Cycle Tourism Conference Logo 2023

Make plans to attend the Cycle Tourism Conference, a full-day conference to be held in Toronto on March 2, 2023 hosted by Ontario By Bike / Transportation Options

Venue, Hotel & Travel

Conference program and speakers are being updated weekly, check back frequently for more information.
Programming, exact timing and speakers subject to change.

This is an in-person conference, however a small number of international speakers will be presenting virtually.
To attend, hear and learn from the presentations plus network with other attendees, in-person registration is required.  

Conference delegates are encouraged to register, enjoy a continental breakfast with coffee and tea and network with other attendees.

Louisa Mursell, Executive Director, Ontario By Bike / Transportation Options

MP Julie Dabrusin, Government of Canada

  • Canada’s National Active Transportation Strategy – Overview of Canada’s first National Active Transportation Strategy. A modal shift is needed to meet environmental, health and equity goals under the strategy that enhances active transportation infrastructure.

MPP Sheref Sabawy, Parliamentary Assistant to the Minister of Tourism, Culture & Sport, Government of Ontario

Rebecca Mackenzie, Incoming Chair, Board of Directors, Tourism Industry Association of Ontario; Culinary Tourism Alliance

Suzanne Caskie, Chair, Food and Tourism Studies – School of Hospitality, Tourism and Culinary Arts, Centennial College

Michael Bertuzzi & Jennifer Tracey, Board of Directors, Transportation Options

Reaching the Cycle Tourism Market through Innovative Trail & Route Development & Marketing

Véloroute Gourmande: the Little Story of a 235 km Cycling Path – Julie Desmarais & Annie Langevin, Véloroute Gourmande & Tourisme Cantons-de-l’Est/Tourism Eastern Townships, Quebec

  • Julie & Anne will be presenting on the Véloroute Gourmande, a new 235km bike route that connects Montreal and Sherbrooke with many gourmet stops, various attractions and accommodations for discovery in Montérégie and the Eastern Townships/Cantons-de-l’Est. The development of this route, the resources available for cyclists and the marketing campaign for the Véloroute Gourmande, while in its early days, are indicating this route will be popular with cycle tourists.

Developing the Endless Mountains Gravel Bikepacking Loop – Cain Chamberlin, Endless Mountains Heritage Region & Robyn Cummings, Bradford County Tourism Promotion Agency, Pennsylvania, USA

  • A two-year collaborative effort between various local agencies has led to the creation of a four-county bikepacking route through the Endless Mountains in northeastern Pennsylvania. The Endless Mountains Gravel Bikepacking Loop (EMGBL) takes cyclists approximately 670km (415 miles) across the pastoral landscapes and through historic towns in Bradford, Sullivan, Susquehanna and Wyoming counties and boasts over 9,750 meters (32,000ft) in elevation changes throughout. For those keeping track, that’s collectively taller than Mount Everest! We developed an interactive map of the route on the Endless Mountains Heritage Region’s website, complete with all of our desired points of interest like museums and historic sites, scenic overlooks, state and local parks, restaurants, lodging, breweries and wineries along with links to each of their websites and social media pages. The map allows EMGBL users to plot out their adventure before even downloading the route to their GPS or mobile device using the RidewithGPS or Strava apps.

Building a Binational Trail Experience Around the Great Lakes – Marlaine Koehler, Waterfront Regeneration Trust / Great Lakes Waterfront Trail, Ontario

  • Internationally recognized as one of the world’s great rides, the Great Lakes Waterfront Trail has played an important role in building Ontario’s cycle tourism experiences. Learn how the Waterfront Regeneration Trust and partners are working to complete the trail with the upcoming Lake Superior expansion, creating a fully connected route by 2027 along the Canadian shores of the Great Lakes. Creating a world-class cycling experience also means building a Binational experience around the Great Lakes. With the completion of the Gordie Howe International Bridge in 2024 the trails and greenways on both sides of the border between the cities of Windsor, Ontario and Detroit, Michigan will be linked making the first-ever cross border trail tourism experience possible. This historic connection and partnerships formed serve as a model for future connections.

