Whilst memories of the 1973 austerity – in an Italy without petrol, where horses reappeared in the cities and everyone cycled – have begun to resurface in the minds of those who lived through those days, there are also those who, faced with airline announcements of fuel shortages, flight cancellations and ticket price hikes, are wondering whether or not it is wise to start planning their summer holidays. And if so, how.
Well before the war between the United States and Iran and the closure of the Strait of Hormuz, there were already those who had chosen a cheaper (and more environmentally friendly) way to travel: by cycling. As tourists. In Italy, of course, where last year there were an estimated 49 million cycling tourists, generating an economic impact of over €6 billion.
This is the figure that emerges from the sixth edition of the ‘Travelling by Bike 2026’ report, produced by Isnart-Unioncamere for the Chambers of Commerce’s Tourism Economy Observatory in collaboration with Legambiente. A form of tourism that prefers to spend its holidays on two wheels, along routes surrounded by greenery. But that’s not all: one in two cycle tourists combines the experience with exploring our country’s artistic and cultural heritage, alongside the culinary and wine specialities of our regions. This confirms ‘that the bicycle is a major “catalyst” for tourism which, as such, requires an integrated, multi-product offering’.
The report reveals that cycle tourists are getting younger – with Gen Z’s share rising from 9.3% in 2024 to 17.3% – whilst at the same time becoming increasingly popular among Boomers (14%, up from 8% in 2024). Women account for 47% (up 17 percentage points on the previous year) of users, who report having a medium-to-high income (76%) and, in 42% of cases, a university degree. 36% choose to travel with their partner and family, whilst 17% travel with friends.
When organising their holidays, the new cycling crowd relies mainly on the internet (6 out of 10), where they primarily seek information on routes and promotional offers. Their average daily expenditure per person on accommodation is around €69, plus €91 on other goods and services at their holiday destination. Their destinations are mainly visits to historic town centres, trips to the seaside and lakes, as well as food and wine tastings (with an average daily spend per person in restaurants of €22 and €10 on typical local products). Spa and wellness services are also on the rise. One in two cycle tourists shares their experience on social media.
The report also analyses the Italian bike-hire market: the trend is towards a so-called ‘multi-location’ model, with companies expanding their network of service points (a 47% increase), thereby strengthening their offering and its geographical coverage to meet steadily growing demand.
