The Lugano region had already done considerable groundwork in the area of mountain biking and was therefore in an advanced stage of the overall development process to become a successful bike destination. Since the initial steps around 2015, an extensive and established network of trails has been built and consolidated. We are talking about more than 400 kilometers of mountain bike trails with 25 routes distributed throughout the entire area.
What was the goal of the Lugano region tourism association?
Building on the existing infrastructure, product development should be accelerated to create attractive bike experiences.
Product development aimed at creating a holistic cycling experience involves working on three levels. In this particular case, however, two areas were the main focus:
Services and identity.
Services create added value for the region, while a clearly developed identity helps to secure the long-term attractiveness of the destination.
Mountain bikers generally have above-average purchasing power. At the same time, they are willing to spend money if the overall experience meets their expectations. These expectations were therefore the focus of the analysis.
Our ALLEGRA approach
The methodology we used to support our client in achieving their goals began with an analysis of the existing system and socioeconomic trends. This allowed us to gain initial insights into potential areas for improvement. Subsequently, selected routes were examined from different perspectives. Based on the findings, we identified the existing potential and translated it into an action plan.
The aim was to further develop the bike offering in a structured manner and to align it with the strategic direction of the destination.
The Lugano region is a destination where outdoor activities and leisure fun blend perfectly.
Ask VANESA
Is your biking destination about to take its next step in development or is it just beginning its journey? Then write Vanessa. Together we'll discover how paths become real experiences and how your region can become a convincing bike destination in the long term.
Speaking of Lugano…
Our trail crew created two new trails here in the summer of 2025: Monti Motti and Bassa di Cardada. Reading articles, getting inspiration & planning a trip: Makes you want to see more of Lugano.
Bassa di Cardada Trail
Red Tech Trail with style elements:
The Bassa di Cardada combines technical skill, active line choice and creative driving style – above Lake Maggiore.
Monti Motti Trail
The ALLEGRA Switzerland trail crew has transformed a historic hiking trail into a unique shared trail for hikers and mountain bikers, combining red riding level with some black elements.
