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The Ride The Alps event series gave around 9,000 participants an extra-special cycling experience. Switzerland Tourism ST launched the series in 2018. To put the series together, the marketing organisation acquired existing events that met the predefined criteria. The 2018 series ran from May to September and was advertised both nationally and internationally as part of the summer campaign. This focused on Switzerland as a cycling destination with its unique Alpine passes. In fact, Switzerland has 17 road passes at 2,000 metres or more above sea level. The organisers closed off ten of the most legendary Swiss Alpine passes for one day each so that they could be used exclusively by cyclists. The series of events – which included the “Challenge Davos Festival” and the “Freipass Klausen Pragel” – was particularly suited to cyclists who like to take it easy, as the rides were not timed.
Plenty of positive feedback from participants
For half of the participants, the fact that the roads were closed to traffic was the key reason for taking part. This was according to the surveys that ST carried out among participants after each ride. Just under one-third of the participants stayed overnight in the region for their event. They spent an average of CHF 231 per person. ST therefore brought substantial added value to the rural Alpine regions. The surveys also revealed that nine out of ten participants would come to an event again, and that there is enormous potential for e-bike riders to take part in public rides of this kind on closed roads.