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Iconic routes, the Flemish approach
There are many cycle routes. Sometimes there are so many in one area, that you can hardly see the wood for the proverbial trees. This can be confusing for the consumer. Which route should you choose? Which route stands out? And for the designers of the route the challenge is to find ways to profile a route so that it stands out among the other competing routes.
The most obvious solution is to choose an appealing theme to associate with the route to give it an identity. Every country or region has something to offer that is characteristic of that area. Such as fine local wine, famous painters, renowned architecture or culinary specialties. The characteristic aspect boosts routes to a higher level. They become iconic cycling routes.
International level
The advantage of iconic cycling routes is that their drawing power transcends national borders. You raise the profile of a country or region at an international level and offer tourists the possibility to discover the highlights in a sustainable way.
Obviously, such iconic routes must be well sign-posted. And the most important information should be published on an attractive website, preferably in a number of languages.
Flanders has tackled the iconic cycling routes in its own way. In a short space of time, nine iconic routes have been realised there, which are all interconnected. The realisation of these routes is by no means the end of this project. In the next five years there will be plenty of investment in their marketing and product development.
Johan Vanswijgenhoven of Tourism Flanders will give a presentation about this subject at the IBTC 2022.
Wednesday 19th of January, 9.30 to 10.15
Nine iconic routes: a new framework to promote Flanders as a cycle holiday destination
Please see the programme.
With about three lectures per day by professionals from all over Europe and about four Round Table Sessions per day, this third edition of the IBTC will once again be presenting a comprehensive programme of contents for everyone engaged in Bicycle Tourism on a professional basis.
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