Cumberland Launch of the Ride Island Campaign

Cumberland Launch of the Ride Island Campaign

The Vancouver Island Mountain Bike Tourism Consortium (VIMBTC) in partnership with the Western Canada Mountain Bike Tourism Association (MBTA) recently launched the Ride Island campaign designed to inspire mountain bikers to explore the trail networks of the central region of Vancouver Island.

The MBTA is a collaborative marketing initiative supported by the Province, for communities and resorts across British Columbia with authorized mountain biking trails.

The VIMBTC is made up of seven community partners focused on bringing mountain bike tourism to the central island and providing options for extending visitor stays by linking the best trail networks in the region.  The VIMBTC campaign is funded by a pool of contributions from the seven partners, all of which was matched by Destination BC. Members of the VIMBTC include:

  • Tourism Nanaimo;
  • Gabriola Island Chamber of Commerce;
  • Hornby Island Economic Enhancement Corporation;
  • The Village of Cumberland;
  • Mount Washington Alpine Resort;
  • Tourism Mount Washington; and
  • Destination Campbell River

The new Ride Island website features new content for each respective destination, including user generated information to add a more authentic perspective and increased opportunities for engaging mountain biking enthusiasts. The website is also optimized for different screen sizes and features Trailforks for ride planning making it for more useful when accessing from a mobile device.

Cumberland Mayor Leslie Baird remarks that “this ongoing collaboration celebrates the success of mountain biking in Cumberland, and recognizes the importance of working together to support the region as a world-class destination for adventure”.

Cumberland’s mountain biking trails are a world-renown resource that attracts visitors and represents a key component of the local economy and lifestyle.  In concert with this campaign, the Village has launched a re-vamped Cumberland.ca/mountain-biking site. The updated site provides further information on Cumberland’s trail network and links riders to other events, services and amenities offered within the Village.  

The role of Cumberland as a foundational hub for the VIMBTC, and unofficial epicenter of mountain biking on Vancouver Island is a direct result of the efforts of the United Riders of Cumberland  (UROC) mountain bike club and trail stewardship organization.

Users of Cumberland’s trails are encouraged to support UROC by becoming a member or donating to the club.  Donations can be made via the Trail Karma button on Trailforks, or via the UROC Website.

Cindy Richardson

Corporate Services Assistant, The Village of Cumberland

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