Michigan Trails & Cross-Border Partnership for Expanding Cycle Tourism – John Hartig, The Great Lakes Way Advisory CommitteeCommunity Foundation for Southeast Michigan, Michigan, USA

  • With the opening of the Gordie Howe International Bridge in 2024 or 2025, four major trail organizations have come together to expand cross-border cycle tourism experiences, including the Community Foundation for Southeast Michigan which champions the 160-mile Great Lakes Way stretching from southern Lake Huron through western Lake Erie, the Michigan Department of Natural Resources which champions the more than 2,000-mile Iron-Belle Trail, the Waterfront Regeneration Trust which champions the 2,250-mile Great Lakes Waterfront Trail; and the more than 15,000-mile Trans Canada Trail. This partnership will develop binational trail destination experiences, collaborate on marketing strategies, and explore opportunities for using technology to enhance the trail user experience. Good examples of cross-border outdoor trail experiences include binational bicycle tours and cycling events, Canada-U.S. open street events, joint Underground Railroad tours and First Nations celebrations, joint celebrations of World Migratory Bird Day and Earth Day, and more.

Moderator: Louisa Mursell, Ontario By Bike / Transportation Options

France: The Path & Partners to Becoming a World-Class Cycling Destination

Camille Thomé, Director/Directrice, Velo & Territoires also France Vélo Tourisme

Routes, services, marketing, transport, promotion, working with partner regions and businesses, developing a national strategy. Has France managed to become the renowned cycle tourism destination it claims to be? Becoming a world-class cycling destination is a long-haul process with big challenges to overcome and successes to celebrate. Vélo & Territoires along with its network of over 170 partners have an ambitious plan with clear goals to achieve by 2030. Cycle tourism plays a recognized and important part with partner organization, France Vélo Tourisme providing Accueil Vélo certification services across the country and promoting the cycling routes that have put France on the map for cyclists.

*Presentation will be by live video available only at in-person conference, with Q&A to follow

Moderator: TBA

Conference delegates are encouraged to visit the vendors and booths on site and take advantage of the opportunity to engage with other attendees.

Developing Cycle Tourism Product to Reach Emerging Markets

Understanding and Attracting the Growing E-Bike Market – Jamie Stuckless, Stuckless Consulting Inc.

  • Electric bicycles (e-bikes) can help more people cycle longer, further and for more trips. Research from around the world, and right here in Ontario, shows how e-bikes are helping to grow cycling and the potential for e-bikes to help increase cycling tourism is huge. This presentation will look at the e-bike opportunities that exist for municipalities and tourism operators and how jurisdictions around the world are creating great e-biking experiences for tourists. We will also discuss the challenges and policy barriers that need to be addressed to help Ontario and other destinations meet their full e-biking potential.

Developing and Marketing Mountain Biking and Fat Biking Trails – Travis Anderson, Tourism Sault Ste. Marie / City of Sault Ste. Marie

  • Sault Ste. Marie has been actively developing mountain bike trails as a means to increase tourism product offerings in the northern city and surrounding areas. To capture the winter cycling market, trails for fat biking have also been developed and are maintained through snow season. To attract cyclist to ride the trails, a far reaching promotional campaign was activated over the past year, creating exposure for the city’s cycle tourism product. Relevant examples will be shared showing how Sault Ste. Marie’s trails have resulted in an increase in visitation to the area and attracted new residents to the community. 

