Cycle tourism in the NetherlandsEric Nijland, director Netherlands Cycling Platform            Edinburgh, 13th November 20...
Content Introduction Netherlands Cycling Platform (Fietsplatform) Introduction cycle tourism in the Netherlands Focus on t...
Cycle tourism in the Netherlands moving on      Netherlands Cycling Platform (Fietsplatform)                              ...
Role and positionCycling in NL: all day cycling   ⇔   recreational cycling/ cycle tourismNL: lot of organisations are (mor...
Tasks1. Expertise and coordination   centre for cycle tourism in NL2. Working organisation for   National cycle network   ...
GoalsSustainable top quality of the recreational cycling facilities in NLMore people active enjoying NL by cycling; more c...
Organisation (1)   Public-private partnership, foundation   Board: important organisations involved with cycling and touri...
Organisation (2)Small staff (8 employees), lot of volunteers (150)Budget: ± 2/3 public funding (provinces), 1/3 own resour...
Cycle tourism in the Netherlands
Cycle tourism in the Netherlands                 > facts & figuresRecreational use of the bicycle in NL (2011)  50% of the...
Cycle tourism in the Netherlands                > facts & figuresRecreational use of the bicycle in NL  Popular because:  ...
Attractive landscapeattractive cities, huge variety                                  12
Many quiet roadsdikes, farmer roads; attractive for cycling!                                               13
Many cycle paths (‘fietspaden’)if necessary: in case of safety, comfort or missing links                                  ...
Specific infrastructurebridges, tunnels and ferries                               15
Signposting for cyclists(red or green: destination or touristic routes)                                                  16
Cycle routes/networks(= selection existing possibilities)
Accommodation & service(addresses to stop for food, drink, overnight stay)                                                ...
coordinated by Fietsplatform:Label for attractive bike stops    (Bed & Bike ... & Beer?)     + 1.000 Cyclists Welcome addr...
Service(re)charging e-bikes, rental, repair, transport                                                  20
Further product developmentroute planners, Gps tours, packages                                      21
Information & promotionInternet, folders, VVV, ANWB                               22
Cycle tourism in the Netherlands – routes/ route networks
3 types of routes/ route networks:National network       Regional networks     Thematic round tours                       ...
National network (LF-routes)                   Heerenveen                                25
National network (LF-routes)• Network of 25 long-distance routes (LF1 Noordzeeroute, LF2 Stedenroute etc.)• 1st target gro...
National network (LF-routes) → neighbouring countries/ international routes                                               ...
National network (LF-routes) → neighbouring countries/ international routes• 25 LF-routes vormen netwerk; 4.500 km• gebrui...
National network (LF-routes) → neighbouring countries/ international routes• 25 LF-routes vormen netwerk; 4.500 km• gebrui...
Regional networks (junction networks)                  Heerenveen                                        30
Regional networks (junction networks)                        http://vimeo.com/20782857• Numbered junctions (choosing point...
Thematic round tours• 1st target group: also daytrips• Solitary, short thematic routes• ± 250 signposted• Lot of publicati...
National network and regional networks together:•   30.000 km signposted route to plan your own trip    (long/short distan...
National network and regional networks together:Ideal basis for route planner!                                            ...
Cycle tourism in the Netherlands – marketing/promotion
Holland promotion                                        “Visit Holland”                            (also because of the p...
37
Cycling Holland
•   Website nederlandfietsland.nl (= portal cycle tourism holland)
Cycle tourism in the Netherlands – success factors (and threats)
Success factor 1: investing in quality (landscape/paths/routes)
Threat in NL: barriers!    Connection city – nature    Access rural area under pressureThreat in NL: maintenance
long tradition in NL …                … is not always a benefit!                                             43
National network and regional networks together:•   Strong basis for promotion: complete, uniform, flexible    but ...    ...
Quality management 120 contractpartners maintenance signing   50 regions, 3.500 km administrative borders                 ...
Quality management – core business Fietsplatform  Network management national network       System management regional net...
Quality management – core business Fietsplatform             Instrument: national route databank (GIS)                    ...
Quality management – core business Fietsplatform                Application: alert system signposting                     ...
Quality management – core business Fietsplatform                                                   Principle:             ...
Success factor 2: investing in quality (accommodation & service)
Success factor 3: investing in good information/ promotion                   + market research (defining target groups)   ...
Threat in NL: too much information, individual approach                                                          52
Promoting                                         checklist for successoutdoor recreation/ cycletourism                   ...
