Title – Name
Strade di Siena
Scope / Sector / Industry
Cycling – Slow Tourism
Country / Region
Italy, Tuscany Region, City of Siena
Why is it good practice?
The Municipality of Siena, in collaboration with municipalities in the surrounding area and the Tuscany Region, joined forces to develop a renowned cycling network aimed at promoting and enhancing rural tourism. Organized cycling tourism in the area began in the early 2000s as one of the projects that emerged from the “Terre di Siena Slow” initiative. This initiative was developed through the signing of a memorandum of cooperation, in which 32 municipalities and the Region, led by the Municipality of Siena, united to develop slow tourism in the Siena area. As part of this initiative, the Municipality of Siena developed the “Strade di Siena” project with the goal of expanding cycling tourism. To create immediate economic benefits, the Municipality decided to establish a business network to support companies involved in cycling tourism. The idea was based on the notion that the tourism industry is primarily characterized by a system of small businesses that require cooperative solutions to become more competitive in the market.
How is it applied?
The Municipality of Siena, in collaboration with municipalities in the surrounding area and the Tuscany Region, joined forces to develop a renowned cycling network aimed at promoting and enhancing rural tourism. Organized cycling tourism in the area began in the early 2000s as one of the projects that emerged from the “Terre di Siena Slow” initiative. This initiative was developed through the signing of a memorandum of cooperation, in which 32 municipalities and the Region, led by the Municipality of Siena, united to develop slow tourism in the Siena area.
The creation of the Network started with the preparation of a marketing plan to assess its economic viability. The process was accompanied by activities aimed at communicating with interested businesses, such as a website, information events, meetings with trade associations, and both group and individual meetings. At the end of these participatory activities, 52 expressions of interest from local businesses were collected for joining the Network.
Today, the “Strade di Siena” Network promotes:
A) Cycling Routes: The project website features a variety of cycling routes for visitors. These routes are accompanied by essential information for visitors, such as route length, type of road, gradients, difficulty level, and additional information such as accommodation, attractions, info points, and bicycle services.
B) Accommodations: The “Strade di Siena” Network also promotes specific accommodation options capable of offering the best services to cyclists.
Businesses wishing to join the Network can submit an expression of interest, provided they meet the requirements of the technical regulations available on the project’s website. The technical regulations are strict and based on international experience to ensure adequate services.
After applying, an on-site inspection is conducted with experts to evaluate the business. Once certification is obtained, the accommodation is included on the website and in routes passing nearby, and it is promoted through the initiative’s marketing efforts. Joining the Network does not incur any participation cost, as it is entirely promoted by public entities covering the initiative’s expenses.
Each year, training seminars are conducted for interested businesses by the Municipality, in collaboration with industry experts.
Mandatory services provided at all Network accommodations include:
- Bicycle storage
- Workshop for repairs/maintenance
- Cleaning area
Other optional services that may be offered include:
- Laundry service for clothes and equipment
- Overnight stays for a single night
- Breakfast suitable for cyclists
- Repair supplies for a fee
- Technical assistance from a reliable mechanic
- Reliable spare parts store
- Information corner with printed maps of the routes
- First aid medical equipment
Additional optional services to enhance the experience:
C) Other Services: The “Strade di Siena” initiative also provides information on:
- Bicycle rental companies
- Bicycle repair businesses
- Guided tour services by environmental guides
- Info points for tourist information
- Travel agencies with organized tours
D) Bike-Friendly Wineries: In developing cycling tourism, the “Strade di Siena” initiative collaborated with the Movimento Turismo del Vino Toscana (an NGO promoting local wineries) to create the first network of wineries offering specific services tailored for cycling tourists. These services include:
- Free water and access to rest areas
- Equipment for inflating bicycle tires
- Charging points for electric bikes and electronic equipment
- Universal charger for smartphones
- Free Wi-Fi access
- Updated list of nearby bicycle repair shops
E) Hiking Trails: To support slow tourism, the initiative also promotes walking routes. One of the recommended routes is “Walking for a Longer Life,” consisting of an urban trail network and a suburban trail developed by the Municipality of Siena in collaboration with the Department of Medical, Surgical Sciences and Neurosciences at the University of Siena. The routes display the relevant walking times and estimated calories burned, allowing everyone to appreciate the benefits of regular walking.
F) Dog Trekking: To support slow tourism, the initiative recommends the same walking routes for visitors accompanied by their pet dogs. In this case, instructions are provided for preparing the dog and its backpack, safety guidelines during the route, and suggested dog-friendly accommodations.
G) Horseback Riding: Siena also hosts several riding schools that organize walks and hiking with horses. Horseback riding services are part of the Network.
Where is it applied?
The “Strade di Siena” initiative is aimed at all visitors without exception and has benefited the local communities of the Tuscany Region. Members of the Network that benefit from the initiative include bike-friendly accommodations, bicycle rental and repair businesses, cycling route guides, experts participating in training seminars, travel agencies, wineries, and local producers.
When did it applied?
The “Strade di Siena” initiative started in the early 2000s.
Results
In 2022, Lonely Planet ranked Siena first on the list of the 10 best places for cycling holidays. In 2023, the Global Sustainable Tourism Council included “Strade di Siena” as one of the good examples of sustainable rural tourism in Italy.
Other Information
In the world of cycling, Siena is known for the Strade Bianche cycling race. First held in 2007, the event takes place annually in early spring. It is part of the Union Cycliste Internationale (UCI) World Tour, the highest level of professional road cycling races.
In 2021, the Siena City Council decided to launch an intangible promotional card called the “Strade di Siena Card.” Through this card, citizens and tourists can benefit from discount coupons to spend on economic activities included in the “Terre di Siena Slow” project. The card aimed to boost the local economy, which had been impacted by the COVID-19 pandemic.
Official site of Strade di Siena: https://stradedisiena.it/en/