Gravel Cycling Market: Events & Building the Gravel Community – Jody Wilson,  Growing Beaver, Photographer, Go Cycle Collingwood

  • ​​The state of gravel riding in the Southern Georgian Bay area has significantly increased in recent years.  The small town of Collingwood, set directly in the middle of the region, has become a hotbed of activity, boasting one of the top gravel charity events in Canada (The Growling Beaver, est. 2015), a key portion (the hardest section) of the BT700 bike packing route, and a prime destination for countless weekend gravel warriors escaping the city.  It is also home to non-race gravel events such as Creemore’s very own Turas Mor and competitive events like Sea Otters Scare Crow gravel race. In 2023, the region will also host the UCI world amateur gravel qualifying events. This presentation will take a quick look from a local cyclist’s view point to why and how so many people are attracted to the Southern Georgian Bay area (specifically Collingwood) for the increasing trend of Gravel Cycling, why it is such a popular destination, and the impact this has had on our communities. 

Moderator: Brendan Matheson, Tourism Simcoe County

Enjoy a working lunch with a variety of offerings and networking opportunities.

Conference delegates are encouraged to visit the vendors and booths on site and take advantage of the opportunity to engage with other attendees.

Remarks: Lunch sponsor – Biking Lawyer LLP

Award Ceremony and Showcase Presentations: Best Bicycle Friendly Businesses in Ontario

  • With over 1,620 bicycle friendly businesses certified by Ontario By Bike across Ontario, there are many tourism operators that recognize the value of servicing this growing market and taking it to the next level. Join us to celebrate their commitment and learn more about how they cater to cyclists. An award recipient from each tourism region, thirteen in total, will be announced and showcased with lightening presentations from each. Special recognition for best regional bike store or bike tour operators will also be announced.
  • Find out more information at:

Conference delegates are encouraged to visit the vendors and booths on site and take advantage of the opportunity to engage with other attendees.

As the following programming will be in concurrent sessions, attendees will need to select and move to respective rooms for presentations.

Capturing & Growing the Cycling Event & Tour Market

Finding our Cycling Niche in Lennox & Addington – Rob Plumley, Lennox & Addington County

  • Lennox & Addington County is blessed with scenic roads that travel through authentic rural Eastern Ontario landscapes. With great places to stay and many fun stops along the way, Lennox & Addington has invested in events and infrastructure to make their community a prime destination for cyclists. In creating the Discover L&A Ride seven years ago the goal was to showcase the great road riding opportunities in the area as well as the unique attractions and businesses that include apiaries, wineries, breweries, historic sites and parklands. Now with over 400 riders participating annually, the Ride has brought all types of cyclists to the area to discover for themselves, Loyalist country, Lennox & Addington County.

The Bicycle Touring Market and Voyager à Vélo – Nathalie Lambert, Voyager à Vélo / St Lawrence By Bike

  • Voyager à Vélo Inc. has been bringing its logistical know-how to the world of cycle tourism for nine years. A lot of ground has been covered since day one, when The St. Lawrence by Bike cycling route was created. This presentation will introduce you to the places where the company collaborates with regions, cycling routes and travel agencies as well as the services it offers. The target clientele, both foreign and domestic, the challenges and opportunities to improve the offer of services to cycle tourists will be discussed and unique business model shared. We will introduce you to a system that allows the whole community to work collaboratively in order to encourage bicycle travel and where cyclists can ride, happy, freely and safely.

Cycling Tour Operators and the View from the Front – Peter Donato, Niagara Cycling Tours

  • Many visitors from Ontario and adjacent USA border states enjoy visiting Niagara already for day trips or simple overnight vacations. Niagara Cycling Tours aims to fill a void in the local Niagara market by offering and promoting longer, multi-day destination stays, that include cycling. By sharing stories and info from our direct experiences and our customers wants and needs, we’ll assist others interested in providing more value to their respective audiences to create an authentic “cycling vacation.”

The Successes and Challenges of Charity Cycling Events – Brendan Ellis, Ride to Conquer Cancer & Northern Pass to Conquer Cancer –  The Princess Margaret Cancer Foundation

  • Like many events and many charities, Princess Margaret faced many challenges and difficult decisions when it came to it’s events these past few years.  Do we go virtual? Can we go live? Our events generate significant revenue fueling cancer research, and along with our cycling community and partners, regardless of the path, we knew we had to find a way forward.  During this presentation we hope to highlight the choices we made on our two bike programs, the results, the challenges we still face and how we are continuing to grow.

