Bike Kingdom won the Tourism Award in the "Innovation" category. The jury explained its decision as follows: "Over the years, the Lenzerheide vacation region has promoted biking, developed the strategy further and has now set another highlight with the app. The topic has been consistently implemented, anchored in the region and all stakeholders are fully integrated. Bike Kingdom combines technology, nature and a live experience". The Lenzerheide vacation region is the first destination ever to launch its own app just for bikers, which transforms the mountain into a virtual playing field. "A digital companion to the overall Bike Kingdom experience", it continues.

"They show that we have achieved exactly what we set out to do. We wanted to become the 'next level mountain bike destination' and this is exactly how the Lenzerheide vacation region is now being perceived - just one season after its launch." Marc Schlüssel, project initiator and marketing manager of Lenzerheide, comments on the award. However, it is above all thanks to a strong team effort by the employees of Lenzerheide Marketing und Support AG, the partners and agencies and the service providers of the Lenzerheide vacation region. Special mention should also be made of the company Creative Intelligence Society, with whom Lenzerheide developed and implemented the strategy and concept for all central measures.

Review of the opening season

The YouTube clip "The Legend of Tommy G", produced by Anthill Films and filmed in Bike Kingdom Lenzerheide, reached over one million views just two weeks after its launch. It was the starting signal for a summer season that hardly anyone would have expected just a few weeks earlier. "We have to be honest: The mountain bike boom that we experienced in the 2020 summer season is not just to do with our destination strategy and the corresponding marketing measures - but definitely also," says Schlüssel. "With the help of Bike Kingdom, we were able to strengthen Lenzerheide's positioning in the bike sector at the right time and pave the way for the successful development of the vacation region."

The Mileston jury not only highlighted the project as a whole, but also the innovative Bike Kingdom app in particular. This adds a digital dimension to the kingdom that goes far beyond mere route planning. Under the heading of gamification, a variety of different challenges await, which are spread across the entire Bike Kingdom and whose successful completion is rewarded with various prizes. Using the recorded GPS data, the needs of the bikers can be analyzed even better and new tour suggestions or offers can be played out in a targeted and personalized manner. The app has already been downloaded almost 50,000 times and is actively used by an average of 896 bikers every day. In total, more than 45,000 trails have already been recorded by guests, which speaks for the effective use of the app.

Further information

• Bike Kingdom website: bikekingdom
• Information about the Milestone: htr-milestone.ch

In the picture: Kiki Maeder (TV presenter), Bruno Fläcklin (Tourism Director Lenzerheide), Marc Schlüssel (Marketing Manager Lenzerheide) and Gery Nievergelt (Editor-in-Chief htr hotel revue)