Cycle Tourism in Northumberland National Park and the development of Cycle Hubs

1. Cycle Tourism in Northumberland National Park and the development of Cycle Hubs By Duncan Wise NNPA Visitor Development Officer

2. This presentation will: • Present an overview of the current cycling offer in NNP • Identify current gaps in provision • Explain the development of the Cycle Hubs project • Highlight successes and lessons learnt • Describe legacy and next steps to take

3. The current cycling offer • 2 Long distance routes + 1 Byway • A number of local cycle routes • Some off-road routes • A range of cycle information • Some accredited accommodation • A few cycling holiday operators • Adhoc facilities and infrastructure • A small number of events

4. We support cycling because: • It is a very enjoyable activity (closer to nature, off the beaten track) • It is the most environmentally friendly form of mechanical transport (non-polluting and quiet) • It generates income to remote rural businesses and local communities (Long distant trails = £9.6 million to NE economy in 2006) • It is good for health and wellbeing, social inclusion and accessibility

5. Our cyclists tend to be: • Cycle tourists: Those who use their bike as the main mode of travel and build the visitor experience around it • Holiday cyclists: Those who come on holiday, and may cycle as part of their visitor experience • Day cycle trippers: Leisure cyclists from the local area • Sport cyclists: Keen “mile eaters” • Mountain bikers: Off-road “thrill seekers”

7. Economic value of cycle tourism • 52 million cycling day trips every year in the UK • 500,000 cycling holidays taken each year in the UK (Mintel 2009) • The cycle tourism market alone is worth £170 million a year (Mintel 2009) • Four NCN routes in the region deliver £9.6 million p.a. to the North East economy • “Cycling appears to be on a long-term upward growth curve” (Mintel 2009) • Cycle tourists are ‘trading up’ – no longer a budget holiday

8. Gaps in our current offer • Most of the routes are suited more to MAMILS and MAMIMs with limited appeal to the casual rider or to family groups • Many end-to-end route riders pass through the area without knowing what else there is in the vicinity • Many businesses are unaware of the needs and the potential income from cycle tourists– few businesses are accredited • Few enterprises cater for cycle tourists • Few businesses provide suitable facilities for cycle tourists • Few cycle events e.g. Family rides, etc • Less confident visitors to the countryside tend to favour destinations, offering a wide range of facilities and services

9. Purpose and role of Cycle Hubs • To improve the range of rides, services and facilities for cyclists in and around the market town, thereby increasing its reputation as a great base to explore the surrounding area • To offer a broad range of cycling experiences that will have a wider appeal to a more diverse audience • To spread the economic benefit from cycle tourism to other local attractions and destinations en route

11. The Northumberland Cycle Hubs project • A partnership of several regional and local organisations (NTL,HWH, NCC, NNPA,CTs) • Funding from Rural Development Programme for England (£100k) • Tie in with the Northumberland Market Towns Project: Wooler & Haltwhistle • An 18 month contract awarded to ICRT, Leeds Met University • Project Officer employed to deliver project between October 2009 – April 2011

12. Activities • Engagement– win ‘hearts & minds’ - cycle rides, presentations, events, etc. • Route identification – cycling experiences linking to local attractions and destinations en route and appeal to a more diverse audience • Visitor information – Map preparation, • web-based media, etc. • Way marking – design and installation • on all routes • Business development – sharing good practice/ case studies, advice and grants available, accreditation

13. Outputs & outcomes

14. Legacy “too early to say”: • Both towns have developed new local cycling events since • Around 450 leaflets sold (300 for Wooler, 150 for Haltwhistle) • Other market towns have developed concept e.g. Bellingham • Location, location, location – Wooler had a greater choice of routes for all abilities, than Haltwhistle. • The Cycle hub was good at harnessing market forces, partnership working and leadership – the latter critical to maintain momentum . However, was it too top-down? • Active participation within the community is essential for success, but is difficult to maintain - ‘business apathy’ • Lead organisations need to maintain contact and support to local communities , post ‘project’ - Difficult with budget cuts. Lessons:

15. Recommendations/Next Steps • NNPA and other agencies to maintain contact and support for local cycle working groups (advice, market research, grants, etc) • Share knowledge and enthusiasm - Business 2 Business websites/forums, etc. • Support development of cycling events, or add cycling activities to existing festivals • Countywide – Need to develop a single cycle tourism web portal to showcase all the cycle products in Northumberland, linked to accommodation and other services • Countywide - Need to market ‘Northumberland’ better – still an unknown quantity