Developing greenways for tourism: an essential strategic lever for territories

Shifting gears to make the most of the public euro invested

For several years, local authorities have been working to develop greenways and cycle routes. These infrastructures, symbols of sustainable mobility and quality of life, have transformed our regions. But investment alone is no longer enough to generate new and lasting appeal. A long-term vision, coupled with effective tourism and communication strategies, are now essential levers for making the public investment profitable.

Greenways, a universal use

The development of greenways responds to deep social aspirations: to slow down, reconnect with nature, and adopt more environmentally friendly lifestyles. Their success also depends on their universal useThese facilities are designed to cater to a diverse range of audiences:

• The locals use them for family outings or everyday travel.
• Tourists seeking holidays that combine exploration and sustainable mobility.
• Athletes appreciate their safety and continuity for training.

Greenways have become true territorial markers, associated with an image of ecological modernity and intergenerational convivialityHowever, while these facilities already generate environmental, social and economic benefits, their potential remains under-exploited in terms of tourism.

Tourism development: an essential strategic lever

Investing in cycling infrastructure often represents significant costs, ranging from €100,000 to €200,000 per linear kilometeror even more. But to maximize their impact, it's not enough to build: you have to make these infrastructures desirableThis requires a genuine tourism development strategy, structured around three main areas:

1. Telling a story about the routes

Each greenway is a living showcase of its region, embodying its unique characteristics and treasures. To maximize its reach, the Content marketing It becomes a key tool: telling the unique story of the route, showcasing its iconic landscapes, and weaving a narrative around its natural, cultural, or gastronomic heritage. A greenway is more than just its route: it becomes an immersive experience when accompanied by a multi-platform mediation strategy designed to reveal the richness of its environment and engage visitors. Routes can be enhanced with a variety of tools—audio guides, interactive panels, mobile applications, or local events—to offer an authentic and memorable experience.

2. Develop complementary services

To attract tourists, it is essential to offer suitable services:

• Labeled accommodation Accueil Vélo (Cyclists welcome)offering specific equipment (secure shelters, charging stations for e-bikes).
• Combined activities, such as bike rides coupled with guided tours or craft workshops.
• Bike rental and repair points are easily accessible.

3. Communicate effectively

Communication is often the neglected aspect of infrastructure projects. Yet, a well-thought-out strategy can make all the difference:

• Invest in targeted digital campaignshighlighting the advantages of the greenway.
• Collaborating with tourist offices and local stakeholders to create engaging content (videos, photos, stories of experiences).
• Being present on specialized platforms or roaming sites.

What are the economic benefits for local communities?

The benefits of a tourism development strategy are not limited to attractiveness. They also translate into concrete economic impacts:

• Increase in tourist stays : Cycle routes promote touring and encourage visitors to extend their stay.
• On-site expenses Cyclists spend on average 68 € per day, with a significant portion dedicated to accommodation and catering.
• Strengthening the local economy : Businesses, artisans and service providers directly benefit from this dynamic.

To remember

The importance of a long-term vision

For these cycling infrastructures to continue to bear fruit, elected officials must adopt a long-term vision. This implies:

• To maintain and improve existing equipment, to guarantee their safety and attractiveness.
• To integrate greenways into a comprehensive territorial strategy, by connecting them to major tourist hubs and other forms of sustainable transport.
• To follow the trends : The expectations of cycle tourists are evolving rapidly, particularly with the rise of e-bikes and the search for tailor-made experiences.

Moving from investment to valuation

Greenways and cycle routes are not just mobility infrastructure. They are powerful tools for transforming territories, enhancing their attractiveness, and meeting contemporary aspirations. But to fully exploit their potential, it is essential not to stop at investment alone.

Elected officials and local authorities who have the courage and ambition to invest in tourism development and communication will be the winners. Because beyond construction, the key to success lies in promotion. Together, let's continue to make greenways symbols of quality of life and drivers of sustainable development.

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Together, let's give your territories a new boost!