GNTO President Angela Varela addressed the growing importance of cycling tourism during her speech at the 5th Bike Friendly Forum, held at the Philoxenia tourism exhibition.
5th Bike Forum: GNTO President Angela Varela highlights the rise of cycling tourism
GNTO President Angela Varela addressed the growing importance of cycling tourism during her speech at the 5th Bike Friendly Forum, held at the Philoxenia tourism exhibition.
In her remarks, Ms. Varela emphasized that cycling tourism is an emerging and increasingly significant segment, noting that nine municipalities and the regional unit of Pieria have already been certified with the Bike Friendly label. She highlighted that a key advantage of this initiative is the participation of hotels, which ensures that visitors staying in certified properties can move around using their preferred means of transport — the bicycle.
She also stressed that cycling tourism is a well-established and rapidly expanding global trend, whether through short guided rides or multi-day cycling routes.
The Global Rise of Cycling Tourism
Cycling tourism is a recognized and fast-growing worldwide trend, covering everything from leisure rides to extended cycling journeys. According to pre-pandemic data from 2017, 100 million people globally incorporate cycling activities into their free time, contributing an estimated USD 96.7 million annually to the economy.
The pandemic period further accelerated interest in sustainability and responsible travel, strengthening demand for environmentally friendly mobility options.
“The point is that cycling tourism and its related activities form an entire ecosystem that we all acknowledge, but we are not yet fully benefiting from,” Ms. Varela noted. “Destinations need education, organization, promotion, and continuous improvement.”
The Profile of the Cycling Tourist
Cycling tourists are typically well-educated (82% have at least a college degree) with an average age of 52. They have high purchasing power, with 58% earning over EUR 75,000 annually, and they choose to cycle out of preference rather than necessity.
A significant 8.9% are international visitors — so-called “Geo-Tourists” — who seek to explore the cultural, historical, and social characteristics of destinations. They demonstrate strong environmental awareness, enjoy nature-based activities, and look for authentic local experiences.
Their preferred travel periods are spring and autumn, when temperatures are milder.
Greece’s Competitive Advantages
Greece offers a unique natural environment, living history — effectively an “open-air museum” — and welcoming local communities, making it an ideal destination for cycling tourism.
“What attracts the cycling visitor,” Ms. Varela explained, “are engaging routes. As a country, we can claim a meaningful share of this market because what we offer is truly unique: a remarkable natural landscape, living history, and friendly communities.”
She concluded by expressing her hope that the Bike Friendly initiative will continue to grow, with more certifications and more tourism stakeholders embracing the concept. “This will help our country understand that the bicycle can bring a new dimension to our daily life.”
