Over the past 50 years, the Baie de Somme Destination Management Organisation developed a long-term vision for the destination, which preserves the natural beauty and authenticity of the area. This uniqueness amidst a growing landscape of overbuilt seaside resorts has made Baie de Somme even more desirable for tourists. Developing soft mobility was seen as a solution to fight the threats of overtourism and respond to the need for preservation of the site. In 2001 the Syndicat Mixte Baie de Somme – Grand Littoral Picard launched the Bicycle plan to develop crucial infrastructure, enroot sustainable tourism and attract cycle tourists to the destination. The Baie de Somme managed to balance the preservation of its nature and scenery while offering its visitors the means to experience its beauty in the most sustainable and enjoyable ways. Today, the Baie de Somme has an extensive and interconnected cycle path network of 160 km.
Keywords: destination management; nature primacy; soft mobility; cycling; overtourism mitigation