Over the past decade, I’ve closely followed the evolution of cycling tourism, but a recent discussion in Brussels provided new insights. The promotion manager of VisitFlanders shared a striking statistic: among the international cyclists in Flanders, Italians are notably present. This piqued my curiosity: why do Italians choose to cycle in Flanders?
A Strategic Approach to Cycling Tourism
In Flanders, tourism isn’t viewed as an isolated goal but as a comprehensive strategy. Infrastructure, services, and investments are meticulously designed to generate value for all stakeholders: visitors, residents, and entrepreneurs. Cycling tourism is integral to this structural vision, not a one-off project.
Each year, €280,000 is allocated to promote cycling tourism, with €165,000 dedicated to developing cycling products. An additional €6–8 million is invested in infrastructure for pedestrians and cyclists, managed by the regional technical office. A dedicated team of four works full-time on the cycling segment, and since the appointment of a coordinator for the provinces, the quality of offerings has significantly improved. The key to this success is continuity.
Tailored Cycling Experiences
Flanders has identified three primary categories of cyclists:
- Leisure Cyclists: Those exploring the region without competitive intentions.
- Cycling Tourists: Travelers on multi-day journeys, often with overnight stays.
- Sport Cyclists: Individuals seeking challenges to test their abilities.
For each group, specific products have been developed:
- Flanders’ Finest Cycle Routes: 27 thematic routes ranging from 30 to 60 km, offering comprehensive experiences with bike-sharing options, rentals, and easily accessible informational content.
- Iconic Cycle Routes: Nine multi-day routes, marked in both directions and connected to the EuroVelo network, primarily designed for international visitors.
- Flandrien Challenge: An itinerary celebrating the tradition and grit of Flemish cycling, tailored for more experienced cyclists.
In just four years, the team has developed maps, multilingual websites, and a unified platform where all information for trip planning is available. Elements of gamification, such as “collecting icons” along the routes, have been introduced to engage cyclists and gather data on network usage.
Comprehensive Hospitality
The commitment extends beyond routes to hospitality. Webinars for accommodation providers, guidelines for short stays, first aid kits, repair tools, and secure bike storage contribute to creating a complete ecosystem.
Understanding the Appeal to Italians
In 2023, over 20,000 cyclists were interviewed: 60% were local, and 40% were international. Among the international cyclists, Italians ranked among the top. On average, they covered 400 km, with 47% staying at least four nights. The Flanders Route emerged as the most popular.
These insights have led to new developments: expanding accommodation options, improving campsites and services for campers, and prioritizing slow tourism as a strategic focus. Special attention is also given to sport cyclists, the so-called “MAMILs” (Middle-Aged Men in Lycra) and “WILMAs” (Women in Lycra), aiming to distribute visitors throughout the year.
Emphasis on Accessibility
Finally, Flanders focuses on accessibility: the Kempen Route, a 100 km fully accessible path, is a concrete example of inclusivity for all types of cyclists.
The Role of Political Will
When asked why Flanders and not many other destinations, the answer was clear: political will. Cycling remains a constant priority on the political agenda, regardless of the administration. It’s not a temporary project but a stable direction.
Perhaps this is why more and more Italians choose to cycle in Flanders: not only for the myth of the classics and the cobblestones but because here they find a system that works. And when a system works, the cycling tourist understands it. And returns.
Inspiration for Your Next Vacation
The next edition of the Cycling Tourism Fair will feature a conference on ‘Designing Cycle Paths and Attracting Cyclists.’ The program on Friday, March 27, includes interventions from industry professionals who will share experiences and best practices. All information about the program is available here.