Why have greenways become a decisive criterion in choosing a holiday destination?

Long associated with cycle touring, greenways and safe cycle routes have undergone a profound change in status. They are no longer simply transit infrastructures for cyclists: they have become a major lever for tourist appeal capable of influencing the choice of a destination, particularly for guests staying in the country.

Families, couples, seniors, or holidaymakers seeking nature: they all share the same expectation today. They want to be able to enjoy simple, accessible, safe activities that can be easily integrated into their holiday routine.

In this context, the green route ticks all the boxes.

High expectations regarding safety and leisure

Safety is the primary driver of the sport's development.study by the Directorate General for Enterprises emphasizes that safe cycling infrastructure is essential to encourage cycling, particularly among occasional users.

Without dedicated facilities, the practice remains marginal. Conversely, as soon as continuous, clear and safe greenways exist, they attract a much wider public and meet this need.

This reality is particularly marked among customers on holiday: families, seniors or less experienced holidaymakers are primarily looking for a simple, reassuring activity that can be easily integrated into their holiday program.

The greenway: a "plug and play" activity during your stay

Contrary to popular belief, greenways are not used solely for occasional outings. They often become a structuring element of the stay.

The attendance studies conducted by the cycling and walking network show that a majority of users of cycle routes and greenways are on tourist stays and not on itinerant trips, with repeated outings over several days.

Cycling then becomes fully integrated into the holiday experience. It is no longer a supplementary activity, but a true guiding thread of the stay.

From a marketing perspective, the strength of greenways is simple: they are immediately activatable.

No need:

• complex preparation
• high sporting level
• specific equipment

A vacationer can:

• rent a bike
• depart directly from your accommodation
• go on an outing of 1 hour, 2 hours or a full day

This simplicity is crucial.

It perfectly meets the expectations of guests staying in the area:

• flexible activities
• without logistical constraints
• adaptable to the weather, the energy of the moment, and children

This is a very different logic from roaming.

We are talking about a usage repeated, spontaneous, integrated into the stay.

A central activity for families

If there is one segment where the greenway becomes decisive, it is that of families.

Why? Because it perfectly meets their requirements:

1. Child safety

The absence of motorized traffic allows children to ride safely, often with partial autonomy.

2. Simplicity of organization

No need for a car, no logistical stress, no heavy preparation.

3. An intergenerational activity

Parents, children, and grandparents can share the same experience.

4. A flexible activity

We adjust the distance, the duration, the pace.

In a context where families are looking for accessible and safe activities, this makes it a decisive factor in choosing a destination.

An increasingly important criterion in choosing a destination

Tourists' expectations are evolving towards more active, sustainable, and nature-oriented experiences. In this context, cycling is emerging as a key activity.

The presence of a greenway acts as a strong signal. It conveys the image of a A family-friendly, safe destination focused on quality of life..

For many vacationers, it becomes a selection criteria on the same level as the natural setting or the accommodation options.

From wandering to a “starry stay”

The real strategic shift is here.

The dominant model is no longer solely that of the touring bicycle trip, but that of the star-shaped stay :

• fixed accommodation
• day activities
• a territory explored gradually

Greenways fit perfectly into this model.

They allow:

• to radiate easily
• to structure the outputs
• to give rhythm to the stay

In practice, they become a backbone of experience.

A vacationer doesn't go "a bike ride", he goes several outings, at different times during his stay.

An infrastructure that structures the tourist experience

This is where the greenway changes status. It becomes a backbone of experience.

A vacationer doesn't go "a bike ride", he goes several outings, at different times during his stay.

The greenway is no longer just:

• an equipment
• an additional service

It becomes:

• un tourism product
• un central theme of the stay
• un attractiveness marker

To embrace this new reality in the service of customer experience and attractiveness

A greenway only creates value if it is activated, narrated and exploited in the customer experience.

For both local areas and tourism professionals, the challenge is to fully embrace this evolution:

• by integrating cycling into the attractiveness strategy
• by adapting the offers (accommodation, services, experiences)
• by designing stays around usage patterns, and not just equipment
• by actively promoting the proximity of greenways in communication strategies, particularly for accommodation providers

This implies, in particular, to make the greenway a fully-fledged selling point : prominent placement on the website, in rental advertisements, in visuals, and in sales pitches.