The Community of Madrid has presented its flagship cycling tourism product at Unibike 2017, behind which is the work of Bikefriendly Consulting.
One of the most notable collaborations of Bikefriendly Consulting, the consulting division specialized in cycle tourism, sustainable mobility and innovation belonging to Bikefriendly Groupit's CiclaMadrid, a tourism product aimed at positioning the Community of Madrid as a cycling destination in optimal competitive conditions.
The homework of Bikefriendly Consulting started with a Detailed analysis of the market and potential of the area. In this sense, it was carried out to CiclaMadrid an in-depth study of the current situation both at the level of services and at the level of tourist products offered so far, dividing the community of Madrid into clearly differentiated areas at the level of route typology and tourist potential of each area.
Furthermore, the analysis of demand has also played a fundamental role in this project, dissecting the target markets of the Community of Madrid both nationally and internationally, designing different tourism products both at a sports level (high-level road cycling and mountain biking) and cycle tourism, more focused on international clients.
Bikefriendly Consulting has also held several information meetings and Networking Conferences with the different businessmen of the Community, emphasizing the need for sectoral specialization for the final success of the initiative. Tourist accommodation, restaurants and businesses directly or indirectly related to the world of bicycles must opt for a new business model at the service of family or sports bicycle tourism. In this case, Ciclamadrid has opted for the development of a Quality Manual, that all companies attached to the project must know and comply with when being able to promote their businesses through this interesting cycle tourism project in the Community of Madrid.
Similarly, the design of Ciclamadrid's marketing and communication strategy has been prepared by Bikefriendly Consulting, taking into account the tourist targets and target markets, as well as the product policy, which revolves around two axes: routes and services. To finish defining the external and internal communication and product promotion policy.
The result of all this work has been captured in a Marketing Plan that had its starting point in the last edition of UNIBIKE, the Madrid International Bike Fair, in what constitutes the real starting signal for one of the most important tourism projects of recent years in the Region of Madrid, and which seeks to balance and structure the tourism sector on the outskirts of Madrid, contemplating the territory of the region as a whole, with cycle tourism as an integration tool.
In addition, Bikefriendly Consulting has been the company selected to attract private agents who currently carry out their work in the field of cycle tourism and in other collateral sectors to combine their proposals and generate a common offer under the CICLAMADRID brand. The objective is to determine which private tourism companies may be interested in participating in the CICLAMADRID tourism product, laying the foundations for the articulation of these agents for their participation in said product and especially for their presence in the UNIBIKE 2017 and FITUR 2018 fairs.
Photos: Ciclamadrid/Sergio León
