"What impact did the practice of mountain biking have on the economy of an entire mountain area?"
The district answers Trentino Dolomites Paganella, the first in Italy to develop a research on the impact that the bike had on the economy of the 2018 summer season.
And the numbers are crazy
The bike area Paganella Dolomites includes three Bike Park zones (Andalo, Fai and Molveno), stylistically different, a dense network of single trails, for a total of 80km of trails served by 8 ski lifts and today boasts the longest mtb season in the Alps, opening from April to November. Considered by bikers one of the best destinations in Italy for those looking for fun riding a mountain bike, it has won the challenge: to conquer a very strong reputation among enthusiasts, thanks to the trails that are cared for and designed to maximize safety and fun and a range of services. (rental, a single bike-pass, charging columns for e-bikes) which place it at the top for the quality of the offer, so much so that it is very popular with foreign bikers, notoriously very demanding.
A vocation that arises from a precise strategic commitment: to focus on mountain biking as a pole of tourist attraction that integrates the winter season, in a sort of continuous storm that does not include periods of emptiness. Precisely to verify the impacts of this tourism product, the Tourist Board has decided to carry out a truly surprising survey that highlights the quality of the investments made on the routes and a unique degree of satisfaction. The survey was attended by 225 bikers intercepted during the 2018 season with a 70% Italian and 30% foreign origin.
From the research it emerges that the main reason for choosing the Dolomiti Paganella Bike Area location is given, for 54% by the network of dedicated trails, for 14% by the reputation of the place, as a "mtb destination" and for 10% by suitable services. to mtb (guides, rentals). Still on the subject of choice to the question: "thinking about other bike destinations, how was the global experience in the bike area?", 60% of the interviewees answered "much better" and 21% better. The survey also made use of some metrics to measure, in detail, the destination's ability to generate “shareable” experiences and therefore to trigger positive word of mouth, a real weapon available to those involved in marketing. The “Net Promoter Score therefore highlights how the bikers who will effectively act as“ promoters ”of the bike experience in the Paganella area are 75%.
Another surprising figure that emerged from the research is also the average expenditure for the individual biker: excluding bike passes and considering the expenditure in restaurants, overnight stays, rentals etc. this stands at 196 euros each. Another confirmation of how mountain biking is a sport with high economic performance and of how it can act as a driving force in the development of a territory in a summer key is the data relating to the opening days of the ski lifts which has been constantly increasing since in 2014 the Dolomiti Paganella Bike project assumed strategic importance for the area.
All the data lead to a single consideration: the bike economy is a driving force for the mountain tourism economy, especially following targeted investments that have led to a significant increase in the quality of services. The starting data are those relating to the 2018 season, with a total certified bike passage of + 146% compared to 2016 (191.789 tot.), A significant increase in the number of total bikers (+ 75%, 21.176 tot.) And the doubling of proceeds accrued from ski lifts (+ 103%). The total economic impact for the 2018 season was estimated at € 4.207.556 (average biker expenditure per total number of bikers + bike pass receipts). Impressive numbers that bring the services of the Dolomiti Paganella Bike Area to the top for satisfaction.
Thus Luca D'Angelo, Director ofAPT Dolomiti Paganella He tells us: "The development of the Dolomiti Paganella Bike product has led our destination in a few years to become a Top Mountain Bike Destination in Italy and throughout the Alps. The results obtained, in terms of tourist flows and economic impact on the locality, were achieved thanks to a system work between the various actors and above all thanks to the sharing of a strategic master-plan capable on the one hand of aggregating specific skills in the sector. and on the other hand to look at the medium-long term in terms of results. In addition to the direct economic impacts, it is essential to underline that one of the most important effects we are witnessing is the diversification and enrichment of the tourist flows that the destination receives. The opening to the bikers segment led to a high internationalization of the markets (with a strong focus on Germany, Austria and Poland), a lowering of the average age and an extension of the summer season beyond the canonical central summer months. Now we can count on a "macro" summer season that runs from April 20 to November 2, respectively the opening and closing dates of some of the trails of the Dolomiti Paganella Bike Area for the next 2019 season.».
