The Adventure Travel Trade Association is launching its first event designed specifically for cycling the industry. AdventureCYCLE, a full-day program focused on the business of cycling tourism, will take place in Bentonville, Arkansas, USA, immediately following AdventureELEVATE North America (20–22 April 2027). Through keynotes, industry-leader panels, and interactive peer-to-peer sessions, the day brings together tour operators, guides, and the wider cycling industry to work on the challenges and opportunities shaping the sector.
Designed Around What Cycling Tourism Needs
Cycling is one of the most dynamic segments of adventure travel, and the businesses that run cycling trips face a distinct set of opportunities and challenges, from managing e-bike fleets to meeting growing demand for self-guided travel. AdventureCYCLE was developed with those operators. The concept took shape at the Adventure Travel World Summit 2026 in Québec, where cycling professionals from around the world gathered to discuss the future of the sector and what a dedicated event should offer.
In Québec, operators said they gain the most from direct connections with peers and partners, so interactive, small-group work is the focus of the program rather than a long series of presentations. They also described an ideal day that combines a great destination with good food and meaningful conversation among people who share a passion for cycling travel. AdventureCYCLE is built to deliver that balance of business and passion.
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A Global View of Cycling Tourism
Cycling tourism spans a wide range of products, and AdventureCYCLE is designed to reflect all of them. The program covers road cycling, touring, gravel, and mountain biking, along with the e-bike variations that now run across each of these categories. It also brings in the industry ecosystem that supports operators, including self-guided technology, fleet management, and gear and equipment brands. This global, product-wide approach allows operators working in very different corners of the sector to learn from one another in one room.
The Program
The day opens with a keynote panel of industry leaders and closes with a keynote on the power of cycling tourism. In between, participants will take part in two peer-to-peer accelerator sessions, using the same small-group format that operators responded to in Quebéc, with takeaways shared across the room. Dedicated panels will focus on self-guided tours and on e-bikes.
Topics will include difficulty grading and shared industry definitions, operating in extreme weather, safety and risk management, bike and battery management, e-bike sourcing and fleet renewal, and the need for better data on cycling traveler demand. The event will be structured around content and intentional networking, so participants can spend the day working on the sector together.
Riding in Bentonville
Bentonville has become one of the most recognized cycling destinations in the United States, and AdventureCYCLE is designed to let participants experience it first-hand. Every ticket includes a full-day pass to the Oz Trails Bike Park, alongside a coffee break, lunch, and a closing Cycling Cocktail where the conversations of the day can continue.
Registration and Pricing
Tickets are $500 for ATTA members and $700 for non-members, and attendance is limited to 150 participants. AdventureCYCLE can be added to an AdventureELEVATE North America registration or purchased on its own. Venue details and the full speaker lineup will be shared in the coming months.
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Part of a Growing Cycling Initiative
AdventureCYCLE marks the starting point of a broader ATTA cycling initiative intended to grow into a dedicated community for cycling professionals, with additional resources and services over time. This work connects to ATTA's upcoming 2027 cycling tour operator research and its ongoing development of activity best-practice frameworks, including for mountain biking and road biking. Together, these efforts aim to give the cycling community the shared knowledge, standards, and relationships it has asked for, and to support the continued growth of cycling tourism in the way our community would want.