In 2025 cycle tourists generated almost 49 million overnight stays in Italy, with an economic impact on local areas of 6.4 billion euros. These are the figures from the report “Viaggiare con la bici 2026” by Isnart-Unioncamere and Legambiente, produced with Bikenomist. Many of these travellers don’t bring their bike from home: they rent one once they arrive at their destination. Rental is one of the most important links in the cycle tourism supply chain, and also one of the ones we know least about.
Why opening a bike rental business pays off
There are almost 800 bike rental businesses operating in Italy, a number that has remained stable since 2019. Over the same period, however, rental outlets have grown by 47% and today number more than 1,600. People in this line of work are opening new locations and moving to where cycle tourists pass through: a sign of a sector that is doing well and investing.
Spending is heading in the same direction: on top of accommodation, in 2025 cycle tourists spent an average of 91 euros a day on local goods and services, compared with 70 the year before. The share of women (47.1%) and Gen Z (17.3%) is also growing, an audience that often doesn’t own a touring bike and looks for one on site. There are plenty of levers for growth: more customers, pricing, a longer season, logistics (delivery to hotels, one-way rentals along cycle routes), and partnerships with accommodation providers and tour operators.
A market still in the dark
Very little is known, however, about how these businesses operate. There is no public data on the average price of a day’s rental, the share of e-bikes in fleets, the length of the season or how many times a year a bike is actually rented. Those who run a rental business make decisions without any benchmarks, and those who would like to open one see a market that seems riskier than it really is.
To fill this gap, Bikeitalia and the Cycle Tourism Show are putting together the first “State of Bike Rental in Italy” report, covering average prices, fleet composition, the share of e-bikes, seasonality and differences between regions. It will be presented on 19 March 2027 on stage at the Cycle Tourism Show in Padua.
What you’ll find at the Cycle Tourism Show
The Cycle Tourism Show is where the whole supply chain comes together. The 2026 edition welcomed 27,000 visitors, 268 exhibitors and co-exhibitors from 20 countries and more than 5,000 professionals. For 2027, from 19 to 21 March, more than 300 exhibitors and over 60 international buyers are expected.
For those who work in bike rental, or want to get started, it’s a chance to meet, in just three days, Regions and DMOs investing in cycle routes, accommodation providers looking for services for their guests, tour operators, and bike and e-bike manufacturers to renew your fleet with. Friday is reserved for trade professionals, with meetings, training and the presentation of the report. At the weekend the public arrives: 72% of visitors have already been on a cycling holiday and 81% plan their next destination right at the Show.
Do you run a bike rental business? Take part in the report
The report is based on figures from the people who actually do bike rental. If you run a bike rental business, fill in the questionnaire: it only takes a few minutes and the data will be processed in aggregate, anonymous form. You’ll contribute to the first national picture of the sector and be able to compare your business with the Italian average.
Fill in the questionnaire on the state of bike rental in Italy
