Where mountain and gravel biking connect nature and people
Luxembourg is systematically expanding its offer for MTB and gravel tourism. A new concept embeds both disciplines in national tourism and positions the Grand Duchy as a destination for anyone who wants to combine activity with nature experiences.
Why act now?
Until now, there has been a lack of solid knowledge about offers and target groups, as well as a mature marketing strategy for MTB and gravel: existing routes have remained largely invisible on international platforms. The new “Konzept fir den Mountainbike- a Graveltourismus zu Lëtzebuerg” (Concept for mountain bike and gravel tourism in Luxembourg) closes this gap. The approach: mountain biking and gravel are vehicles for experiencing the land and its people, nature and culture. It’s not about technical challenges or adrenaline-pumping descents, but the nature experience itself.
MTB and gravel are niche markets, but valuable for tourism: these guests stay longer, book more accommodations, and spend more on local offers. The Greater Region provides ideal conditions – around 40 percent of all guests combine their stay with neighbouring countries. Luxembourg sits at the heart of a cross-border bike territory.
Three target groups to attract
The concept targets pleasure-oriented and performance-driven groups: nature-loving beginners on mountain or gravel bikes, relaxed riders in both disciplines, as well as ambitious bikers seeking technically demanding MTB trails.
The two pleasure-oriented groups value family-friendly paths and moderate tours on trails close to nature with culinary highlights. Many don’t yet own a bike and should be encouraged to try the sport through low-threshold offers – on mountain bikes or gravel bikes. Ambitious bikers seek sporting challenges and technically demanding MTB routes, with biking as the main reason for their trip.
25 percent of all guests who ride mountain bikes or gravel bikes in Luxembourg already belong to the Nature Loving Actives segment: the target group that values nature experiences and sport.
Targeting women specifically
Luxembourg is focusing on women, who are still underrepresented in mountain biking. It’s not just the offerings themselves that matter, but the way they’re pitched: welcoming communication, positive imagery, and depictions featuring women build trust and lower entry barriers. Implementation follows the FIAS Framework from the University of Bristol, which aims to break down barriers, promote diversity, and strengthen an open biking community.
Gravel as a growth market
Gravel biking is gaining popularity. Between 2020 and 2023, the market share of sport bikes rose significantly, with gravel bikes making up 6.5 percent of the total market in 2024. Luxembourg’s varied landscapes and compact diversity within a small territory offer favorable conditions.
A nationwide rental network could be a unique selling point: high-end rental bikes in a wide range of models and frame sizes, including hardtails, full-suspension bikes, e-MTBs, and gravel bikes, plus helmets, repair kits, roadside assistance, and pick-up/drop-off services. The goal is to make biking easily accessible without unnecessary constraints.
Where the trails are emerging
The concept identifies six potential areas for mountain biking: Éislek 1, Éislek 2, Nordstad, Mullerthal – Luxembourg’s Little Switzerland, Minett, and Guttland. The Éislek offers plenty of opportunities across around 147 square kilometres, especially around the reservoir. The Minett is developing more challenging trails, while Guttland focuses on gravel offerings linked to regional gastronomy and slow tourism.
For gravel biking, there are no strictly defined areas – tours are mostly cross-regional due to their length. Varied day or half-day tours between 30 and 80 kilometres will combine nature and culinary experiences. Sporty gravel riders will find longer routes up to 150 kilometres with up to 1,500 metres of elevation, or multi-day tours suited to bikepacking.
Communication with substance
The new communications concept aims to boost attention and create emotional pull. Luxembourg avoids staging extreme sports. The focus is on accessible, nature-close experiences for different skill levels, storytelling with real people, and regional highlights. Brand values – reliable, open, full of contrasts, inspiring, and transformative – shape the offer and vision of a destination that enables freedom, movement, and encounters.
Sustainability and visitor management
The concept is embedded in the national sustainability strategy for tourism. It promotes participation through diverse offerings, supports sustainable development via targeted visitor
steering, and enhances locals’ quality of life. Development involved cooperation with regional tourism associations (ORTs), Luxembourg for Tourism (LFT), and the youth hostel organisation. Discussions took place with the Nature and Forests Administration and the Ministry for the Environment, Climate, and Biodiversity.
A uniform national signposting system for MTB routes and trails will be introduced, providing not just wayfinding but also info on difficulty levels and trail conditions. The “Share the Trail” approach ensures harmonious coexistence between hikers and bikers.
