Growth meets changing trends for EuroVelo web, social and email in Digital Statistics Report for 2025

Look, each year, we take the presentation of our digital statistics very seriously. And when we said last year that we’d bridge the cookie consent/data tracking gap on the website… we absolutely set out to do just that.

Anyway, to make things even better this year, we asked the entire EuroVelo team to share their completely unhinged unfiltered thoughts on the what, why, where, and who of the 2025 Digital Statistics Report.

Let’s break it down.

Website: cyclists, sector professionals, GPX tracks

Starting with EuroVelo.com, the website recorded 2.4 million sessions (+33%) and 1.3 million visitors (+11%). Organic visibility hit a new high, with 75% of visitors arriving via search, and engagement was strong at 65%¹. Interestingly, younger audiences now stick around the longest on the website.

The site continues to perform above industry benchmarks (source), showing good alignment between what cyclists are looking for and what we’re offering. However, as AI-generated answers increase the number of “zero-click searches”, EuroVelo.com is likely to receive less traffic and will need to adapt, both to maintain click-through traffic and to remain discoverable through AI tools.

Pro.EuroVelo.com saw significant growth, with sessions up 62% and visitors up 49%. It serves a niche but very highly engaged audience, especially around the Data Hub and ECS pages. Unlike the website for users, the audience profile for the Pro site remained more stable.

In 2025, the EuroVelo Route Planner once again claimed the top spot as the most viewed page, with twice the average views per visitor. GPX downloads from route pages increased by 18% reflecting strong trip-planning intent from visitors.

Looking at GPX downloads more closely, the ratio between “full route” and “developed parts only” shifted to 60/40 (from 47/53 last year). This ratio also varies by route and likely reflects infrastructure quality. For example, routes with gaps, like EuroVelo 8, see more downloads of developed sections, while fully certified routes like EuroVelo 15 attract more “full route” downloads. Not surprisingly, traffic and downloads go hand in hand, with most downloads coming from the most visited routes - EuroVelo 15, 6, and 8.

Social media: conversation, community, consistency

EuroVelo’s social media presence remained strong in 2025, reaching over 101,600 followers, even after stepping away from Twitter/X at the start of the year. When excluding X from the 2024 baseline, the overall audience still grew by 10% in 2025. LinkedIn led the way (+36%), confirming strong engagement from professionals, while Instagram grew by 16% as a key storytelling platform. Facebook still provides the widest audience reach with more than 56,800 cycling enthusiasts.

EuroVelo remains committed to being an early adopter on Bluesky. The platform rapidly grew its user base from 10 million in 2024 to 40 million in 2025 and shows a classic early-stage expansion curve. For EuroVelo, social media is clearly evolving into more of a community space than a web traffic driver. Case in point: the Facebook discussion group grew by 24%, surpassing 50,000 members.

Email: a reliable owned channel

Amid all this change, email remains the calm, reliable constant. The monthly newsletter grew steadily (+8%) to over 12,400 subscribers in 2025. Even more impressively, engagement is very high with 58% open rate and 9% click rate. The newsletter helps shape the wider EuroVelo content decisions and pipeline for both users and professionals.

Beyond the newsletter, EuroVelo uses targeted mailing lists for coordination, working groups, surveys, events, partner updates, and donation campaigns to make sure the right people get the right information.

Towards 2026: what to expect and outlook

Website for users: a revamped services section already went live in early 2026, with further updates planned for UI/UX, page layouts, the interactive map and route categories. Analytics improvements, especially for the Route Planner and GPX downloads, are also a priority. The team is adapting content strategies in response to AI search, balancing “people-first” content with AI-friendly structure, for example through summaries and clearer audience targeting. Estimates for 2026: 2.6 million sessions, 350,000+ key events, 70% engagement rate, 75% organic traffic, 60% mobile use.

Social media: the team will focus towards better KPI tracking (including for the Facebook discussion group), collecting audience feedback, and more short-form video content in the second part of the year. Consistency in visual identity will also remain key. Estimates for 2026: 110,000 followers, 60,000 discussion group members.

Email: plans include introducing polls/surveys in the newsletter, linking feedback across platforms, and expanding single-content mailings and donor campaigns. More dynamic data will also be used to refine targeting and content decisions. Estimates for 2026: 13,500 readers, 60% open rate, 10% click rate.

Read EuroVelo Digital Statistics Report 2025

Author: Omer Malak

^{Additional note(s)}

^{1. Calculated based on sessions where one or more key events took place. Key events include donations, resources downloaded, external links visited (offers, publications, websites, etc.)}