Bicycle tourism, from pandemic to sustainability: Terre di Casole Bike Hub project

The outbreak of COVID-19 and the subsequent lockdowns have impelled us to question and reconsider our standards, schedules and lifestyle. One of the market sectors that was most affected by the mobility reduction was tourism. Its demand in 2020 showed indeed a significant change: tourists opted for unusual destinations, presumably less crowded, favouring smaller villages and mountain areas. Moreover, tourists have chosen destinations that feature the possibility to do sports, especially trekking and cycling. Considering these trends, this paper focuses on the bicycle tourism in Italy and analyses its development potential. More specifically, it analyses the “Terre di Casole Bike Hub” project as an example of best practices to promote the territory through cycling, aiming to support the territory recovery in the post-pandemic tourism.