Campaign Theme

Promotion and Encouragement


Cycling in a park
Cycling in a park
While road conditions and layout undeniably affect cycling levels, encouraging it through 'softer' - or 'smarter choice' measures - is equally important. Maps, advertising, tax incentives, cycle training, workplace challenges, mass bike rides and events all make a difference too.
  • Measures that encourage, incentivise and make it easy for people to try out alternatives to the private car are known as ‘smarter choices’.
  • While smarter choices must go hand-in-hand with improving cycling conditions on the highway, they are actually often more cost-effective. In terms of congestion, for example, they yield on average £10 of benefits to every £1 spent.
  • Smarter choice measures include: advertising and promotional campaigns, marketing directly to individuals, tax incentives, cycle training, maps, rides, events, and activities for specific groups in society.

Latest News

Free one-day Ride Leader workshop for CTC members
Ride Leaders
Cycling with others is lots of fun and YOU can lead the way by attending one of our FREE on-road Ride Leader workshops for cycling groups held at over 30 different locations across the UK. Hurry...
A day to remember: East Yorkshire CTC celebrates 90 years
East Yorks CTC set off on their 90th birthday ride
Happy Birthday to them! Nearly 80 riders left the Hessle Rugby Club in three groups to celebrate the 90th Anniversary of East Yorks CTC earlier this month.
Bike Week launched by parliamentary peloton
Bike Week UK MP Bike Ride
The launch of Bike Week, which officially begins this Saturday, is traditionally hosted by the Dutch Embassy in London and coincides with the annual MPs' bike ride to Parliament. Wednesday 10...
L'Eroica & CTC Heritage Jersey Rider Package
L'Eroica Britannia rider places CTC
Don't miss your opportunity to cycle back in time at this year's L'Eroica Britannia in Derbyshire's magnificent peaks with Team CTC. There are 25 places available and each rider...


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  • President: Jon Snow
  • Chief Executive: Paul Tuohy
  • Cyclists' Touring Club (CTC): A company limited by guarantee, registered in England no.25185. Registered as a charity in England and Wales No 1147607 and in Scotland No SC042541

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