Tourism chiefs target cyclists in attempt to boost rural economy

Now tourism chiefs are planning to unlock the economic potential of the serene Yorkshire Wolds by making it a haven for cyclists.

A 100-mile circular cycle route will be launched in spring with the aim of boosting visitor numbers through sustainable tourism.

It will be the finale phase of a three-stage programme to put cycling at the heart of the region’s tourism trade, following the launch of nine short “day” routes in the Wolds last year, and the East Riding’s contribution to the Way of the Roses cycle trail between Morecambe and Bridlington.

Andy Gray, the tourism manager at East Riding Council, who is based at tourism organisation Visit Hull and East Yorkshire (VHEY), said: “It’s about getting people to cycle as part of a visitor break and hopefully it’s going to pump money into the local tourism economy.

“One of the key things is the infrastructure is already there – what we are going to do is put up a few signs marking a circular Yorkshire Wolds cycle route that joins these market towns up.

“The aim is to appeal to casual cyclists, local people and the serious cyclist who enjoys a challenge. We are now looking to work with local businesses, whether they are pubs, cafes, attractions or hotels, to open these businesses up to the cyclists.”

The route will incorporate the nine short trails based around Sledmere, Hunmanby, Bridlington, Driffield, Pocklington, Market Weighton, Beverley, Filey and one in North Yorkshire.

The route has been road-tested by cycling consultant Rupert Douglas, who has recommended just one safety improvement at Burton Agnes. Interest in the existing shorter routes suggests there is a huge market for cycling in the area.

All 20,000 leaflets advertising Big Skies Bike Rides – the shorter routes – have been picked up from tourist information centres and other outlets.

Mr Gray said: “It’s brilliant. There’s been a really good take-up, a really good response, and we haven’t really done any serious marketing for cycle tourism yet. When we have finalised the details we will have a launch and go out and have a bit of a push.”

The three-phase programme will cost about £200,000. Funding is coming from a range of sources, including the national sustainable transport charity, Sustrans, local authorities and the rural Leader programme, while VHEY’s contribution has been about £20,000. The scheme’s impact on tourism will be closely evaluated.

Mr Gray said: “We will be monitoring the impact of this over the next year and monitoring the increase in use of people cycling these routes. We want to know what the level of return is for our investment.”

A report to the council’s greater prosperity overview and scrutiny committee next week shows the Way of the Roses route has brought more cyclists to Bridlington, something the authority is keen to encourage.

It said: “The route has already increased cycling activity in the resort, connecting on North Promenade with the Headland Way coastal route between Carnaby, South Cliff and the seafront up to Sewerby.

“Future marketing activity will seek to promote ‘Park and Bike’ as a way of moving between visitor attractions situated along the seafront, Flamborough Head and the surrounding area.”

The report adds: “All of these cycle routes will be promoted by VHEY as part of a dedicated East Riding countryside campaign in 2011.

“The investment in developing cycle tourism in the East Riding will be evaluated by VHEY in 2011 to measure the impact of the new routes on visitor spend and how local residents are using them as well.”

In 2008, it was estimated that tourism contributed £347m to the East Riding economy, helping to support 8,179 jobs.