New research and strategy on cycling, walking and wheeling for rural communities

By Martin Hofschroer
A narrow street in a quaint town, lined with small shops and decorated with colorful bunting. A man in a striped shirt is seen walking a folded bicycle on the sidewalk next to a shop with a window display of bags and accessories. A woman beside him is navigating around a parked car that is partially blocking the pathway. Other pedestrians can be seen walking further down the street. The atmosphere feels lively yet constrained due to the tight space shared by pedestrians and parked vehicles.
Cycling UK has released two new reports focusing on rural mobility, highlighting both resident views and strategic recommendations to promote walking, cycling and wheeling in rural communities.

The reports present new evidence on how rural residents view and experience walking, cycling and wheeling, alongside strategies for how rural authorities can promote more active travel for local journeys.

Working on behalf of South Hams District Council and West Devon Borough Council, Cycling UK has identified key priorities and strategies that suit the needs, opportunities and challenges faced by rural communities.

This project was delivered in partnership with the consultancy Phil Jones Associates, which is providing the Local Cycling and Walking Infrastructure Plan for the area. The plan will lay out the priorities for physical changes that can enable more people to walk, cycle and wheel (using wheelchairs or mobility scooters).

Cycling UK’s work has focused on understanding the existing interest, needs and concerns of those living in rural towns and villages and identifying ways that local councils can act to encourage more walking, wheeling, and cycling ahead of or alongside improvements to infrastructure.

From more than 1,500 local responses, people living in South Hams and West Devon expressed clear priorities:

  • 78% of respondents already walk or wheel for their local journeys, making walking and wheeling a well-accepted and welcomed choice in the community
  • Around 70% felt they lived within walking/wheeling distance of shops, public transport and green spaces, but only 51% could easily access friends or family
  • Safety concerns and limited transport options particularly affect the most vulnerable, reducing their mobility and quality of life
  • While most local residents do not currently cycle regularly, 84% agreed that cycling was good for health, and 81% felt positive or neutral about the idea of more people cycling in their area. 45% of people not currently cycling would consider cycling for local journeys

“You meet people or at least interact with strangers [when walking],” noted one participant, a male over 65, car owner, from a low-income household.

In providing a strategy for the councils focused on behaviour change, Cycling UK has demonstrated the types of actions that councils can implement ahead of or alongside infrastructure improvements.

While safe roads and paths are essential, many residents may also need support to build confidence, skills, and motivation. This report provides tailored recommendations for different types of rural settlements, outlining ways to support community members in walking, cycling or wheeling more often.

So Social Ivybridge, a social group focused on reducing loneliness and isolation in Devon, shared this insight:

We’ve been talking about electric bikes, and a lot of people said, ‘Yeah, I’d like to try one but I don’t want to commit to buying one because they’re really expensive’… Wouldn’t it be a good idea if we could get a ‘try before you buy’ scheme, with led social rides along a level path? That would be a really positive thing for people to experience

 

Corra Boushel, head of monitoring and evaluation at Cycling UK, said:

It’s true that rural areas often involve longer distances for some journeys and typically have fewer public transport options. However, there’s an assumption that ‘people in rural areas can’t walk, wheel, or cycle anywhere,’ which simply isn’t true. Our research shows that many rural residents are eager to have the choice of active travel for local journeys

We know that health issues, social isolation, the cost of living, congestion in small town centres, and climate change are all challenges that can be improved by encouraging more people to walk, wheel, and cycle for short, local trips. Councils and governments can make this a reality by ensuring safe spaces and providing communities with the support needed to build skills and confidence

 

Read the reports

Cycling UK consultancy

Cycling UK has extensive experience in delivering accurate, timely, and insightful research, consultancy, and collaborative projects. Our expertise spans both quantitative and qualitative research, with a particular focus on reaching underrepresented groups in cycling across a variety of topics. We also offer expert advice on monitoring and evaluation in active travel. As both consortium leads and partners, we have a proven track record of successful project delivery, ensuring collaborations maximise benefits for all stakeholders.

For more information, please contact: [email protected]

Devon Cycling UK in England Health Transport

Further reading