Success factor 4: investing in cooperation                        Cooperation:                           Between organisat...
What’s in it for Scotland:  Scotland is a strong brand; Cycling  Scotland too  Landscape is an opportunity, not a  threat ...
56
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Eric nijland

  1. 1. Cycle tourism in the NetherlandsEric Nijland, director Netherlands Cycling Platform Edinburgh, 13th November 2012 – Cycling Scotland Conference
  2. 2. Content Introduction Netherlands Cycling Platform (Fietsplatform) Introduction cycle tourism in the Netherlands Focus on the route network in the Netherlands Focus on marketing/promotion Success factors (and threats) What’s in it for Scotland Cycle tourism in the Netherlands Eric Nijland, director Netherlands Cycling Platform
  3. 3. Cycle tourism in the Netherlands moving on Netherlands Cycling Platform (Fietsplatform) 3
  4. 4. Role and positionCycling in NL: all day cycling ⇔ recreational cycling/ cycle tourismNL: lot of organisations are (more or less) involved with cycle tourismNeed of cooperation and coordinationNetherlands Cycling Platform - “umbrella-organisation” (since 1987)Dutch name: “Fietsplatform” 4
  5. 5. Tasks1. Expertise and coordination centre for cycle tourism in NL2. Working organisation for National cycle network (development, maintenance)3. Working organisation for information/promotion ‘Nederland Fietsland’ (= Cycling Holland) 5
  6. 6. GoalsSustainable top quality of the recreational cycling facilities in NLMore people active enjoying NL by cycling; more cycle trips(market research: opportunities! innovation)With less costs (more efficiency) more return on investment(more use, more spending) 6
  7. 7. Organisation (1) Public-private partnership, foundation Board: important organisations involved with cycling and tourism:the 12 Dutch provinces Dutch touring Dutch cyclists’ Dutch cyclists’ Dutch cycling club union touring union industry (sport cycling) & huge numbers of partners/partnerships: 7
  8. 8. Organisation (2)Small staff (8 employees), lot of volunteers (150)Budget: ± 2/3 public funding (provinces), 1/3 own resources 8
  9. 9. Cycle tourism in the Netherlands
  10. 10. Cycle tourism in the Netherlands > facts & figuresRecreational use of the bicycle in NL (2011) 50% of the Dutch people make recreational cycle tours ± 170 million recreational cycle trips (10 p.p.) ± 1 million cycle-holidays ± € 500 million spending during the cycle trips/tours
  11. 11. Cycle tourism in the Netherlands > facts & figuresRecreational use of the bicycle in NL Popular because: given created Attractive landscape (flat!) X ?? Lot of good infrastructure X X Good signposting X Nice cycle routes/networks X Good accommodation and service X Further product development X Lot of information and promotion X some ‘postcards’ to illustrate >>>>
  12. 12. Attractive landscapeattractive cities, huge variety 12
  13. 13. Many quiet roadsdikes, farmer roads; attractive for cycling! 13
  14. 14. Many cycle paths (‘fietspaden’)if necessary: in case of safety, comfort or missing links 14
  15. 15. Specific infrastructurebridges, tunnels and ferries 15
  16. 16. Signposting for cyclists(red or green: destination or touristic routes) 16
  17. 17. Cycle routes/networks(= selection existing possibilities)
  18. 18. Accommodation & service(addresses to stop for food, drink, overnight stay) 18
  19. 19. coordinated by Fietsplatform:Label for attractive bike stops (Bed & Bike ... & Beer?) + 1.000 Cyclists Welcome addresses 1 label instead of several regional initiatives! Connected with international labels 19
  20. 20. Service(re)charging e-bikes, rental, repair, transport 20
  21. 21. Further product developmentroute planners, Gps tours, packages 21
  22. 22. Information & promotionInternet, folders, VVV, ANWB 22
  23. 23. Cycle tourism in the Netherlands – routes/ route networks
  24. 24. 3 types of routes/ route networks:National network Regional networks Thematic round tours 24
  25. 25. National network (LF-routes) Heerenveen 25
  26. 26. National network (LF-routes)• Network of 25 long-distance routes (LF1 Noordzeeroute, LF2 Stedenroute etc.)• 1st target group: cycle holidays• Completely signposted in two directions• International connections (EuroVelo)• Fietsplatform: coordination/ promotion 4.500 km route (existing paths/roads) 26
  27. 27. National network (LF-routes) → neighbouring countries/ international routes 27
  28. 28. National network (LF-routes) → neighbouring countries/ international routes• 25 LF-routes vormen netwerk; 4.500 km• gebruik: lange-afstand (fietsvakanties)• aansluiting buurlanden en Europese routes• Fietsplatform: realisatie → beheer/promotie 28
