Covid-19 and the Rise of Cycle Tourism

A French Case Study in Orléans

Written by Planning Assistant, Ava Klein

In the past year and half the rates of bike ridership have risen enormously, with a 168% increase in cities like Houston, Texas since 2019, and hundreds of kilometres of bicycle lanes appearing in cities like Paris, France. The collective turn towards the bicycle amid the chaos of Covid comes as a reaction to a raised anxiety towards public transportation and a desire to deviate from our claustrophobic lockdown. We could not go to restaurants, see our friends, or travel to new places. As a result, engaging in the outdoors in our own city, or country, became the natural form of tourism, and a tool to get us there was the good old fashioned bike. 

Encouraged by cities to keep their economy afloat and by residents who were eager to leave their confinement, cycle tourism became a popular form of vacation. One country that particularly leaned into cycle tourism was France. Between 2019 to 2020, 2.7 million bicycles were bought by French residents, with an 11% increase in bike ridership along EuroVelo, a network of long-distance cycling routes across Europe. France was positioned well to benefit from cycle tourism. About 10% of EuroVelo routes are located in France, becoming the 2nd largest destination for bicycle tourism next to Germany, with 21 million French residents cycling during their holidays. To encourage cycle touring, France invested $21.7 million worth of subsidies for cyclists, claiming that cyclists are eligible for up to 50 euros of bike repairs, as well as training and temporary bike parking. 

French cycling economy (infographic by ADEME)

Why encourage cycle tourism so much?

The French subsidies seem like a lot and begs the question by some as to why a government would invest so much into encouraging cycling. While it seems like a lot of money, the amount of economic benefit that countries gain by investing in local tourism like cycle touring are incomparable. In France, from 2010 to 2018, the direct economic benefits of cycling were estimated to be around 8.2 billion euros annually with 80,000 jobs linked to the cycling industry. With indirect and other benefits of cycling factored in, such as health benefits, this figure goes up to 29.5 billion euros per year. France makes about 5.1 billion euros per year in cycle tourism specifically, and the economic impact has reached more than 100 million euros per year on the Vélodyssée (part of the EuroVelo network). Cycle tourism allows residents to contribute to the country’s economy, particularly through visiting smaller, more rural areas that may not typically gain the same level of economic investment as metropolitan regions. Not to mention, this form of tourism is significantly better for the environment, making long-term investment in cycle tourism in line with the European Commission’s Green Deal goals. 

Orléans, France

How to make your region a cycle tourism hub: a case study of Orléan Metropole, France. 

One region of France that wants to become a cycletourist capital in the region is the Orléans Métropole. Part of the Centre-Val-de-Loire region, Orléans is already recognised as a cycling area due to local initiatives that encouraged cycling and investment in routes. Located one hour outside Paris by train, the city offers incredible nature, including the first major French cycling route: la Loire à vélo. In the past year the city applied for the title of “Cycling Territory”, and consulted Copenhagenize for help. Copenhagenize was tasked to help attract a new target group of visitors to Orléans through offers, products, promotion and communication. Copenhagenize conducted analysis and focus groups to understand who chooses to cycle tour and what cities can put in place to make cycle tourism easy and accessible for all. 

From our analysis we found that there is a wide range of people who choose to cycle tour, not just athletes. In fact, most participants in our focus group did not define themselves as “cycle tourists”, which connotes a level of athleticism, rather those who adopt cycling for travel tended to be from all ages and all physical conditions, experienced or inexperienced. Retired couples equipped with electrically assisted bicycles, families of different experience levels, students opting for a cheaper travel option, “sunday cyclists”, and sportsmen and women, were all amongst those who chose cycling as their tool for tourism. This means that cycle routes and support for cyclists must similarly assist a range of users. Some of these supports include proper multimodality, signposting, and sufficient pitstops for rest and refuelling. For instance, many cyclists note that it is discouraging and difficult when trains do not have proper facilities, or inconsistent facilities, to store bikes. One participant noted: 

‘All the doubts you can have each time on the train: will you be allowed to get on or not, even though you have paid for your ticket?’

