OCTF09 – Program

OCTF09 Logo Reduced

Conference  Speakers


8:00 Registration & Continental Breakfast

9:00 Welcome Justin Lafontaine Director, Ontario Cycle Tourism Forum Transportation Options

9:10 Welcome from the Morning Chair Burkhard Mausberg President Friends of the Greenbelt Foundation

9:20 Opening Remarks: The growing market for cycle tourism in Ontario The Honourable Monique Smith Minister Ontario Ministry of Tourism

9:30 A Quebec Success Story: How to attract $134 million a year Jean-François Pronovost, Executive Director Vélo Québec Association

  • Agenda:
    • What is the market profile of cycle tourism in Quebec?
    • How has La Route verte contibuted to the success of cycle tourism?
    • What are examples of successful cycle tourism products and marketing?
    • How does the funding model for Vélo Québec work?
    • What are upcoming initiatives of Vélo Québec?

10:15 Networking Coffee Break

10:30 Switzerland Case Study: Linking together a national human-powered mobility net work (cycling, mountain biking, inline skating and canoeing) Lukas Stadtherr Co-director, Velobüro Member, Management Board, SwitzerlandMobility

  • Agenda:
    • What is SwitzerlandMobility?
    • What is the breakdown of network users, peaks of activity and revenue?
    • Community partnerships: How to get communities to buy into development
    • What are various funding strategies for the development of infrastructure?
    • How to successfully negotiate private partnerships (ie. Swiss Rail, hotels and restaurants, tour
    • packages, etc.)

11:00 The Netherlands Case Study: The Do’s and Don’ts of developing the market, Eric Nijland, Director, Dutch National Cycling Platform

  • Agenda:
    • What are the growth projections for the cycle tourism market in The Netherlands?
    • How to successfully build a cycle tourism culture in urban and rural areas
    • Overview of service programs: bike rental, luggage transfer, tourism accreditation, etc.
    • Overview of partnerships with national and regional DMOs
    • Integration with train and bus transport – what are cycling tourists looking for?

11:30 Pennsylvania Case Study: How to launch a cycle tourism marketing campaign, Richard Bonds, Executive Director, Pennsylvania Tourism Office

  • Agenda:
    • What are the growth projections for cycle tourism in Pennsylvania?
    • What is the marketing strategy to capture this emerging market?
    • Building a targeted marketing campaign – what are applicable metrics?
    • What are challenges in developing an emerging market?
    • How can cycle tourism boost the overall tourism brand?

12:00 Networking Lunch

1:00 Welcome and Presentation from the Afternoon Chair, Marlaine Koehler Executive Director Waterfront Regeneration Trust

    • Agenda:
      • Overview of the success of the Great Waterfront Trail Adventure 2008
      • What are appropriate business models for cycle tourism products?
      • “Flow-on”: How can cycle tourism be linked with other tourism products?
      • What are the challenges to marketing cycle tourism products?
      • What are the challenges of building and maintaining trails and signage?

1:10 Panel – Routes, Signage, Maps and Information: What are the challenges and opportunities in developing the cycle tourism market in Ontario?

      • Moderator: Marlaine Koehler Executive Director Waterfront Regeneration Trust
      • Councillor Brian Baty Chair Regional Niagara Bicycling Committee
      • Jean Charbonneau Manager, Lands (Quebec and Capital Pathway) National Capital Commission
      • Daniel Egan Manager, Pedestrian and Cycling Infrastructure City of Toronto
        • Agenda
          • What are common challenges in ensuring a consistent and continuous route?
          • What are common challenges with signage, trailheads, zoning, and liability issues?
          • Maps: How to integrate innovations in wayfinding?
          • Trail usage audits – what are reliable indicators?
          • What are strategies for building consensus among regional stakeholders?

2:10 Networking Coffee Break

2:20 Panel – Marketing Programs and Partnerships: What are the promotional strategies, products and services needed to develop the cycle tourism market?

    • Moderator: Michael Lawley Executive Director Muskoka Tourism
    • Leslie Bruce Chief Marketing Officer Butterfield and Robinson Inc.
    • Anne Marie Forcier Executive Director Rideau Heritage Route
    • Pat Macdonald General Manager and CEO St. Lawrence Parks Commission
    • Janice Thomson Executive Director Niagara-on-the-Lake Chamber of Commerce and Visitor & Convention Bureau
      • Agenda:
        • What are the opportunities and challenges in marketing an emerging market?
        • Cycle Tourism Product: What are proven examples of popular products?
        • Marketing Partnerships: What are the opportunities for packages?
        • What are the benefits of developing a cycle tourism destination brand?
        • How does cycle tourism fit into other marketing campaigns and product platforms?

3:20 Networking Coffee Break

3:30 Panel – The path ahead: What are the next steps in the business development of cycle tourism in Ontario?

  • Moderator: Bill Allen, President, Tourism Industry Association of Ontario
  • Marlaine Koehler, Executive Director, Waterfront Regeneration Trust
  • Burkhard Mausberg, President, Friends of the Greenbelt Foundation
  • Jean-François Pronovost, Executive Director, Vélo Québec Association
    • Agenda
      • What is the strategy for developing the cycle tourism market in Ontario?
      • What are the key opportunities, challenges and metrics for development?
      • Who are the key stakeholders for development?
      • What are the key benchmarking organizations outside of Ontario?
      • What are the next steps in developing the cycle tourism market in Ontario?

4:30 Concluding Remarks and Networking Reception