Research by Millward Brown Ulster reveals the importance of the Ballyhoura Mountain Biking Trails in generating €2.5m for the local economy.

In August this year, Fáilte Ireland in conjunction with Coillte and Ballyhoura Fáilte commissioned Millward Brown Ulster to undertake an extensive research project to investigate the potential return on investment of the Ballyhoura Mountain Biking facilities located in North Cork & East Limerick.

A quantitative strand of the research project was implemented to examine the profile of current mountain bike trail users as well as their motivations, satisfaction and expenditure levels.

The research revealed that respondents were passionate about mountain biking, even though some admitted they had ‘stumbled upon’ it as a hobby.

They commented that they never imagined embracing it so openly, but their enthusiasm, and indeed for some reason, addiction, grow with every outing.

"Getting out into more remote areas, covering more ground than you can walking in the day. The adrenaline rush of the descents, but also working hard on the climbs to enjoy them" states one respondent.

The research results speak directly to the mountain bike centre infrastructure available within. The most important reasons for attending Ballyhoura for mountain biking were identified as the quality of trails, followed by location, then the surrounding area, on site facilities and finally local tourist attractions.

However, 10% cited a competition as their main motivator for attending the Ballyhoura Mountain Bike Trails. 63% of these visited the Single Speed World Championship (SSWC) with a third (33%) visiting other events, including the Ballyhoura Blitz, the National Marathon Championships and the Beast of Ballyhoura.

Nicola Mac Leod, World Champion Adventure Racer, comments:

"I was lucky enough to take on the 'Beast of Ballyhoura' race in 2011. The race was great: tactical but hard. I'm at home on the mountain bike and this was my first introduction to Irish riding. The Ballyhoura trails are world class! I couldn't believe the quality of the biking. Mile after mile of outstanding mountain and forest track: a mixture of technical, swoopy, beautifully designed trail with views to match. I can't wait to come back."

The Ballyhoura Mountain Bike Trails were designed as an enthusiast bike riders dream with 5 world class trails, 91 km in total, of way marked routes using a combination of forest roads and newly built single track trails.

The trail system was designed by the world’s leading trail designer Dafydd Davis, who has designed some of the most exciting and challenging trails known to mountain bikers across the globe.

The quality and standard of the trails are being reinforced by the increased interest of number of high profile mountain biking events interested in using the Ballyhoura Mountains in the coming years. With the MTB Marathon Elite European Championships 2014 being held in the Ballyhoura region, this event will attract top riders to the area and will increase the profile of the trails and local area.

The current average spend of visitors is approx. €50 per person. This amount is spread across the areas of accommodation, food and drink, bike hire and shopping amongst others. With over 45,000 visitors to the Ballyhoura Region so far this year, the revenue potential is currently over €2.5m. With the increase of number in International events, it is forecasted that the Ballyhoura Mountain Biking trails can be successful in generating an additional €1.5m from events alone in the coming year.

Some of the Key Findings From the Survey Include:

• Overall satisfaction with the Ballyhoura Mountain Bike Trails was almost universal with 95% stating that they were either satisfied or very satisfied.
• 99% of visitors would be either likely or very likely to recommend the Ballyhoura trail to friends or family.
• The overwhelming majority of visitors to the Ballyhoura mountain biking trails were male (91%) and from Ireland (90%).
• 80% of respondents were aged between 25 and 44 and 13% were ages 45 and over.
• More than half (54%) of all domestic visitors to the Ballyhoura mountain bike trails came from counties Limerick and Cork.
• 73% of all those on holiday or visiting friends and relatives spent between one and three nights in the Ballyhoura Region.
• Most important was identified as quality of trails, followed by location, then the surrounding area, on site facilities and finally local tourist attractions.

The trails have shown a 30% increase in visitor numbers each year since they opened three years ago, if this trend continues for 2012 the local economy can expect to see close to €4.5 million generated in the area.

Niall Davis of Biking.ie says "The Ballyhoura mountain bike trails are an amazing free facility, action packed fun for all. Whether you're a battle hardened biker or just looking to try something different, the bike trails are designed to challenge and thrill all levels of ability. Recommended."

Biking.ie are Ireland's biking experts:

• 13 times Irish National Mountain Bike Champions
• Single Speed World Champion
• World Cup and World Championship racers
• Syndey Olympian in Mountain Biking
• MBLA Mountain Bike Guides
• Mountain Bike Commissaires

The Ballyhoura Region also boosts the highest density of National Looped Walks & Way Marked Ways in Ireland, at approx. 1500km & hosts the oldest Walking Festival in the Country, The Ballyhoura International Walking Festival which is on the May Bank Holiday weekend each year and attracts over 1000 participants.

A Failte Ireland recognised Adventure & Activity Hub, Cycling Hub & Heritage Hub the region excels in outdoor activities & is also host to the Beast of Ballyhoura.

The Beast of Ballyhoura Adventure Weekend takes place over the August Bank Holiday Weekend.

The event features the Beast of Ballyhoura Adventure Race, a uniquely Irish 36 hour non-stop race across the ancient & magical surroundings of counties Cork, Limerick & Tipperary. Mixed teams of four mountain run, bike, kayak, abseil, orienteer & shoot, navigating the best route to win.

Prepare to meet your demons during this event designed to push each team to their limits. The Beast of Ballyhoura incorporates the All Ireland Inter Services Challenge to unearth Irelands toughest service men and women.

Further information – Fergal Somers, Manager, Ballyhoura Failte, Kilfinane, Limerick

Phone: +353 63 91300

Email: fsomers@ballyhoura.org