2. Motivation
Why Utrecht wants to host the EuroVelo & Cycling Tourism Conference 2026
- Matches with our positioning: Utrecht, Heart of Health
- Aligns with Utrecht City as the World Bike Capital
- Matches the ambition of the province of Utrecht to be the cycling region of Europe
- Promotes our region as cycling destination
- Highlights the benefits of recreational and touristic cycling, both within our region and across Europe
- Strengthens the connection between recreational and utilitarian cycling, encouraging cycling overall
- Contributes to sustainable and healthy tourism
- Through EuroVelo we increase the awareness for the importance and opportunities of cycling and cycle tourism in other Dutch in regions
- Coverage of the event in travel trade press and the participation of tour operators contributes to the awareness of Utrecht as cycling destination
Hosting the EuroVelo conference has long been a priority for us, as it aligns closely with our region’s focus on hosting conferences and events centered around healthy living, sustainable development and cycling.
Objectives for the EuroVelo Cycling Tourism Conference
- Contribute to the success and growth of the EuroVelo & Cycling Tourism Conference, an event that exactly fitting the positioning of Utrecht as ‘World Bike Capital’ and the cycling ambitions of the Province of Utrecht as ‘the cycling region of Europe.
- Visitors: we aim at 400-500 satisfied visitors with the right profile.
Indicators, to be measured by kpi’s such as:
- Number of attendees
- Visitor satisfaction, to be measured with survey among participants (reviews, ratings, Net Promotor Score)
- Quality: function of attendees retrieved from registration
- Help ECF/EuroVelo to promote and stimulate recreational cycling and cycling tourism.
- Indicators: Publicity generated, measured by publications, results survey participants. feedback ECF
Objectives for our region and our partners:
- Promote and underline the position of our city and region as a leading in cycling.
- Indicators: quality of the conference program, results survey and feedback participants and ECF and press coverage of the event.
- Media coverage and exposure generated by the event.
- Inspire other European regions, organizations and professionals in the field of recreational cycling, cycle tourism, route development, etc.
- Indicators: results survey and feedback participants and possible spin off.
- Attract more sustainable (cycling-) tourism to our region and The Netherlands in general.
- Indicators: feedback participants, tour-operators, etc.
- Contribute to our local economy:
- Indicators: generated turnover organizing the event and spin off for Utrecht hotel and hospitality business, etc.
Furthermore:
(Hard to attribute results, anecdotal evidence)
- Destination marketing: present the our city and region as cycling-friendly destination to a large professional audience in order to attract more cycling visitors.
- Stimulate business: create favorable conditions and business opportunities to export of our knowledge, products and services, etc.
- Internal: use the conference as a catalyst, platform and source of inspiration to further develop our policies to promote recreational cycling and sustainable cycling tourism.
- Contribute to sustainable and healthy tourism-development in our region, in line with our positioning ‘Heart of Health,’ focusing on healthy people and healthy living environment. (The European Commission has appointed the Utrecht region as frontrunner in health innovation, link).
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