The 4th edition of the “Traveling by Bicycle 2024” Report, produced by ISNART and Legambiente in collaboration with Bikenomist, was presented on Friday, April 5, at the Cycle Tourism Forum within the Bologna Cycle Tourism Show.
In a tourism landscape increasingly defined by a demand for experiences with strong emotional resonance, bicycle tourism has emerged as one of the fastest-growing segments within the broader context of active and outdoor tourism.
What began as an emerging trend in 2019 has now become a prominent part of Italy’s tourism offerings. This growth reflects a virtuous cycle between an increasingly discerning audience—marked by diverse interests and medium-to-high spending power—and a supply of specialized services. Bicycle tourism has become a flagship offering in the experiential and emotional tourism sector.
Cycle tourists generated 56.8 million visits in 2023
This positive trajectory, with the typical fluctuations of a consolidating trend, has been evident over recent years. The Observatory on the Economy of Tourism of the Chambers of Commerce estimates over 56 million bicycle tourism visits in 2023, representing 6.7% of all tourist visits recorded in Italy.
What’s notable is not only the recovery of pre-pandemic levels—a trend seen across many tourism sectors—but also a 4% growth compared to the 54 million visits recorded in 2019, a benchmark year that marked the peak of Italian tourism over the past decade.
Direct economic impact is more than 5.5 billion euros
It comes as no surprise that bicycle tourism now represents a significant component of Italy’s tourism economy. The direct economic impact was estimated at more than €5.5 billion in 2023, reflecting a 35% increase compared to 2022 and a 19% rise from 2019’s €4.6 billion.
The average bicycle tourist spends €95 per day on goods and services, with foreign visitors averaging €104.5 per day. These figures are particularly striking when compared to the €59.6 average daily spending of general tourists in Italy.
The profile of the bicycle tourist
According to the Observatory on the Economy of Tourism, the 2023 summer bicycle tourist in Italy is primarily a Millennial (47%, +10 percentage points compared to 2022), with a medium-to-high education level and employment (86%, +7.5 percentage points compared to general tourists). This makes them an economically attractive target for destinations, with 52% reporting a medium income and 24% a medium-high income.
Most bicycle tourists travel with company, whether with their partner (41%), family (26.7%), or friends (17%).
The bicycle serves as a “bridge” between diverse tourist interests and motivations, including visits to artistic and historical sites (37%), exploration of natural areas (36.4%), food and wine experiences (24%), and activities focused on well-being (8%).
The role of the web and communities
Six out of ten bicycle tourists rely on the web to gather information and plan their cycling vacations, underscoring their active and informed approach. They meticulously plan logistics, accommodations, and equipment in advance to manage the unique challenges of this type of travel.
Notably, 22% of foreign bicycle tourists are repeat visitors, drawn back by positive experiences. This highlights their loyalty and retention potential, a factor worth leveraging for further growth.
Bicycle tourists are also more inclined to leave online reviews (6 out of 10), sharing route tips and technical advice with their community. This sense of camaraderie fosters a strong feeling of belonging.
The “gentle but messy” revolution of national cycle tourism
One in three tourists chooses a specific cycling route based on its maintenance, emphasizing the importance of proper planning and upkeep of cycling infrastructure. About 26.2% prefer routes surrounded by captivating natural scenery, reflecting a focus on sustainability and nature, while 22.4% are drawn to destinations featuring new cycle paths, highlighting the appeal of infrastructure investments.
Regarding bike types, 49% prefer mountain bikes (MTB), 24% opt for road bikes, 15.4% choose city or trekking bikes, and 12% use e-bikes, which expand the cycling market by attracting users who are not necessarily active cyclists.
Commitment to developing cycle tourism
Pinar Pinzuti, Director of the Cycle Tourism Show and council member of EuroVelo
“We are delighted to renew our collaboration with ISNART and Legambiente, having contributed to the drafting of the Traveling by Bicycle 2024 Report and hosting its presentation for the second year at the Bologna Cycle Tourism Show. The growth of bicycle tourism in Italy is certainly encouraging. As Bikenomist, we are committed to training and networking with sector operators to create increasingly appealing tourism products that enhance even the most remote areas of our country,” said Pinar Pinzuti, Director of the Cycle Tourism Show and council member of EuroVelo.
