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Edinburgh to chase £60 milion cycling tourism market

Scottish capital missing out on booming market, says council report

Edinburgh is losing out on as much as £60 million a year in cycling tourism according to a report from its city council which urges that an action plan be drawn up to boost its profile as a destination.

The Scottish capital is pushing cycling both as a mode of transport through the development of cycle paths and as a sport, last year hosting a round of the Pearl Izumi Tour Series.

In the longer term, it aims to stage the Grand Départ of the Tour de France, having missed out to Yorkshire last year.

According to the council’s report, the city will initially aim to attract tourists through online videos showcasing some of its leisure cycling routes, reports The Herald.

It is also considering setting up ‘hubs’ to make it easier for visitors to explore the city by bike, with cycle hire and other bike-related businesses involved in drawing up the plan.

In the report, the council’s director of economic development, Greg Ward, noted that while mountain biking locations were promoted close to the city, “a report into the value of cycle tourism produced by Transform Scotland suggests a large captive market is being missed with regards to leisure cycling.

"Comparisons were made with Dublin, Berlin and Amsterdam - all capital cities where tourism has traditionally been based on culture and heritage but whom are now committing to a focus on cycling tourism.

"Despite the growth of this market and increasing popularity for mountain biking in the area, Edinburgh is not yet considered by visitors to be a leisure cycling destination.

"There are currently no cycling promotional campaigns directed expressly at visitors and there is little information readily available specifically targeting and encouraging tourists to make spontaneous decisions to use leisure cycling as a way to explore.

He added: “The Action Plan will concentrate on leisure cycling specifically and is initially focused on maximising awareness of the existing network of cycle paths and promoting areas safe and fun to explore which will complement the ongoing improvements to cycling infrastructure throughout the city."

But with a number of cyclists had been injured due to coming off their bikes due to the tracks of the city’s tram line, or crashing as a result of potholes, a Green Party politician said the council should fix the city’s roads before trying to encourage visitors to take to bikes there.

The party’s transport spokesman, Nigel Bagshaw, said: "This cannot be done in isolation with existing cycle paths and old railway routes.

“The roads would have to be made safe for cyclists and we are going to have to a lot more before promoting existing routes will work."

As the Herald points out, however, Edinburgh does have two ready-made ambassadors for cycling should it need them.

Those are native son Sir Chris Hoy, the most successful British Olympian of all time, and Danny MacAskill, who was propelled to fame in a video shot in the city that has now had more than 36 million views on YouTube.

Simon joined road.cc as news editor in 2009 and is now the site’s community editor, acting as a link between the team producing the content and our readers. A law and languages graduate, published translator and former retail analyst, he has reported on issues as diverse as cycling-related court cases, anti-doping investigations, the latest developments in the bike industry and the sport’s biggest races. Now back in London full-time after 15 years living in Oxford and Cambridge, he loves cycling along the Thames but misses having his former riding buddy, Elodie the miniature schnauzer, in the basket in front of him.

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13 comments

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harrybav | 9 years ago
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If they were serious, they would not be in the process of removing off-peak bus lanes.

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PonteD | 9 years ago
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So only a month or so after PlanetX announce they are having to shut their Edinburgh store, the council announces it wants to encourage cycling in the city. It seems to me like a good place to start would be to help (bicycle) stores remain open on the high street. Well done Edinburgh  41

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OldRidgeback | 9 years ago
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I wouldn't say the cycle tracks are disconnected. It's just that they only cover part of the city. They're fine if you're in the north of the city and want to go from west to east.

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joebee9870 | 9 years ago
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Politicians don't ride bikes.

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Kim replied to joebee9870 | 9 years ago
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joebee9870 wrote:

Politicians don't ride bikes.

Really? All of them? Come to Pedal on Parliament and find out...  3

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a_to_the_j | 9 years ago
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as always Councils see the Tourist $$$ before even thinking about spending money, rather than the local residents its supposed to be "representing" and spending the money anyway to make local cyclists safer and local cycling more appealing.

when i see the headline
"Local Council see's £60million in potential savings on road maintenance and Health Care / pollution/ obesity/heart/ diabetes problems by installing proper cycle lanes and facilities" i'll eat my cycle helmet.

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Kim | 9 years ago
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As someone who have being trying to tell the City of Edinburgh Council about this stuff for year, I am worried that they don't really get it.

Councillor Bagshaw is spot on with his comments, but sadly has little influence on the Labour/SNP coalition that is currently in power. Trying to market a few disconnected cycle paths will simply make Edinburgh a laughing stock. Compared with cycle infrastructure that most tourist from Europe (the Americans and Chinese are unlikely to be the target market) have at home, Edinburgh is 20 years behind.

If Greg Ward is serious, then he should to giving proper funding to existing, community based projects like the Edinburgh Festival of Cycling, which is already recognised as one of the UK’s best cycling festivals, even though it is run on a shoe string by volunteers.

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dafyddp | 9 years ago
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In France, every town it seems will have a tourism information office and can either point you to a local cycle hire shop or have half a dozen basic bikes available directly. By all means encourage tourists to use bikes around Edinburgh, but Scotland (and the rest of the UK), needs to think about a broader picture with bikes readily available in smaller towns and villages to explore the existing (free) network of country lanes, canal towpaths and bridleways. The investment is negligible - half a dozen unisex bikes from Decathlon would fit the bill, so even factoring in theft, maintenance you're only looking at £1500 a year!

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WolfieSmith | 9 years ago
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'milion' ? Are the Scots too tight to use both 'L's now?

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Flying Scot | 9 years ago
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There are quite literally a thousand better places to visit to ride in Scotland than greater Edinburgh.

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Das | 9 years ago
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Surprised I am not! The roads are a frikin disgrace.
Lets not even mention the trams, and drivers in Edinburgh look at cyclist in the same regard as most people treat Peadophiles. Go eaat of Edinburgh and fellow cyclists are the most ignorant people you will have the misfortune to meet.

And Breath............

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AJ101 | 9 years ago
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I'd hope that the local cycling bodies that know how to direct investment intelligently will get involved. I think it's great that local authorities have even got cycling on the table right now. Better to promote for what may seem like the wrong reasons rather than not promote at all.

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crikey | 9 years ago
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Wonderful.
People with no idea about cycling, and even less about public transport, aiming to make money by 'promoting' the same.

Jumping on bandwagons while wearing kilts may well result in the exposure of ones bollocks....

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