Cycling tourism is an environmentally friendly way to explore a destination. Nowadays, it is becoming more and more popular worldwide, since it permits an in-depth communication both with nature and people. In this context, the aim of this paper is to explore, in detail, mainly the environmental motivators of cycling tourists, and their significance, in Greece, by using qualitative social research (in-depth interviews and focus groups) and participative analytical hierarchical process. The results show that regarding physical environment, the element which attracts cycle tourists the most is the variety of scenic views along their route. Existence of lakes, rivers and beaches were also valued. On the contrary, “Biodiversity” and “Untouched natural landscapes” were ranked low as a description of the quality of the natural environment. However, the rise of cycling tourism depends considerably on the appropriate infrastructure, namely roads with low slopes, appropriate quality of surfaces and cycling infrastructure. Planners, policy-makers, and competent authorities should give emphasis on the critical factors in order to enhance cycling tourism, thus resulting in positive multiplying effects such as environmental protection and economic growth.

Cycle-tourism seems to be an emerging touristic model in many countries, including Greece. Although the infrastructure is limited, entrepreneurship can support the development of such tourism sector, as cycle-tourists have specific needs to be met during an excursion. Thus, it would be helpful if stores that meet specific prerequisites could be certificated as cycle-friendly companies.In order for such certification to be developed, it is necessary for those parameters to be defined. This paper focuses on that topic and such criteria were identified through in-depth interviews with cycle-tourists and cycle-tour operators. Through this research, conclusions were derived about the criteria according to which cycle-tourists in Greece select stores and accommodation during an excursion. Those selection parameters were transcribed to indicators that will be used in order to develop the certification at the next phase of the research. Moreover, conclusions were compared with outcomes of similar international studies. It was found that cycle-tourists are interested in specific services, regardless of the country in which they live or travel. Besides conventional touristic activities, the importance of small retail stores in remote villages acting as meeting points with local people and culture was highlighted.

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