Who is this toolkit for?

This toolkit is designed for businesses within the tourism and hospitality sector, including accommodation providers, cafes, pubs, shops, and more. Its purpose is to:

  • Provide an overview of the current and upcoming cycling-related products and opportunities in Carmarthenshire
  • Highlight how businesses can attract and benefit from the growing cycling market
  • Explore the cycling events industry and how your business can get involved
  • Connect you to useful resources and support to help your business thrive in the cycling tourism sector

Let’s start with some statistics… - open content

Overnight cycling tourism in Wales is a growing market — and it's not just about the ride. Cyclists spend money on accommodation, food, transport, and more. Here's what the latest data (2022–2023) tells us:

Road/Smooth Path Cyclists

220,000 overnight trips annually on average

Cyclists stay an average of 3.6 nights

Total annual spend: £83 million

Spend per trip: £376

Spend per night: £103

Mountain Bikers

122,000 overnight trips annually on average

Average stay: 2.7 nights

Total annual spend: £29 million

Spend per trip: £241

Spend per night: £90

Cyclists are not only staying longer but also spending more on average per trip, from accommodation to food and travel. By catering to the needs of cyclists — whether it's offering bike storage, providing cycling maps, or promoting local cycling events — your business can attract these high-value visitors and create a loyal customer base. As cycling continues to grow in popularity, positioning your business as cyclist-friendly will set you apart and bring in increased revenue from this active and enthusiastic group of travellers.

Why Cycle in Carmarthenshire?  - open content

  • Extensive Road Network: With 3,487 kilometres of roads, including scenic country lanes, Carmarthenshire is a haven for road cyclists looking to explore.

 

  • Epic Cycling Routes: From the famous Black Mountain to breath-taking climbs and panoramic views, Carmarthenshire offers some of the best road cycling routes in Wales.

 

 

 

  • Tracks and Circuits: The county has two fantastic facilities the historic velodrome in Carmarthen town and the national closed road circuit at Pembrey Country Park. Both are equipped to host coaching, training, competitive cycling competitions and recreation. 

 

  • Event Buzz: Hosting the Tour of Britain really put the County on the map, raising our profile as a world class destination and a county that’s well equipped to host high-quality cycling events. Many successful cycling and triathlon events are now organised annually including Battle on the Beach,Grit Fest, Llanelli Sprint Triathlon.

Types of Cycle Tourism - open content

There’s no better way to explore new places than by bike. Cycling offers a unique, up-close experience of a location’s history, landscape, and character, all while promoting health and fitness. It also supports local businesses and helps reduce traffic congestion, making it a win-win for both visitors and local communities.

Boosted by success at the London Olympics and in subsequent Tour de France’s, Cycling has become big business in Wales with road cycling trips contributing £83m and mountain biking £29m respectively. It encompasses 4 core visitor groups, each with its own specific needs:

  1. Touring Cyclists: These cyclists embark on longer, linear or circular routes, typically requiring at least one overnight stay. They usually travel by bike or a combination of bike and train.
  2. Enthusiast Cyclists: Road cyclists or mountain bikers who travel to a destination for a short break or as part of a multi-stop trip. They often drive to the area and ride local routes.
  3. Casual Cyclists: Families or couples who may cycle once or twice during a longer holiday. They typically travel by car and are looking for an easy, recreational ride.
  4. Day Trip Cyclists: These cyclists, including those attending cycling events, visit the area for a short period and do not require overnight accommodation.