1. Tom Burnham

2. Sandstone Way: Berwick upon-Tweed

3.  You need cyclists, they need you  Your quality  ‘Enthusiasts’ vs holiday-makers  Ready-made inter-connecting routes  Free market research  Social media:  Their blogs and your blogs  Website, Pinterest, YouTube, FaceBook, Twitter  Links to other sites  Collaboration

5.  The year before last we had 1,500 bookings. Last year we had 1,800. This year we’ve had 1,400 and it’s only June!” Allenheads Inn, Northumberland

6. Allenheads, one of the most remote settlements in England

7.  The year before last we had 1,500 bookings. Last year we had 1,800. This year we’ve had 1,400 and it’s only June!” Allenheads Inn, Northumberland  “Fellfoot Hostel has 85% of its growing business through the excellent C2C website and book. As we take the bookings the clients have the C2C online or the book open in front of them” Fellfoot Hostel, Penrith  “We are up by around 50% so far this year. It’s unbelievable how the business has mushroomed.” Lorraine Turnbull, Parkhead Station, Durham

8. Social profile UK Ave Enthusiasts Cycle as part of holiday AB 17 20 25 C1 26 35 29 --- --- --- 43 55 54 C2 25 22 20 DE 32 23 26 100 100 100

9.  The Cycling Toolkit, plus …  Do you have a foreign language within reach?  Do you have bikes to lend/hire?  Can you offer ‘all day full English breakfast’?  Can you cater for the drop-outs?  Your USP:  Call-out to the distressed?  Signed photograph of Sir Wiggo?  Minor spares?  Use your imagination!

11.  ‘Enthusiasts’: doing nothing but cycling while on holiday: predominantly one-nighters ‘Holiday cycling’: Doing some cycling while on holiday, pre- planned or spur of moment. Predominantly multi-nighters  3.6 million holidays involve cycling  3 million are ‘holiday cycling’  600,000 are ‘enthusiasts’  Of these 600,000 ‘enthusiasts’  60% are A to B cyclists  25% are mountain-biking  15% are ‘challenges’

12.  Growth of leisure cycling 2007-2012: Enthusiasts: +25% As part of holiday: +32%

13.  Enthusiasts  Benefits:  They’re the flagships – multiple blogging, word of mouth, penetrate some of the least-populated areas  Can extend the season  Negatives:  Tend to be one-nighters  Tend to be critical  Holiday cyclists  Benefits:  Tend to be multi-nighters  Are often families  Eat and drink more!  Negatives:  Can be expensive on hardware and time

14. Are you kidding?

15.  Look at blogs and social media  Choose a sunny day in the summer holidays and November  Count the cyclists  Enthusiasts versus holiday-makers  Where are they from?  How did they find out about the route?  Where did they stay last night?

17.  Your blogs and their blogs  Website, Pinterest, YouTube, FaceBook, Twitter  Links to other sites

19.  You’re colleagues, not competitors  The whole local community – baker, B&B, swimming pool, cycle service provider  Supporting each other  Joint marketing  Lobbying the authorities  Production of literature and website  Support services (e.g. rangers)

22. To Icelanders the development of cycling is, it has to be said, all but incomprehensible. A very large proportion of Iceland's rural roads are still gravel-surfaced, and some of them are bumpy, stony and downright hazardous. The country is mountainous, and often very windy. If it rains, cyclists get plastered with sludge. If it is dry, they choke on clouds of dust. Cycling around Iceland is strictly for masochists. Insight Guides: Iceland

23.  2009  No Icelandic cyclists  A few foreign enthusiasts (GB, NL, D)  No cycle repair  First cycling symposium (30 participants)  2012  4 rental shops  8 repair shops  1 st tour operator (Reykjavik)  2 nd symposium (160 participants + 60 skype)

24.  2015  Many Icelandic cyclists  Many foreign enthusiasts  Cycle repair everywhere (mainly farmers)  Collaborative cycle rental everywhere  At least 40 hotels & B&Bs with free bicycles  3 signed routes  At least 40 cycle guides and/or routemaps  3 cycling clusters  2017  First cycling census

25. Tom Burnham