5 cycling tourism trends in 2026

1. AI and digital innovations

As more people use generative AI to plan or book their trips, tourism professionals have set their eyes on it. Although it is challenging to assess the impact of AI on cycling tourism due to the rapid evolution of these technologies, cycling tourism professionals should be aware of the key opportunities and challenges presented by digital innovations.

One of the main opportunities of AI is to remove practical barriers to planning and experiencing cycling tourism. We often hear that people want to go on a cycling holiday, but simply change their mind when they realise the logistical challenges or the variety of options. AI chatbots can make planning and tailoring easier, but only if services exist and information is easily accessible on the web. As a consequence, beyond search engine optimisation, organisations and professionals are advise to adapt their content and data collection to make it easier for AIs to source and use.

This leads us to one of the main challenges of AI in tourism: trust. Innovations are only mainstreamed through usage. Generative AI applications in tourism will continue to grow only if the quality of results is good. The world of AI is still under construction: there are open challenges related to data and consumer protection (for example, when making a booking), data ownership of AI results, environmental impact, and even the sovereignty of large language models – with a touch of geopolitics involved. While the European Union is the main institution trying to regulate the fast-growing world of AI, the cycling tourism world should acknowledge how generative AI rapidly gained space in consumer lives and work towards offering a personalised experience to broaden the reach.

2. Personalised cycling tourism experiences

Cycling tourism experiences are becoming more and more personalised. This is a result of several factors: E-bikes making cycling easier and more accessible for various physical levels, the gravel hype for adventure and challenge seekers, AI-generated suggestions and results, as well as the general growth of cycling as a holiday activity. Cycling tourists are no longer just those carrying heavy panniers on steel-framed bikes for hundreds of kilometres, but they are also families, city-breakers, young adventurers, day trippers and e-bikers.

These shifts in cycling tourism have consequences for the destination and its operators. Destinations are called to develop offers that are inclusive of all physical capacities, with adequate infrastructure, services and information, thereby broadening the potential user base.

From a niche sector, cycling is becoming more and more prominent, also thanks to the positive effects on balancing tourism flows, reducing carbon emissions, improving health, getting visitors closer to residents, and increasing the economic impact for local and rural communities.

A broader approach to cycling – encompassing sport and transport, adventure and relaxation, luxury and affordable holidays – can support the recognition of cycling tourism across various streams: tourism, culture, sport, mobility, industry, accessibility, etc.

3. Untapping potential in the cycling tourism industry

As the tourism and cycling industries are both getting organised and gaining more recognition, a question remains open: how big is the cycling tourism industry? Available studies indicate that cycling tourism contributes to a significant portion of the bike industry's economic impact and job creation and that it represents 10% of tourism in Italy, for example.

The cycling tourism sector, however, seems fragmented and niche – at least if compared to the broader cycling industry. This may be due to the lack of updated data on the economic impact of cycling tourism in Europe, or perhaps to missing knowledge about the cycling tourism economy and its connections with other industries.

The potential for further innovation and coordination is excellent, both at a local and European level. Cooperation with well-known brands, creation of industry clusters, and public-private partnerships are some of the ways to grow the cycling tourism industry, increase the value and turnout of existing offers, destinations and services, and ultimately encourage more people to try cycling tourism.

4. Multi-purpose cycle route networks

and 166 million people live within five kilometres of a EuroVelo route. Cycle route networks such as EuroVelo include an interesting perspective: when a cycle path is there, it is not only used by tourists, but also for daily and leisure cycling. Well-planned, convenient and maintained cycle route networks contribute to promoting cycling practice as a whole and increase the attractiveness and quality of life of a location. Moreover, cycle routes with a strong brand and recognition can contribute to a destination's image and to attracting a larger set of visitors.

Cycle route networks can serve different purposes – a cycle highway may differ from a leisure cycle route. But, especially where they are scarce and less developed, overlapping routes and integrating signage is a good idea to make cycling conditions better for everyone. Long-distance routes are also an opportunity for efficient cycling investments in rural areas, as the same infrastructure can be used both for tourism and mobility.

Cycling as a fully-fledged mode of transport deserves official recognition as an international transport network, with EuroVelo serving as its backbone. In 2026, we are expecting high-level discussions towards a proposal for a UNECE convention for an international cycle route network, which ECF supports.

5. Political recognition, strategies and financial support

Within the EU institutions, transport and tourism are closely related, too, and together form the portfolio of Commissioner Apostolos Tzitzikostas. The European Commission continues the work to deliver the objectives of the European Declaration on Cycling, adopted in 2024. Even if progress is visible, ECF is calling for more action and clear recognition of cycling tourism and EuroVelo in the Strategy. Its latest progress report mentions an upcoming European Sustainable Tourism Strategy, with a key focus area on sustainable mobility. 2026 will also see the negotiations on the next EU Multiannual Financial Framework for the period 2028-2034. ECF believes that more funding should be available for all types of cycling, ranging from transport to tourism, including rural and regional development, as well as research and development.

At a national level, many countries have been or are setting their cycling tourism strategies and goals: Spain, Poland and France. In Germany, the results of a comprehensive study are expected in 2026. In Switzerland, a Federal Law requires Cantons to adopt cycling networks for daily, leisure/tourism and mountain biking. Although cycling strategies are gathering momentum, securing budgets and investments is the only way to execute them. In a time of reduced public funding, the most impactful investments should be maintained to create a more resilient, competitive, and sustainable Europe.

Together, let’s transform opportunities into a flourishing European cycling tourism sector that inspires beyond Europe!

Further reading: BBC travel trends European Tourism Summit article

Article by Agathe Daudibon

Cover photo: Visit Waterford