What if a bike ride completed at home could be the first step toward a real trip? That is the question explored by recent research published in the Italian Journal of Marketing on virtual cycling and tourism, a timely topic as destinations search for new ways to reach travelers earlier in their decision journey. Focusing on non-immersive virtual cycling experiences delivered through screen-based platforms, the study examines whether features such as vivid visuals and interactive controls can make users feel psychologically present in a destination and, in turn, more likely to want to visit it in real life.

The study, conducted by Giacomo Del Chiappa, Marcello Atzeni, and Md Salumun Rashidin, analyzes survey data from 232 individuals who took part in virtual cycling experiences across different locations. Its findings show a clear pattern: when virtual rides are more vivid and interactive, users experience stronger telepresence, which increases flow, satisfaction, and ultimately two outcomes that matter greatly to managers—word of mouth and willingness to visit the destination physically. In other words, well-designed virtual cycling experiences can do more than entertain; they can actively support destination branding, awareness building, and future demand generation.

For tourism boards, destination marketers, and local operators, this matters because virtual cycling appears to work as a practical bridge between digital engagement and on-site visitation. The managerial implication is not simply to “go virtual,” but to design virtual experiences carefully: high-definition scenery, realistic route details, immersive sound, intuitive navigation, and interactive points of interest all help transform a remote ride into a persuasive preview of place. The study also suggests that virtual cycling can be even more effective when directly linked to booking pathways and partnerships with local tourism businesses. Below, the authors explain what these findings mean for tourism managers and how destinations can use platforms such as Zwift or Rouvy to turn online riders into future visitors.

How can tourism managers use virtual cycling platforms like Zwift or Rouvy to make their destinations more appealing to potential visitors who haven’t traveled there yet?

Virtual cycling platforms act as a digital gateway to the physical world, allowing users to experience destinations firsthand and transforming a remote preview into the inspiration for their next real-world adventure.

To maximize this, practitioners should design routes that showcase authentic scenery, local culture, and unique regional identity. Integrating storytelling, historical landmarks, and immersive local sounds creates a deeper emotional bond. Virtual cycling should, therefore, be considered more than mere entertainment; it is a strategic destination marketing tool capable of boosting awareness and driving future visitation among global audiences.

What simple changes to virtual experiences, like better visuals or more interactive features, would you recommend to destination marketers to encourage people to book real trips?

Our study suggests that two elements are especially critical: vividness and interactivity. Even incremental improvements in these areas can significantly increase user satisfaction, word-of-mouth dynamics, and travel intention. For instance, destination marketers should prioritize high-definition visuals, realistic road textures, panoramic scenery, and immersive soundscapes—such as ocean waves, birdsong, or local traditional music. These details strengthen the sense of realism and emotional immersion.

Interactivity is equally vital. Allowing users to choose their own routes, adjust viewpoints, explore nearby attractions, or click on cultural landmarks for information enhances engagement and the ‘flow’ experience. Gamified features, such as achievement badges, group rides, or virtual challenges, can further encourage repeat participation. Crucially, marketers should integrate direct booking links, local accommodation offers, or cycling tour packages within the virtual experience itself. This creates a seamless transition from online exploration to actual travel planning, effectively converting virtual interest into real-world bookings.

In what ways can local businesses, such as hotels or bike tour companies, partner with virtual cycling apps to turn online riders into paying customers?

Local businesses can transform virtual riders into real customer and visitors through strategic partnerships with virtual cycling platforms. Hotels, restaurants, bike rental companies, and tour operators can sponsor virtual routes that feature their locations, integrating clickable promotional content directly into the ride. For instance, a cyclist virtually traversing Tuscany could receive real-time offers for guided tours, vineyard experiences, or hotel discounts linked to that specific route.

Businesses can also launch ‘ride-to-visit’ campaigns, where users unlock exclusive travel rewards after completing specific virtual challenges. This approach directly bridges the gap between digital engagement and tangible economic outcomes. Additionally, local providers can host live virtual events, seasonal competitions, or community rides to foster destination familiarity and a sense of belonging. Our findings indicate that satisfaction and the ‘flow’ experience are the primary drivers of word-of-mouth and visit intentions. Therefore, partnerships should prioritize creating enjoyable, emotionally resonant experiences that encourage riders to share their journey online and, ultimately, book their trip in the real world.

Based on your findings, how should tourism boards measure the success of virtual cycling campaigns in boosting awareness and bookings?

Tourism boards should evaluate virtual cycling campaigns using a balance of engagement metrics and behavioral conversion indicators. While traditional measures like website traffic or social media impressions are useful, our findings suggest that psychological engagement is equally vital. Campaigns should assess how deeply users experience telepresence, enjoyment, and emotional immersion during their virtual ride.

Practical indicators of success range from ride completion rates and repeat participation to average session duration, route-sharing behavior, and social media mentions. Beyond these engagement metrics, tourism boards should track destination-specific actions, such as clicks on booking links, downloads of travel itineraries, and direct inquiries regarding accommodation or cycling tour packages integrated into the virtual route. Crucially, success should not be measured solely by immediate bookings. Virtual cycling often functions as a brand-building and intention-forming tool. Therefore, long-term indicators—such as increased destination familiarity, a stronger brand image, and future travel planning behavior—are the true measures of a campaign’s ultimate effectiveness.

Copertina: Image by Jolanda L from Pixabay