  29. 29. National network (LF-routes) → neighbouring countries/ international routes• 25 LF-routes vormen netwerk; 4.500 km• gebruik: lange-afstand (fietsvakanties)• aansluiting buurlanden en Europese routes• Fietsplatform: realisatie → beheer/promotie 29
  30. 30. Regional networks (junction networks) Heerenveen 30
  31. 31. Regional networks (junction networks) http://vimeo.com/20782857• Numbered junctions (choosing points); signposting from junction to junction• 1st target group: daytrips• Synchronised with national network• Initiative: regions/provinces• Fietsplatform: system coordination & national promotion 30.000 km route; 7.500 junctions 31
  32. 32. Thematic round tours• 1st target group: also daytrips• Solitary, short thematic routes• ± 250 signposted• Lot of publications 32
  33. 33. National network and regional networks together:• 30.000 km signposted route to plan your own trip (long/short distance)• Taking over the role of signposted thematic round tours (example: Forest route, follow 18>25>27>61>38>18)• Strong basis for promotion: complete, uniform, flexible 33
  34. 34. National network and regional networks together:Ideal basis for route planner! 34
  35. 35. Cycle tourism in the Netherlands – marketing/promotion
  36. 36. Holland promotion “Visit Holland” (also because of the possibilities to discover Holland by bike) Regional promotion Promotion Cycling Holland “Visit the province of Zeeland, “Discover Holland, Utrecht, Friesland etc.!” go cycling”(also because of the cycling facilities; (these are the possibilities: ……) these are the possibilities: ……) 36
  37. 37. 37
  38. 38. Cycling Holland
  39. 39. • Website nederlandfietsland.nl (= portal cycle tourism holland)
  40. 40. Cycle tourism in the Netherlands – success factors (and threats)
  41. 41. Success factor 1: investing in quality (landscape/paths/routes)
  42. 42. Threat in NL: barriers! Connection city – nature Access rural area under pressureThreat in NL: maintenance
  43. 43. long tradition in NL … … is not always a benefit! 43
  44. 44. National network and regional networks together:• Strong basis for promotion: complete, uniform, flexible but ... • to develop a network is 1, to maintain it is 2! • network is as strong as the weakest part! Good, sustainable quality is a must! 44
  45. 45. Quality management 120 contractpartners maintenance signing 50 regions, 3.500 km administrative borders 45
  46. 46. Quality management – core business Fietsplatform Network management national network System management regional networks • Contracts for maintenance signing • Help solving problems connections • Control with volunteers • Stimulate good maintenance • Protect network quality (barriers!) • Help protecting network quality • Stimulate efficient, sustainable solutions Instrument: national route databank (GIS) 46
  47. 47. Quality management – core business Fietsplatform Instrument: national route databank (GIS) 47
  48. 48. Quality management – core business Fietsplatform Application: alert system signposting 48
  49. 49. Quality management – core business Fietsplatform Principle: Cyclists report a problem, alert system leads it automatically to the right authority Alert system route networks Predefined response boxes National & regional routes Online and mobile (app) Own website/ free widgets 49
  50. 50. Success factor 2: investing in quality (accommodation & service)
  51. 51. Success factor 3: investing in good information/ promotion + market research (defining target groups) 51
  52. 52. Threat in NL: too much information, individual approach 52
  53. 53. Promoting checklist for successoutdoor recreation/ cycletourism marketing/ information further product development accommodation and service quality quality routes/networks access (infrastructure) basis: attractive landscape
  54. 54. Success factor 4: investing in cooperation Cooperation: Between organisations who are responsible for specific subjects (landscape, infrastructure, routes, accommodation, service etc.) Between national and regional tourist boards (region promotion) and cycling promotion organisations Between cycling organisations (more efficiency) 54
  55. 55. What’s in it for Scotland: Scotland is a strong brand; Cycling Scotland too Landscape is an opportunity, not a threat (see Switzerland!) Success factor: work together (1+1=3) (see the Netherlands, see Switzerland) Focus on development Scottish network of routes and service. Focus on sustainable quality (not quantity) – also easier to promote! Focus on clever marketing: define your target groups, present solid info, both on Scottish level as on regional level 55
  56. 56. 56
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