Having consistent and concrete dependence on trains, or other convenient forms of transportation, are key for cyclists to feel comfortable bringing their bike from their hometown to their touring destination. EuroVelo has also recommended that strengthening the link between bikes and trains can encourage more cycling in rural areas, which tends to be less popular than in the city. 

As well, making it easy and simple for people of all levels to understand where the trail is, and where it goes, creates feelings of safety and security. This can be done through ensuring that all cycle routes are in good condition, levelled, without many water points, and removed from busy streets with cars. Indeed, one participant noted their experience riding along cars while bicycle-touring was ‘dangerous and stressful, people honking their horns, It's really unpleasant.’ Features like protected bike routes and signposting eases anxiety for cyclists, particularly beginners, and creates an enjoyable experience.

Protected bike lanes for cyclists in Orléans

Signposting in Orléans

Nonetheless, Orléans has enormous potential when it comes to being a cycle tourism hub. The region is in an ideal geographical location for cyclists, crossed by two EuroVelo cycle routes and several loops in the city itself. The routes are through beautiful natural settings that are fit for families and beginners to ride. 

From our data, the French Copenhagenize team was able to design a detailed action plan that created a real brand around cycle tourism in Orléans, attracting a wide range of cycle tourists to this quaint and beautiful region of France. Cycle tourism has enormous economic and environmental potential. While the COVID-19 pandemic introduced more people to this form of travel, this tourist sector will likely continue to grow and improve, but can only do so by creating a comfortable environment for all. 

A Bicycle-Friendly World Expo

How the Expo 2020 Dubai is Incorporating Active Mobility

Written by Ava Klein, Planning Assistant

Over the last year, Copenhagenize has been working as mobility consultants for the Expo 2020 in Dubai to study and address solutions for all forms of micro mobility throughout the event site. This year’s World Expo (that was originally slated to open in 2020) plans to host 25 million visitors over the next 6 months, with 192 countries having pavilions on site. Dubai also aims to experiment with different forms of mobility to become the first bicycle-friendly Expo. Working with the planning and organizing teams on site, Copenhagenize has recommended and introduced a series of bicycle transportation options for visitors and staff to create a more practical, safe and convenient environment. 

Visitors using the bike sharing system.

Visitors from around the world have been enjoying the bike sharing system available throughout the site, with tens of thousands of trips already made on the bikes. The Expo 2020 Dubai bike tours, which bring visitors around the pavilions, are relying on these shared bikes which include 220 PBSC bikes, creating a fun and dynamic experience for many first-time bike share users. While bike sharing stations can be used for tours, they can also be a practical and convenient way for visitors to move around the grounds in a safe and efficient manner. Copenhagenize’s implementation strategy included strategically placing bike sharing docks in relevant sites, such as the entrance points and the thematic pavilions, as well as outlining a clear risk-mitigation strategy that reduces the chances of unsafe bicycle usage. Some bikes are even equipped with child seats, allowing families of different sizes to rely on the bike for travel between pavilions. 

The fleet of cargo bikes at the Expo.

For staff, bicycles have been incorporated in the back-of-house as a way for staff to travel from the resident village to the Expo site as well as travel within the site. The cycling infrastructure connects the Expo Village to the staff access points which allows staff to bike to work.

The staff use cargo bikes to replenish food and beverage sites.

Expo 2020 Dubai is not only using bicycles and e-bikes, but also cargo bikes as a useful tool for the maintenance and smooth execution of the event. Copenhagenize advised on the procurement of a fleet of thirty cargo bikes (Black Iron Horse and Christiania Bikes) to efficiently, safely, and sustainably transport food and beverage to replenish kiosks, for promotional activities such as selling tickets, crowd management, and merchandise hand-outs, and for landscaping and maintenance activities. In addition, visiting journalists will be shuttled around the site via cargo bikes and bicycle rickshaws. These cargo bikes are an important cog in integrating the bike into the programming and logistics, making it easier for the staff to manage and maintain this huge event over a six month period. Our Copenhagen office director, James Thoem, says:

"It's a great demonstration of the practicality of cargo bikes and how small Danish manufacturers can compete on the world stage.”

The event began on October 1st 2021 and will continue until the end of March 2022. The Copenhagenize team continues to work with Expo 2020 Dubai on micro mobility safety and accessibility across the event site.

