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Mountain Biking Tourism – key facts Tourism due to Mountain biking (MB) : £46.5 m p.a, wider value is £119m Set for significant growth of over 30% in next 5 years Total number of MB visitors is 1.3 million; purpose built bike centres attract 592,000 visits a year. 22.5% stay overnight. Scots stay 2.1 nts, other UK 4.4 nts. On average, MT bikers make 6-7 visits to built centres p.a, of which 4-5 are day visits 7Stanes currently dominates: 69% of all visits to built centres FCS manages approx kms cycling/MTB trails.

Mountain Biking Tourism – Scotland’s assets & capabilities Quality and Quantity of purpose built, MTB tracks Progressive access legislation Growing number of bike related businesses & expertise Strong brand identity of 7-Stanes provides awareness High profile international events Potential for packages with other tourism offers: Year of Natural Scotland CWG 2014, Cathkin Braes

Evidence of investment and growth UCI MTB World Cup, Fort William: 20,000 visitors FCS continues to invest: £8.5m at Glentress Fell in the Tweed Valley Forest Park Glencoe: new red track in 2012 – trebled visitors! BikeTrax skills loop - Highland Safaris, Aberfeldy. Comrie Croft – new tracks in 2012 and 2013 Tomintoul – tracks, kms, Crown Estate. £0.5m Cathkin Braes Trail….

Mountain Biking Tourism – weaknesses & constraints Provision seen as specialist – need to make things easier Dependence on cars to access sites Growing competition from other areas Challenge in funding new routes to protect market share Reinvestment in existing trails Health & safety? Lack of co-ordination between mountain biking trails and tourism businesses

Tips to tap in to the markets: Top tips to tap into the market: Know what trail grades your local centres offer so you can advise your visitors. Have their literature to hand. Or advise/refer to accommodation providers. Use spectacular scenery and MTB images on your web site and brochure. Or great food and other activities Mountain biking is year-round. Can you use it to promote your business in the off-season? What businesses could you partner to offer visitors an exciting package? The specialist market does need some facilities – but not expensive adaptations. SpecialistLeisure MB key driver for visit – MTB is core part of trip Destination is key driver for visit – MTB is part of holiday experience Looking for top class biking facilitiesLooking for other activities to do Bring own bike and equipmentWill need to hire equipment Seeking the ultimate experienceMay need encouragement, info on trails

Cycle Highlands, Deeside Expanded from initial rental business. Corporate market: collaborates with event and sponsorship organisers to exploit. Collaborate with other activity providers to x-promote. Work closely with hotels/B & Bs – drop-off and pick-up of rental bikes. Added value for both sides. Has developed a route map which he retails. Arranges own MTB event, and gets involved in those run by others. “Growth is polarised: serious bikers (DIY) but also families.”

Top tourism trends - mountain biking The family market – parents with school age kids. “Active ageing” - older visitors, but young at heart. Fitter. Much travelled. People are searching for new experiences to enrich their lives – “being and doing” not necessarily “having” Rising expectations of quality- but need added value and deals/offers Visitors appreciate authenticity, “real” Scotland, explore nature MTB visitors undertake other outdoor activities – and v-v. MTB visitors shop, eat, drink, party, go to festivals….and may visit more than one trail centre on a trip. Activity, Health and wellbeing Growing awareness of green & ethical issues. ABTA research: Younger travellers are taking more holidays: 4-5 breaks Social media important

Accommodation providers - think about How is your post-biking experience? Bike security? Pictures and testimonials on your website. Other local information: activities, attractions, eating out. Transport for visitors and their bikes Weather updates Provide relevant reading Flexible meal times, packed lunches, energy foods/drinks Bike rental made easy: pick-up And the basics: Wifi Use appropriate imagery in publicity. Provide relevant links and contact info on your website.

To recap… - Growing market for MTB - Scotland is world class! - Core market remains male but families, older people and females increasing - Refer to specialist operators for instruction and guiding. - Events can raise profile - Info on local trails, centres and shops - Facilities: Bike washing, clothes drying, repair. - Interesting things to do off the bike! - Collaborate with others – all sorts of others!

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