With our gravel expert Vanesa Gorgal and the know-how of Allegra Nordics we develop gravel experiences throughout Europe. From Graubünden to Iceland and Finland, several success stories have been already written. The experience we’ve gained in the Nordic countries—where gravel cycling is a well-established part of the tourism scene—are directly incorporated into our projects and concepts.
Foreword: Every destination has its own unique set of conditions. Some regions already have an established cycling infrastructure, while others are still in the early stages of development. Our task is to build on existing strengths and, with a clear strategy and strong partners, develop an authentic and competitive gravel cycling offer.
The following three development steps, with practical examples, illustrate exactly how this path leads to a winning overall experience. Let’s go:
1. Potential analysis:
Where are the opportunities for gravel?
Not every destination has to become a purely gravel destination. Often, the greatest opportunity lies in integrating gravel into the existing tourism offer in a meaningful way.
In the potential analysis, we therefore consider not only existing MTB trails or bike lanes, but the entire cycling ecosystem of a region. We analyze infrastructure, landscape, target groups, market potential, existing offers, and opportunities for tourism development.
Gravel riding often opens up new perspectives, especially in remote regions. While traditional mountain biking infrastructure sometimes requires significant investment, existing paths and roads can be used for attractive gravel riding experiences. This creates new tourism opportunities with relatively little infrastructure investment.
Together with tourism organizations, service providers and public partners, we answer the central question:
Does gravel fit into your destination? If so, what potential can be exploited?
Potential analysis for Graubünden
Inspiration close to home is worthwhile. With its rich cultural heritage, stunning landscapes, and history shaped by significant agricultural use, Graubünden offers ideal conditions for unforgettable gravel riding experiences. It's no wonder that we, as part of Graubünden Bike, have taken a closer look at the potential of gravel.
2. Concept development:
Turning Potential into Strategy
One or two well-signposted routes are usually not enough to generate significant tourist flows. Similarly, there may already be many routes, but without a compelling overall concept, it just doesn’t add up. Visitors don’t travel just for good gravel routes—they’re looking for unique experiences, a sense of adventure and freedom.
That is why, based on the analysis, we develop a concept with a clear methodology:
Together with the destination, we define:
- What are the goals of the gravel concept?
- Which target groups should be addressed?
- What role does gravel play in the tourist positioning?
- What experiences and products are necessary to generate demand?
Some regions are specifically positioning themselves as gravel destinations. In others, gravel riding is becoming an important part of a diverse range of outdoor activities. Both approaches can be successful; the key is choosing the right strategy.
Concept development in Iceland
Few countries offer as much untapped gravel potential as Iceland.
Iceland is currently experiencing a boom in popularity. However, these tourist flows are not evenly distributed, but rather concentrated in certain seasons and hotspots. One of the challenges lies in better managing these flows and distributing the added value accordingly.
With exactly this objective in mind, we carried out a cycling and mountain bike potential analysis in the Northwest region. This comprehensive analysis has provided a clear picture of the current situation and generated valuable insights that have been then integrated into a business model and an action plan.
3. Product development:
Creating experiences that delight guests
An important step takes place during product development. Once the routes have been defined as the foundation of the overall experience, services and identity are developed.
Together we create:
- attractive gravel experiences
- suitable services along the customer journey
- A marketable brand concept
- A clear sales plan
Product development in Ruka-Kuusamo
How about discovering the land of the happiest inhabitants by gravel? In Ruka-Kuusamo, Finland, we developed a marketing strategy based on a gravel route concept, including branding, personas, channels, a roadmap, and integrated key stakeholders into the development process. By the way: The vastness of Finland may seem remote at first glance. But in fact, Ruka-Kuusamo is just a few hours' flight from Zurich.
Ask VANESA
Hardly anyone at ALLEGRA is as deeply involved in this topic as our tourism and mobility expert, Vanesa Gorgal. Together with our teams in Switzerland and the Nordic countries, she helps destinations turn the potential into authentic gravel experiences. Her work demonstrates how gravel roads can lead to successful destinations.
