2022 Winter Mountain Biking Campaign

Ride Rocky. It's Rad.

With two mountain bike parks on our doorstep and our sub-tropical climate, Rockhampton is a destination to ride all year around. However, with many southern states closing their trails during the colder months, Rockhampton is ideally positioned to attract mountain biking enthusiasts over winter. 

Advance Rockhampton’s ‘Ride Rocky. It’s Rad’ campaign is a digital campaign aimed at driving visitation amongst mountain bikers living in Queensland, New South Wales and Victoria, increasing our visitor numbers and spend across the region this winter. 

Visitor Profile

Mountain biking tourism is considered one of the fastest growing recreational activities globally, with AusCycle reporting a $136.9 million direct economic impact to Australia, per annum. 

A recent study conducted by AusCycle found that people who travel intrastate specifically for mountain biking will spend on average $1,934.55 on their trip, with interstate visitors spending on average $2,594.10.

Majority of this spend is across airfares, ground transport, meals and beverages, accommodation, retail purchases, bike rental and equipment and spare parts.

Generally, the market is male scewed, with the average rider aged between 30 and 49.

Campaign Toolkit

The purpose of this campaign toolkit is to provide you with everything you need to leverage Explore Rockhampton’s 2022 ‘Ride Rocky. It's Rad’ mountain biking campaign.