Cycling tourism has surged in recent years, fuelled not just by a desire for active travel but by the social media era’s appetite for scenic, shareable moments.
For business travellers extending a work trip or planning a wellness‑focused break, cycling offers a rare combination of movement, mindfulness, and memorable landscapes.
A new study by Top Bike Tours Portugal analysed Instagram hashtags and global Google search demand across 32 well‑known routes to determine which trails generate the most online buzz. The findings reveal five standout routes that dominate feeds worldwide — and each offers something unique for travellers looking to balance business with breath taking backdrops.
1. The Kungsleden, Sweden
Sweden’s Kungsleden — “The King’s Trail” — tops the global ranking thanks to its dramatic Arctic scenery and 75,000 Instagram hashtags. Stretching through Abisko’s wilderness, the route delivers sweeping mountain vistas, mirror‑still lakes, and even the chance of spotting the northern lights.
For business travellers, it’s the ultimate digital detox: remote, restorative, and visually spectacular. Just note that the trail is only rideable in summer, and conditions can be demanding.
2. Tour of Flanders, Belgium
Belgium’s iconic Tour of Flanders claims second place, driven by strong search demand and its legendary status among cycling fans. The route winds through cobblestone climbs, historic Flemish towns, and rolling countryside — a dream for riders who want to follow in the tyre tracks of professional racers.
It’s an ideal add‑on for anyone visiting Brussels, Antwerp, or Bruges for work, offering a challenging but culturally rich ride.
3. Camino Francés, France
With the highest hashtag count in the top five, the Camino Francés blends heritage, scenery, and storytelling like nowhere else. Beginning in Saint‑Jean‑Pied‑de‑Port, the route passes medieval villages, open farmland, and centuries‑old pilgrimage landmarks.
Its popularity on social media reflects its emotional pull — a route that feels meaningful as well as beautiful. For business travellers, it’s a slower, more reflective journey best suited to those with time to spare.
4. Loire à Vélo, France
Loire à Vélo offers a gentler, more leisurely experience, making it one of the most accessible routes for travellers of all fitness levels. With Renaissance châteaux, vineyard‑lined paths, and the serene Loire River as a constant companion, it’s no surprise the trail performs strongly on Instagram.
For travellers attending meetings in Paris, Nantes, or Tours, it’s an easy and elegant escape into France’s most picturesque valley.
5. The Tuscany Trail, Italy
Rounding out the top five, the Tuscany Trail is pure visual poetry: cypress‑lined roads, golden hills, and medieval hilltop towns that seem designed for Instagram. Its high search volume suggests travellers research it thoroughly before committing — and with good reason.
The terrain can be demanding, but the reward is a route that captures the essence of Italy’s rural charm. For business travellers heading to Florence, Pisa, or Siena, it’s a compelling way to turn a work trip into a wellness‑focused adventure.
Planning a Cycling Trip? Look Beyond the Photos
Sérgio Marques, CEO of Top Bike Tours Portugal, reminds travellers that the most photogenic routes aren’t always the easiest:
- Check elevation and difficulty before committing.
- Consider seasonal conditions — especially for northern routes.
- Plan accommodation and rest days realistically.
For business travellers, the key is balance: choosing routes that inspire without overwhelming, and ensuring the journey enhances — rather than exhausts — your time away.