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Welcome to Yorkshire aims to boost domestic cycle tourism as COVID-19 puts brakes on foreign visitorsSutton Bank (picture credit Welcome to Yorkshire)

Welcome to Yorkshire aims to boost domestic cycle tourism as COVID-19 puts brakes on foreign visitors

Second wave of Cycle England funding also sees Cumbria and Northumberland join in initiative initially aimed at attracting Dutch and German visitors
by Simon_MacMichael
Mon, Nov 09, 2020 13:53
9

Welcome to Yorkshire is hoping to boost the number of cycle tourists visiting the region from other parts of the UK next year after the tourism and business investment agency secured a second round of funding from VisitEngland for its Cycle England project.

The initiative was originally launched in 2018 in partnership with Visit Lincolnshire to target Dutch and German holidaymakers in particular, with 21 holiday products initially made available through 12 international tour operators.

The COVID-19 pandemic, and its ongoing impact on foreign tourism have unsurprisingly led to a rethink of the project, which will now see the launch of a digital marketing campaign aimed at cyclists in the UK, as well as improvements to the Cycle England website.

Cumbria Tourism and Visit Northumberland have also now signed up to the initiative as the second wave of funding comes on stream.

James Mason, chief executive of Welcome to Yorkshire, commented: “The Cycle England project has got off to a great start and this VisitEngland funding will allow it to go from strength to strength.

“The world has changed a lot since the start of the year and that’s why we’ve been adaptable with our Cycle England offer, switching focus to the domestic market for the immediate future to entice cyclists from other parts of the country to give our world-class roads and trails a go, when we do eventually emerge from this hugely challenging period.

“Obviously, we want foreign cycling tourists to keep Yorkshire on their bucket lists as well, and this funding will allow us to develop a product which makes it easier than ever to plan, tailor and book cycling holidays here, no matter where our visitors are from.”

Andrew Stokes, director of VisitEngland, said: “This funding will help keep England's tourism products and experiences front-of-mind for domestic and international travellers and support local businesses who have been working so hard to welcome visitors back safely, adapting and innovating to meet new ways of working and still providing a great visitor experience.

“Now in its fifth year the Discover England Fund is all about embedding our fantastic tourism products and reaching new audiences to drive future visitor growth and boost local economies."

Under its former head, Sir Gary Verity, Welcome to Yorkshire attracted the two biggest events in road cycling to the region – in 2014, the Grand Départ of the Tour de France, and last year’s UCI Road Cycling World Championships.

Since 2015, it has also hosted the Tour de Yorkshire, now spanning four days and organised in partnership with Tour de France organisers ASO and British Cycling. This year’s event was cancelled due to the coronavirus crisis.

Welcome to Yorkshire
Cycle England
Simon MacMichael

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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9 comments

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a_to_the_j | 4 years ago
0 likes

just to echo the above statements, 

real investment is needed , not only in the quality of roads but the infrastructure for cyclists too, in order to feel safe , especially in the countryside on fast A and B roads , of which i have cycled many and feared for my life on more than one occasion - especially the summer months - being close-passed by a motorhome where i could have turned on the kettle in its kitchen as it passed.

Unfortunatley, it feels to me, despite these major cycling events, this doesnt bring in any real money for cycling in that region and real change has yet to occur apart from a few commuter cycle white paint lines in cities , to tick box the councils "cycling" investment.

 

Avatar
wtjs | 4 years ago
1 like

North Lancashire roads are now cart tracks with poor surfaces in most places. You need a fat tyre gravel bike! Mostly quiet roads, but the hazards are the same: tractor man, white van man, Chelsea Tractor woman, Teutonic Panzer Man etc. Close passing at speed is endemic because of the Lancasdhire Police attitude that the offence does not exist.

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OnYerBike | 4 years ago
2 likes

I went on holiday to the North York Moors a couple of months ago, and I took my bike. Lots of potential for cycling, but on the occassions I strayed briefly onto a "main" road (single carriageway A roads), I found the standard of driving to be abysmal - far more close passes and deliberate aggression (beeping horns, shouting obscenities out the window) than I have experienced in any other part of the country. 

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KalerDev | 4 years ago
1 like

There are so many disused railways that with a minimum of care could become cyclists dream routes ... just need the will from politicians 

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HarrogateSpa replied to KalerDev | 4 years ago
0 likes

Yes - I had a proper look at the old railways around Harrogate recently. There's loads of potential for family-friendly routes.

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iandusud replied to HarrogateSpa | 4 years ago
0 likes

HarrogateSpa wrote:

Yes - I had a proper look at the old railways around Harrogate recently. There's loads of potential for family-friendly routes.

I believe the Harrogate to Ripley Greenway is going to be extended to Pately Bridge following the old railway line. I regularly criscross the the old Harrogate to Ripon line which would be another great cycle route.

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0-0 | 4 years ago
3 likes

Calderdale Council are a bunch of useless c.u.n.t.s.
The roads are a fucking disgrace.
Any pot hole they can be bothered to fix, is instantly turned into a pot hill, because they just slop on the tarmac.

The only chance we have of getting the road fixed/resurfaced is if there's a bike race on every main road in the area.

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VIPcyclist | 4 years ago
4 likes

"give our world-class roads and trails a go". I cycle in Yorkshire, that's where I live, and there are no "world-class roads" anywhere near me. World class potholes, close-passes, and scenery definitely.

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HarrogateSpa replied to VIPcyclist | 4 years ago
2 likes

I agree. You can do nice rides, but you have to be careful in planning the route & the time of day when you go, to avoid unpleasant experiences with traffic. It can be great in spite of the total lack of thought and provision by local authorities.

Of course it's Welcome to Yorkshire's job to promote the county as a tourist destination, but it would be great if those in authority locally would do the hard work of sorting out the infra, instead of just letting people fend for themselves.

One example while I'm on one. There's a tarmacked bridleway between Roecliffe and Copgrove, near Boroughbridge. It's exactly the sort of route we should be providing for cycle tourism, but the surface is ruined, and you know exactly the reaction you'd get from North Yorks CC if you asked them to resurface it. 'Not a priority'. 'Urbanising the countryside'. Whatever crap they can think of.

Then you'd ask Welcome to Yorkshire to lend support to the idea, and they'd say 'oh we don't get involved in politics'.

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