CIE was established in 2018 to address an obvious gap in EU policy. Despite the crucial role of cycling in urban mobility and environmental sustainability, it was often seen as a local issue rather than a strategic transport mode. Kevin Mayne, the founding CEO of CIE, shared: “The pandemic demonstrated that cycling could grow rapidly under the right conditions, significantly contributing to decarbonisation and reducing oil dependency.” This realisation, combined with the economic benefits of job creation in the cycling sector, provided CIE with the leverage needed to advocate for cycling as a central element in EU transport policy.
The Campaign for Cycling
In order to achieve its goals, CIE launched a comprehensive campaign to elevate cycling’s status within EU policy frameworks. This initiative aimed to position cycling on par with other transport and tourism modes by adopting an overarching strategic policy. To maximise impact, CIE collaborated with other cycling associations, cities, and regions, showcasing the power of unified efforts between business, civil society, and governmental supporters.
The campaign’s success was marked by the EU Commission’s adoption of a strategic policy on cycling, raising its status within the mobility and tourism sectors. The adopted declaration now includes 36 commitments that can potentially double the impact of cycling across Europe.
Achieving the EU Declaration on Cycling was not without its hurdles. “No one opposed cycling per se, but many saw it as a lower priority,” Mayne remarked. CIE navigated these challenges by highlighting the unique benefits of cycling, particularly its fast delivery and job creation potential.
Rather than directly challenging the priorities of other transport sectors, CIE emphasised the complementary nature of cycling. “We focused on what cycling could uniquely deliver – rapid deployment, cost-effectiveness, and immediate job creation,” he explained. This strategic approach resonated well with EU decision-makers, facilitating the adoption of the declaration.
Community & Impact
The adoption of the EU Declaration on Cycling was met with widespread support from stakeholders and the public alike. Mayne expressed immense gratitude towards the dedicated individuals who laid the groundwork for this success. “The declaration is a reward for the unsung heroes in our movement, from local campaigners to innovative tech developers,” he said.
To measure the declaration’s impact, CIE is closely monitoring several indicators, including cycling rates and funding allocations by the EU and member states. “Our ultimate aim is to see more people cycling,” Mayne said. Initial steps include a comprehensive study by the European Commission to establish baseline metrics and track progress.
Broader Implications for the Future
CIE is preparing for the next phase of its advocacy, guided by a new manifesto titled “From Zero Carbon Mobility to World Class Industry.” This document will shape CIE’s policy priorities over the coming year, focusing on implementing measures at all levels of governance.
A key aspect of CIE’s strategy involves creating new collaborations that have emerged due to the heightened profile of cycling. “We are now engaged in broader issues of sustainability, reshoring, electrification, digitalisation, workforce diversification, and innovation,” Mayne noted. These collaborations are not limited to the mobility sector but extend to other industry associations at the EU level, opening doors to new partnerships and initiatives.
The EU Declaration on Cycling has broader implications for the transport and tourism sectors. With the EU Green Deal’s milestones approaching, cycling offers a viable means to achieve carbon reduction targets and enhance urban mobility. “Cycling is an opportunity to demonstrate progress, especially as other sectors may fall behind,” Mayne observed.
Moreover, CIE is adapting its messaging to align with the evolving political landscape, ensuring that cycling is perceived as an affordable and accessible option for all citizens, not just a middle-class privilege. This inclusive approach aims to broaden the appeal and uptake of cycling across diverse demographics. As CIE continues to champion cycling, its focus remains on implementing policies that enhance mobility, sustainability, and economic growth. The European Association Award for Impact is not just a recognition for the sector but of progress and cooperation within the association. “We feel like we are still a relatively new voice in the Brussels bubble, but I want to give credit to my team who have really put us on the map through their professionalism and commitment. This award is an important recognition of their work,” Mayne concluded.