Moderator: Marlaine Koehler, Waterfront Regeneration Trust

Using Digital Resources, Data & Tools to Engage & Measure the Market

Route Promotion, Planning, and Navigating using Ride with GPS – Alex Gay, RidewithGPS, Oregon, USA

  • Since 2006, Ride with GPS has provided route planning and navigation for all types of cyclists. This presentation will provide an overview of how to utilize Ride with GPS’ tools to manage and display your content, how your area visitors can discover and ride your area’s best routes, and measure route’s performance on our platform. Examples and information will be shared on how destinations can make use of the Ride with GPS Tourism Account that is focused on providing the means to develop and market routes with robust embeds that can be placed on a website. Bulk management tools allow destinations to handle all their routes and points of interest in easy to use libraries, and visitors can download and navigate routes offline with voice navigation.   

Market Insights Through Data and Analytics – Sam Lau, Environics Analytics

  • Explore how industry leading data and analytics can help better define your target market and travellers. Understand your market’s behaviours, values, demographics, lifestyles and more! Leverage these insights to craft compelling campaigns that will lead to more effective marketing and services that most aligns with your customers. In this presentation we’ll explore the art of what is possible with data and walk through a case study seeing the data in action!

Making Trails Count: Understanding Usage and Trends – Andrea Shillolo, Eco-Counter

  • Measuring traffic on trails is crucial for understanding seasonal trends, making informed planning decisions, and justifying future investments. This presentation will cover how to build a cyclist count program to quantify trail users, as well as how to combine count data with qualitative data to gain a clearer picture of who is using your trails and why. It will draw on case studies to give clear, practical examples of how organizations have used count data to help them better understand their market and even measure the impact on destinations.

Marketing Cycle Tourism, Telling the Story – Christopher Mitchell, Traveling Mitch, Toronto Blogger CollectiveUltimate Ontario & We Explore Canada

  • An award-winner travel writer and content creator based in Toronto, Christopher is an avid cyclist and has helped many destinations in North America and Europe create engaging cycling content and tell meaningful stories through cycle tourism. The presentation will showcase how authentic storytelling can empower audiences to discover the cycling opportunities at travel destinations and develop a lifelong passion for the sport. 

Moderator: Jamie Stuckless, Stuckless Consulting Inc.

Conference delegates are encouraged to visit the vendors and booths on site and take advantage of the opportunity to engage with other attendees.

Remarks: Destination sponsor – Destination Northern Ontario

National and Regional Trail Development with Rails-To-Trails Conservancy

Liz Thorstensen, Vice President, Trail Development, Rails-To-Trails Conservancy, USA

  • Since 1986, Rails-to-Trails Conservancy has served as the national voice for the rail-trail movement in the U.S. As the country’s largest trails organization, it’s been their role to speak up for trails, showcasing the incredible impact that trails have on strengthening and transforming communities, and elevating the passionate work of trail supporters and advocates.

*Presentation will be by live video available only at in-person conference, with Q&A to follow

Moderator: TBA

Post Conference Social

  • March 2 – Late Afternoon/Early Evening – Post conference join us and other conference attendees for a beverage and to continue the conversation at The Keg, conveniently located across the street Centennial College Event Centre, 60 Estate Drive, Scarborough

Conference programming, presentations and sessions will cover a variety of topics under the following:

Developing cycle tourism destinations and products
Growing the cycle tourism market through emerging trends
 cycle tourism product and experiences
Serving the cycle tourist market
Measuring the impact on destinations and businesses

Contact info

For more information on the conference, please call 1-866-701-2774 / 416-827-2774 or contact through email

The 2023 Cycle Tourism Conference is Made Possible by the Generous Support of the Following Partners and Sponsors:

Government of Ontario Logo

Lunch Sponsor:

Destination Sponsor:

Gold Spoke Sponsors:

Carbon Spoke Sponsors: