Last week in Girona, Spain, the Adventure Travel Trade Association (ATTA) joined leading voices from across Europe’s cycling and tourism industries to chart the future of cycle tourism at the ninth edition of Sea Otter Europe, one of the world’s premier cycling festivals.
While Sea Otter Europe is known for drawing tens of thousands of cycling enthusiasts, the event’s Connect Cycle Tourism Conference served as the professional hub where more than 100 destination leaders, tour operators, retailers, and mobility experts came together to discuss how the sector is evolving amid shifting traveler behaviors and rapid technological innovation.
ATTA Ambassador Monica Malpezzi Price Brings Research-Driven Insights
A key highlight of the conference was the presentation delivered by Monica Malpezzi Price — ATTA Ambassador, co-owner of Bike Plus (USA–Italy), and President of ActiveItaly, an ATTA Association Partner. Malpezzi Price discussed findings from a State of Cycle Tour Operators study alongside fresh insights from the 2025 Adventure Travel Market Sizing Report.
Monica’s session, powered by ATTA research, also explored how new technologies are streamlining bookings, changing search-engine visibility, and redefining the relationships between tour operators, platforms, and travelers.
“Artificial intelligence is already changing how suppliers, operators, and travelers interact,” Malpezzi Price told attendees. “We’re seeing it in everything from personalized trip planning tools to automated customer service and even in how products appear in search results or how inventory is managed and distributed online. These developments are fundamentally redefining the traditional tour operator model — and the rules of distribution in the cycling travel sector.”
Her presentation underscored that for tour operators and destinations alike, embracing these tools is no longer optional if they wish to remain competitive in a fast-evolving market.
Festival Marks Record Attendance and Expands Professional Programming
This year’s Sea Otter Europe demonstrated why Girona has become a European cycling capital. The festival set new records with more than 70,000 visitors, over 500 brands exhibiting, and more than 6,000 riders participating in events.
While the festival buzzed with consumer energy, the Industry Connect and Connect Cycle Tourism conferences carved out a vital space for B2B learning, exchange, and networking. The second edition of the Connect Cycle Tourism Conference hosted over 100 participants for a full day of case studies, panel discussions, and business development sessions designed to strengthen Europe’s cycle-tourism ecosystem.
Key Themes and International Perspectives Included:
- Trends in Cycle Tourism Demand: Rémi Laffont of Chez Octave Tourmalet (France) discussed evolving traveler expectations and motivations.
- Destination & Infrastructure Planning: Presentations from EuroVelo Spain and Green Ways Girona Costa Brava illustrated how regions are investing in dedicated routes and support services to make cycling a cornerstone of their tourism offers.
- Synergies Between Mobility and Tourism: Panels explored how light-mobility solutions — including shared bikes, intermodal transit links, and smart parking — are becoming integral to destination strategies.
- Marketing & Promotion in the Digital Age: Representatives from Toerisme Vlaanderen – VISITFLANDERS and Ángeles Alonso-Misol Gerlache examined the role of tech-driven SEO, evolving storytelling techniques, and content creation strategies that enhance destination branding.
- Evolution of Bike Retail: Lee Comerford of Eat Sleep Cycle described the ongoing shift “from selling bikes to selling services,” with retailers diversifying into guided tours, rentals, and packaged cycling experiences.
- AI and Distribution Challenges: Monica Malpezzi Price’s session, powered by ATTA research, explored how new technologies are streamlining bookings, changing search-engine visibility, and redefining the relationships between tour operators, platforms, and travelers.
Strengthening an International Community
Organizers of Sea Otter Europe noted that the feedback from participants reflects a growing appetite for internationalizing the conference further and expanding opportunities for B2B networking.
The ATTA appreciates Sea Otter Europe for the invitation and to all the speakers and attendees who contributed to the lively, forward-looking conversations that defined this year’s conference. A big thank you to all speakers, participants, and partners for making this a standout edition.
“The Connect Cycle Tourism Conference continues to prove the value of bringing the bike industry together with tourism leaders,” Malpezzi Price said. “When we align expertise from both sides, we accelerate innovation and create better experiences for travelers while supporting the destinations and communities that host them.”
The discussion around the future of cycling tourism will continue within the Cycling Tourism space on ATTA’s MemberHUB, where members can access resources and continue the conversation sparked in Girona.