Dispatches from the Canadian Prairies (3 of 3)

Winter is in full swing in the city of Saskatoon, temperatures are hovering around -20ºC with snow and ice everywhere. Although the #BYXE campaign that the Copenhagenize team developed for the City has come to an end, the messages and brand of the campaign live on in the Canadian winter, promoting bicycles by broadening the narrative of who is a bicycle user and where they go. The campaign in its winter phase had messages shown on Tim’s TV, a network developed for in-store TV displays in Tim Horton’s Canada’s go-to coffee shop. It encouraged winter biking to a new audience of potential users with messages like “biking warms you up faster than your car” and “river rides aren’t only for the summer”. Now in 2020, the City of Saskatoon has continued to develop and push the original #BYXE campaign brand on social media.

This Thursday the 13th of February, the City is hosting its annual winter bike to work day – a day where residents meet up at various locations around the city and bike to work together. Equipped with gloves, toques and scarves, nothing will stop the residents of Saskatoon from getting on their bikes and cycling on beautiful paths like the Saskatchewan river. Winter can be fun if you make it fun! The #BYXE brand has served as a means of tagging winter commutes and rides online, showing Saskatonians that there are many that do enjoy the winter on two wheels.

Screen shot of one of the videos played on Tim’s TV.

The #BYXE campaign is a great example of how good bicycle communications can entice residents to get out on their bikes not only on a nice summer day but even on your typical Canadian winter day. 

To see local residents pedaling through the Canadian winter, check out the #BYXE on social media for yourself. 

Source: Twitter using the #BYXE

Copenhagenize Design Co. in Lisbon

Last week the team members from the Copenhagen and France office visited Lisbon for a week of workshops and Desire Lines studies, two of our flagship services. In recent years, Lisbon has been quite ambitious and active in redefining the role of the bicycle in the city. New protected bicycle lanes, have been built along major arterials, parking lots and traffic circles have been converted back to public space, and now the City is preparing to host the 2021 Velo-City Conference. But perhaps most admirably, the city is planning for a bicycle network that recognizes and accommodates their hilly topography. Planning with the topography rather than in spite of it. 

In an effort to drive internal capacity building within the administration, Copenhagenize Design Co. hosted two Master Class programmes on site. Here we talked all things bicycle urbanism: mobility planning for 21st Century cities, constructive communication tactics, observing bicycle riders to plan for more user friendly infrastructure. As always, the programme turned to an engaging mix of talks and hands-on workshops. 

Building on the recent infrastructure investments and discussions during the Master Class, Copenhagenize conducted a series of Desire Lines Analyses on key intersections. Designed to observe and inform the performance of bicycle infrastructure at intersections, the Desire Lines Analysis provides Cities with insight into how infrastructure investments are performing and opportunities for improvements. 

During the course of the observations, a couple initial things stood out: Residents are just as comfortable cycling in elegant outfits as they are in lycra, the City’s bikeshare system is popular and practical for everyday citizens, and cargo bikes are proving to be a practical tool for getting kids to school. 

Copenhagenize at the 2019 Hamburg Bauforum

The Hamburg Bauforum has long been a visionary tool to guide future growth in the German metropolis.

Last week Copenhagenize’s Morten Kabell and Lorenz Siegel joined a selection of Europe’s leading architecture, planning, and urbanism offices to tackle the big challenges at the 7th International Bauforum in Hamburg. First held in 1980, the Bauforum has proven to be a creative institution with the goal to rethink Hamburg as a city as well as a starting point for defining urban changes, including the innovative Hafencity development.

During five exciting and demanding days, the Copenhagenize Team redesigned Hamburg’s Ring 2 arterial road with the approach to significantly reduce car traffic, remove street hierarchies, untie traffic knots and most importantly give space for more efficient and sustainable modes of transport. Like many urban ring roads, the Ring 2 arterial functions as a series of corridors, rather than one continuous functional loop. With this in mind, the team presented a series of refreshing ideas to help shake the city of 20th Century car-centric thinking. The result was a pool of ideas and concepts that will give inspiration to how Hamburg is handling its most important connectors and arterial streets over the course of the next 50 years.