This document discusses motorcycle tourism and why motorcyclists make good tourists. It notes that motorcyclists need to stop frequently for fuel and amenities due to their small gas tanks. This results in frequent spending at gas stations, restaurants, shops and attractions along their routes. The document also provides statistics on the size and spending habits of the motorcycle community in both Canada and the US, noting they spend an average of $3,100 per vacation. Finally, it discusses how communities can attract motorcycle tourism dollars by understanding riders' needs and marketing themselves as rider-friendly destinations.

1. Motorcycle Tourism
Motorcyclists – the PURE
Tourists

2. Why the Motorcyclist is one of the
Purest of Tourists
• A motorcyclist needs to stop every 2-3.5 hours for fuel due
to the small size of their fuel tank.
• Safe motorcycling requires a rider to stay hydrated, which
means when they stop for fuel, they will most likely buy a
beverage.
• Even when towing a trailer for camping, a motorcyclist will
still have need of food stuffs and supplies like ice be it from
a grocery/convenience store or a restaurant/pub. They can
not store food items for long periods easily.

3. Why the Motorcyclist is the Purest of
Tourist
• Motorcyclists preferences in accommodations is as varied as they are:
they will stay at motels, campgrounds, guest houses, cabins, beds &
breakfasts and friends homes but many also enjoy the luxury of hotels as
well!
• Motorcycles can only haul so much. Because of their limited space for
storing clothing etc., a motorcyclist can often be found in drug stores,
camping supply stores, gift/souvenir shops and courier/shipping offices to
send gifts, souvenirs and the like home.
• Motorcycling by it’s very nature make these people most likely to stop and
visit roadside attractions, visitor centers, museums and other attractions
along with restaurants/pubs, coffee shops and ice cream stands.
• Because of their small fuel tanks, they are more apt to visit more
attractions than other types of motorists.

4. So just how big is the motorcycle
community?
While motorcycling is a seasonal and niche
market, it is a fast growing niche market whose
numbers may amaze you.

5. An emerging/fast-growing
niche market – Canadian Numbers
The upward trend in Canadian motorcycle registrations supports the
fact that interest in riding motorcycles is growing fast:
• 2005: 443,700 motorcycles and mopeds
• 2008: 566,894 motorcycles and mopeds
• 2009: 594,866 motorcycles and mopeds
Statistics Canada:
http://www40.statcan.gc.ca/l01/cst01/trade14a-eng.htm

6. Highlights of the 2008 MIC Motorcycle/ATV Owner
Survey – American Numbers
"Since 2003, the number of motorcycles owned and used in America grew 19 percent
to approximately 10.4 million."
• "Female ownership of motorcycles crossed the 10-percent mark, increasing
from 9.6 percent in 2003 up to 12.3 percent in 2008.
• Younger generations have even more female riders.
• Some 15 percent of Gen X motorcycle owners are women, and for Gen Y, it's 14
percent. "
• "The median household income of motorcycle owners exceeds that of the average
American. Two-wheel households average $59,290 while the U.S. average is
$50,233."
• "Of all motorcycles in use in 2008, 46 percent were purchased new, up 7 percent
since 2003." (11)

7. Who are motorcyclists and why
should you care?
These tourists will spend an average of 10-14 days on a
motorcycle holiday and spend an average of $3,100 while on
that holiday. (BDB Rider Survey 2007/8)
• Motorcycle Tourists come from all racial backgrounds and have a wide variety of educational and
occupational backgrounds
• Today, the average motorcyclist is likely to be between the ages of 40 and 65
• They are more than likely going to earn $75,000 a year and own their own home
• The majority of motorcycle enthusiasts ride their own machine, however passengers are
enthusiasts as well!
• More and more women are riding their own machines today.
These tourists can have a significant impact on your region

8. Motorcycle Tourism IS Big Business
Vacations
Between Canada and the United States alone there are
Potentially 11 Million tourists/customers who ride
and those people spend on AVERAGE $3,100 while on a vacation.
That translates to a 34 BILLION dollar a year industry
*This figure does not take into consideration the international tourist.
$34 BILLION DOLLARS A YEAR – that’s BIG BUSINESS
(It is estimated that $1.5 Billion is generated by Canadians)
Weekend Events
11 million riders will spend on average $350-400.00 per weekend to attend events and the
average rider will attend 3 weekend events each riding season.
That’s over $13 Billion Dollars per year!
($600 Million is estimated to be generated by Canadian Riders)
Charitable Causes
11 Million riders will donate on average $200 per year to charitable causes.
That equates to over $2 Billion dollars per year!
(It is estimated that 100 Million is generated by Canadian Riders)

9. How can we attract some of
those dollars?
That is the question many communities and
tourism regions are asking themselves.

10. Knowledge Plus Powerful, Relevant
Packaging & Marketing is KEY!
• You need to understand the rider and their unique
needs as tourists
• You need to create a compelling reason for them to
visit your region. (IE: Events, Day Ride and Circle Tour
Maps, Contests)
• You need to market the fact that you know what riders
need and want and that you are ready to serve them.
• You need to make that information highly accessible

11. Creating an Marketing Plan
Once you understand the riders needs, and have a compelling reason for them to visit your
region, the information on who, what, where , when and how those needs can be filled/met has
to be packaged in a way that allows you to cross several marketing platforms.
You can do all of these things on your own. It will take time, resources and manpower but you
can do it.
OR
You can partner with a team that has already done a lot of the research and homework for you
and can offer you a good portion of your marketing in one nice package. A package that fits with
your objectives & needs and compliments the other marketing and branding efforts you will
undertake.
Belt Drive Betty Media® is one such partner that can help you achieve your marketing needs.
We have the knowledge to share with you about riders, what they need and how your individual
businesses and communities can go about becoming Rider Friendly Business Association®
Members.

12. What is Belt Drive Betty Media®?
Belt Drive Betty Media® is a multi media company that offers one of the best loved
and used web sites about Canadian Motorcycling.
It is the publisher of a weekly national newspaper for motorcyclists, the best & most
comprehensive event calendars on Canadian Motorcycle Events along with a whole
host of rider support tools including Belt Drive Betty’s Little Black Book©, a Yellow
Pages® style directory featuring:
• Rider Friendly Business Association® Members
• Canadian Riders Support Network Members
• Ride maps and key event information.
We are a company that is comprised of riders from all backgrounds and have been
working within the motorcycle community since 2003 delivering event & motorcycle
community news coverage.

13. How we can help
Belt Drive Betty Media ® offers you marketing
vehicles that allow you exposure across many
mediums including:
• Web site exposure
• Email Marketing
• A Weekly Community Newspaper
• A Motorcycle Events Calendar & App
• A Rider Friendly Business Association® Phone book that is online,
mobile and in print and offers the rider a compact and informative way to
discover the communities and regions they find themselves in.

14. How we can help
• We help you to utilize our extensive Facebook & Twitter presence
• We have a data base of over 500 active riding clubs and their web sites
• We can offer trade show and or rally exposure depending on your region’s and or
events unique needs.
• We can offer you exposure in other publications and medias – Belt Drive Betty AKA
Renee Charbonneau writes for a number of publications beside her own!
• We can assist you in many facets of your promotions and can tailor make
campaigns to suit your needs quickly and efficiently.
From Ride Maps to Apps, article writing to press release distribution as well as
handing your information out at tradeshows and motorcycle events, we can assist you
in marketing your region and events to the motorcycle enthusiast.