Cyclists Welcome – Tour of Britain inspires Forest of Dean and Wye Valley Tourism to create cycle campaign

Inspired by the Women’s Tour of Britain recently passing through the Forest of Dean, and the upcoming Men’s Tour of Britain coming to Gloucestershire, Visit Dean Wye has created Cyclists Welcome – a UK-focused advertising campaign that asks people to Find their Freedom on two wheels.

The online campaign is designed to attract visitors to the area, whether they’re a family looking for an easy day out, an ebike leisure rider or a hardened MTB or road cyclist.  The thrill of discovering the world on two wheels is tough to beat and in the Forest of Dean and Wye Valley it welcomes all cyclists to some of the most beautiful rides in the UK.

At the heart of the campaign is a short film that showcases awe-inspiring routes for all abilities and the friendly people who run accommodation, attraction, entertainment, food, drink and cycle-related businesses. The video is supported by two mobile-friendly and downloadable guides – a map of places to go, trails to ride, places to eat and stay.

Mark Terry-Lush, director of Forest of Dean and Wye Valley Tourism, the destination management organisation (DMO) for the area, said: “Some do it for the quiet, the freedom, the leisurely pedal. Others do it for the thrills, the speed, the jumps and drops. Cycling is one of the most popular activities in the Forest of Dean and Wye Valley and there are tracks and trails for all ages and abilities.

“When we found out the Women’s Tour was coming though, it was too good an opportunity to miss.  We reached out to our partner businesses and loads of them loved the idea of starring in a campaign targeting people who love to ride.  We will use the video to target people planning to come to the county to watch the Men’s Tour in September – try and attract them to spend a day or longer here before or after the Tour rides through.”

The video can be found on the website and social media channels.

Cyclists Welcome is part of Visit Dean Wye’s Find Your Freedom campaign launched in May 2022.

To find out more here: