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While I have written about biking in the not so recent past, I bring it up again as I am aware of many communities wrestling with this rising and healthy sport.  As with anything worth having, it comes with growing pains and a need to work together to solve any issues. But as many smart communities that have learned to work together, they have benefitted immensely by doing so. Rural communities and regions across the country are struggling in many ways, finding ways to reverse these trends is imperative.  In the rolling hills of rural America, bicycles are becoming powerful engines of economic revival. Small towns once facing economic decline are discovering that two-wheeled tourism can breathe new life into struggling communities.

Take Emporia, Kansas, home of the legendary Unbound Gravel race. This 200-mile grueling bicycle event has transformed the town of just 25,000 residents into a global cycling destination. During the annual event, the local economy swells with over 2,000 cyclists and support teams totaling well over 10,000 flooding the community. Local hotels sell out, restaurants experience peak revenues, and businesses report substantial economic impact, with estimates suggesting the event generates over $4 million annually.

Similarly, Copper Harbor, Michigan, a remote community in the Upper Peninsula, reinvented itself through mountain bike tourism. By developing an extensive trail system and hosting national mountain biking competitions, the town has attracted outdoor enthusiasts from across the country. What was once a declining logging and mining region now sees substantial tourism revenue, with bicycle-related economic activities generating an estimated $1.5 million annually.

Contrast these above success stories with communities that resist bicycle tourism. Some rural municipalities take the view that cycling events are disruptive, they are concerned about road usage, they don’t want potential traffic interruptions and perceive there is minimal economic returns. These towns and communities often maintain traditional and even outdated economic development strategies, missing opportunities to diversify their revenue streams.  While they are trying to avoid these events, others have embraced them and benefit economically.

The economic benefits extend beyond event weekends. Communities that embrace cycling infrastructure create year-round attractions. Permanent bike trails become magnets for recreational tourism, attracting cyclists, families, and outdoor enthusiasts during multiple seasons. Towns like Bentonville, Arkansas, have completely transformed their economic landscape by investing in world-class mountain biking trails, attracting international mountain biking competitions and becoming a global cycling destination.

Successful bicycle tourism requires strategic investment. This means developing comprehensive trail systems, creating cyclist-friendly infrastructure, training local businesses in hospitality, and marketing the community as a cycling destination. Municipalities that view these investments holistically see the most significant returns.

Economic data consistently demonstrates the potential. According to the Outdoor Industry Association, bicycle tourism generates approximately $96.5 billion in national economic activity annually. Rural communities that strategically position themselves can capture meaningful portions of this growing market.

However, successful bicycle tourism isn't just about infrastructure. It requires community commitment. Local governments must collaborate with cycling organizations, invest in trail maintenance, develop supportive policies, and create welcoming environments for cyclists.

The social benefits complement economic gains. Bicycle events bring diverse groups together, create community pride, and offer opportunities for local volunteers and businesses. They transform perceptions of rural communities from declining regions to dynamic, innovative spaces.

Not every community will become a cycling destination, but those willing to reimagine their economic potential can find remarkable opportunities. By viewing bicycles not as recreational accessories but as economic development tools, rural towns can pedal toward sustainable futures. The message is clear: in an era of economic uncertainty, sometimes the path to prosperity is just two wheels wide.

John Newby is a nationally recognized Columnist, Speaker, & Publisher. He consults with Chambers, Communities, Business & Media. This column appears in 60+ newspapers and media outlets. As founder of Truly-Local, he assists chambers, communities, media, and businesses in creating synergies that build vibrant communities. He can be reached at: John@Truly-Local.org.