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Eric Nijland, director Netherlands Cycling Platform Cycle tourism in the Netherlands Edinburgh, 13th November 2012 – Cycling Scotland Conference

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  • 1. Cycle tourism in the NetherlandsEric Nijland, director Netherlands Cycling PlatformEdinburgh, 13th November 2012 Cycling Scotland Conference

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) Whats in it for Scotland Cycle tourism in the Netherlands Eric Nijland, director Netherlands Cycling Platform 3. Cycle tourism in the Netherlands moving onNetherlands Cycling Platform (Fietsplatform) 3 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. 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. 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. Organisation (1) Public-private partnership, foundation Board: important organisations involved with cycling and tourism:the 12 Dutch provincesDutch touring Dutch cyclists Dutch cyclists Dutch cyclingclubunion touring union industry(sport cycling) & huge numbers of partners/partnerships:7 8. Organisation (2)Small staff (8 employees), lot of volunteers (150)Budget: 2/3 public funding (provinces), 1/3 own resources8 9. Cycle tourism in the Netherlands 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. Cycle tourism in the Netherlands> facts & figuresRecreational use of the bicycle in NLPopular because:given created Attractive landscape (flat!)X?? Lot of good infrastructureXX Good signposting X Nice cycle routes/networks X Good accommodation and service X Further product developmentX Lot of information and promotion X some postcards to illustrate >>>> 12. Attractive landscapeattractive cities, huge variety12 13. Many quiet roadsdikes, farmer roads; attractive for cycling! 13 14. Many cycle paths (fietspaden)if necessary: in case of safety, comfort or missing links14 15. Specific infrastructurebridges, tunnels and ferries 15 16. Signposting for cyclists(red or green: destination or touristic routes)16 17. Cycle routes/networks(= selection existing possibilities) 18. Accommodation & service(addresses to stop for food, drink, overnight stay)18 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 labels19 20. Service(re)charging e-bikes, rental, repair, transport20 21. Further product developmentroute planners, Gps tours, packages21 22. Information & promotionInternet, folders, VVV, ANWB 22 23. Cycle tourism in the Netherlands routes/ route networks 24. 3 types of routes/ route networks:National network Regional networks Thematic round tours 24 25. National network (LF-routes) Heerenveen25 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. National network (LF-routes) neighbouring countries/ international routes 27 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. 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. Regional networks (junction networks)Heerenveen30 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 promotion30.000 km route;7.500 junctions31 32. Thematic round tours 1st target group: also daytrips Solitary, short thematic routes 250 signposted Lot of publications32 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, flexible33 34. National network and regional networks together:Ideal basis for route planner! 34 35. Cycle tourism in the Netherlands marketing/promotion 36. Holland promotionVisit Holland(also because of the possibilities to discover Holland by bike)Regional promotionPromotion 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 38. Cycling Holland 39. Website nederlandfietsland.nl (= portal cycle tourism holland) 40. Cycle tourism in the Netherlands success factors (and threats) 41. Success factor 1: investing in quality (landscape/paths/routes) 42. Threat in NL: barriers!Connection city natureAccess rural area under pressureThreat in NL: maintenance 43. long tradition in NL is not always a benefit! 43 44. National network and regional networks together: Strong basis for promotion: complete, uniform, flexiblebut ... 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. Quality management 120 contractpartners maintenance signing 50 regions, 3.500 km administrative borders45 46. Quality management core business FietsplatformNetwork 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. Quality management core business Fietsplatform Instrument: national route databank (GIS) 47 48. Quality management core business FietsplatformApplication: alert system signposting48 49. Quality management core business Fietsplatform Principle:Cyclists report a problem,alert system leads itautomatically to the rightauthorityAlert system route networksPredefined response boxesNational & regional routesOnline and mobile (app)Own website/ free widgets 49 50. Success factor 2: investing in quality (accommodation & service) 51. Success factor 3: investing in good information/ promotion + market research (defining target groups) 51 52. Threat in NL: too much information, individual approach52 53. Promoting checklist for successoutdoor recreation/ cycletourism marketing/ informationfurther product developmentaccommodation and service qualityqualityroutes/networksaccess (infrastructure) basis: attractive landscape 54. Success factor 4: investing in cooperationCooperation: 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. Whats in it for Scotland:Scotland is a strong brand; CyclingScotland tooLandscape is an opportunity, not athreat (see Switzerland!)Success factor: work together (1+1=3)(see the Netherlands, see Switzerland)Focus on development Scottish networkof routes and service. Focus onsustainable quality (not quantity) alsoeasier to promote!Focus on clever marketing: define yourtarget groups, present solid info, bothon Scottish level as on regional level55 56. 56