B consists mostly of overseas tourists, and multi-day cycling tours, where participants travel 50 to 100 km a day by bicycle while touring a region, are popular. The longest ones span 12 days, starting from Nasu and traversing through Tohoku all the way to Aomori.

For market C, we partner with local governments and lodging facilities to operate a marketing support website (CyclistWelcome.jp) that introduces scenic routes across the country, areas suitable for cycling, and inns that welcome cyclists.

Now, have I piqued your interest in "cycle tourism" even a little? First, I would like you to try pedaling out on a bicycle yourself. If you already have a decent bicycle at home, try riding it a bit further than usual. I am sure you will be thrilled by many new discoveries. If you don't have your own bicycle, using a rental cycle is convenient. It is becoming possible to rent sport-type bicycles at various tourist destinations.

Furthermore, if you have the chance, I highly recommend participating in a guided cycling tour. A guide who knows the region and how to enjoy bicycles inside and out will make the joy of riding a bicycle stand out even more. You should be able to clearly understand what it means to enjoy a travel destination using a bicycle.

Additionally, by using e-bikes (electric-assist sport bicycles), which have evolved dramatically over the past few years, it is no longer difficult even for those who are not very confident in their physical strength to ride distances of, for example, 30 to 50 km a day. In other words, practicing "cycle tourism" by riding a substantial distance as a means of travel is no longer something only for a few experienced cyclists.

I am convinced that cycle tourism is undoubtedly one of the hottest genres in the tourism industry with/after COVID-19. I hope you, the readers, will also give bicycle travel a try.