Cyprus seeks slice of multi-billion cycling market with targeted outreach

Cyprus has intensified efforts to position itself as a cycling tourism destination after the Paphos regional tourism board (Etap Paphos) hosted 12 Polish cycling clubs who explored the island’s routes and signalled plans to return.

The initiative was organised by the board as part of its strategy to strengthen and promote sports tourism, with a particular focus on cycling as a means of extending the visitor season and enhancing the island’s international profile.

During their stay, the cyclists were given extensive exposure to the district’s cycling network, riding primarily in the countryside across the Laona region, Akamas, Polis Chrysochous, as well as the Diarizos and Xeros river areas.

“They experienced a variety of routes combining natural beauty, shifting landscapes and high quality surfaces, reinforcing Paphos as an ideal location for both training camps and leisure cycling tourism, particularly between November and May,” the board said in a statement.

“Paphos is ideal for training but also for recreational cycling tourism, especially during the period between November and May,” the board added.

The Polish cyclists made particular reference to the area’s gastronomic options, stating that they were “impressed by the local cuisine, traditional products and authenticity of flavours that complement the sporting experience”.

At the same time, the announcement continued, “exceptionally positive comments were made about the hospitality shown by tourism professionals and the local community, which warmly embraced the mission“.

“The participants expressed their intention to return to Paphos and to recommend the destination to other cycling clubs and athletes in Poland, recognising the region as an emerging and competitive cycling destination in Europe,” Etap said.

Moreover, the board stated that it “continues its steady outreach and targeted promotional actions, investing in sports tourism as a key pillar for the extension of the tourist season and the strengthening of Paphos as a modern, quality and sustainable destination“.

The visit reflects a wider European and global surge in cycling tourism growth, with industry data showing that demand is expanding both in volume and diversity.

According to the European Cyclists’ Federation, cycling tourism now generates more than €44 billion annually across Europe and supports thousands of small businesses, from rural guesthouses to bike rental shops.

Cycling tourism accounts for an estimated 2.3 billion trips across the European Union each year, ranging from multi day bikepacking adventures to leisurely riverside rides that extend far beyond urban commuting.

The market outlook remains strong, with findings from the State of the Cycling Tour Operators Industry 2024 report by EuroVelo and the European Cyclists’ Federation highlighting rising guest volumes and revenues.

Some 88 per cent of surveyed operators expected the same or higher guest volumes in 2024 compared with 2023, while 86 per cent anticipated the same or higher revenue.

Revenue growth has already surpassed pre pandemic levels for many operators, with 58 per cent reporting higher revenue in 2023 than in 2019, 12 per cent similar revenue and 20 per cent lower revenue than in 2019.

For 2024, 68 per cent expected higher revenue than in 2023, including 80 per cent of non European operators and 63 per cent of European operators.

Client numbers have also shown resilience, with 48 per cent serving more clients in 2023 than in 2019, while 24 per cent served fewer clients than before the pandemic.

Looking ahead, 66 per cent expected to serve more clients in 2024 than in 2023, while 22 per cent forecast similar volumes.

The figures underline the economic impact of cycling tourism, particularly as it spreads visitors beyond traditional hotspots and into rural or lesser visited regions.

Italy emerged as the most popular country destination among respondents at 15 per cent, followed by France at 11 per cent, Germany at 8 per cent, Austria at 7 per cent and Spain at 7 per cent, demonstrating the breadth of Europe’s cycling offer across 65 cited destinations.

Seven days is the median length of the most popular cycling tour in Europe, with a median price of €936, or approximately €133 per day, while the median daily price outside Europe reaches €214 compared with €128 per day within Europe.

The majority of European based operators, 64 per cent, reported that most of their clients opted for non guided tours, while outside Europe 78 per cent indicated a preference for guided experiences.

Standard to upscale accommodation dominates the segment, with 74 per cent of operators mainly using three star or higher hotels.

Cycling tours frequently integrate complementary experiences, with 83 per cent including visits to towns or villages, 68 per cent to natural sites, and 57 per cent to museums, castles or other heritage locations, alongside gastronomy visits and water related activities.

Moreover, the rapid penetration of e-bike adoption in Europe is reshaping itineraries and accessibility, with 64 per cent of operators reporting that at least a quarter of their clients use e-bikes.

In Europe, that figure rises to 72 per cent, while 33 per cent of all respondents said more than half of their clients use e-bikes.

Bicycle rental services are integral to the model, with 61 per cent stating that the majority of their customers rent bikes, and only 2 per cent reporting no rental demand.

Against this backdrop, Cyprus presents many of the structural elements required to capture a greater share of this expanding market.

The island offers perfect riding conditions and a myriad of designated routes across urban and rural landscapes, mountains and coastlines.

With a favourable Mediterranean climate, varied and challenging terrain and scenic backdrops, Cyprus has positioned itself as suitable for both leisurely and competitive cycling throughout the year.

Enthusiasts value the island’s rugged character, where surfaces can shift from rocky to clay and gradients from steep to flat within short distances, often within 10 kilometres.

Furthermore, unlike some destinations, the climate generally lacks strong headwinds, creating favourable conditions for exploration by bike.

Spring and autumn are the most popular months for cycling, coinciding with high calibre events designed for elite riders and experienced amateurs, while the remaining months are regarded as first rate for training camps and recreational riding.

In addition, the Cyprus Cycling Federation, a member of the Union Cycliste Internationale, organises or supports major events and competitions throughout the year, while local cycling groups across towns regularly welcome visitors on weekly rides.

New urban cycle path networks continue to be added and linked with designated regional routes, strengthening the island’s cycling infrastructure development.

Meanwhile, industry figures show that 29 per cent of cycling tour operators identify the United States as their main source market, followed by Germany at 16 per cent, the United Kingdom at 13 per cent, the Netherlands at 7 per cent and France at 5 per cent, offering Cyprus a broad pool of potential target markets.

European operators in particular cite seasonality as a concern at 46 per cent, suggesting that destinations capable of offering mild winter conditions could gain a competitive edge.

Cyprus’ ability to host riders between November and May, as highlighted during the Paphos visit, aligns with efforts to achieve tourism season extension beyond the peak summer months.

At the same time, operators globally identify accommodation availability and quality as a challenge, cited by 54 per cent of European respondents, underlining the importance of coordinated planning between cycling promoters and the hospitality sector.

With 198 regional destinations cited by operators worldwide and growing demand for diverse, sustainable travel experiences, the island’s blend of coastline, mountains, heritage and gastronomy places it within a competitive European landscape.

The experience of the Polish clubs in Paphos illustrates how targeted outreach can translate into repeat visits and word of mouth promotion, particularly within organised cycling communities.

As cycling tourism continues to generate billions in annual revenue across Europe and record rising participation, Cyprus’ strategic investment in routes, events and promotion suggests that the sector could become a more prominent pillar of the island’s tourism economy.