Escape Bicycle Tours uses My Main Street support to raise profile of adventure tourism in Ottawa
For a decade, Maria Rasouli, owner of Escape Bicycle Tours, has been leveraging Ottawa’s network of bike paths to show tourists a different side of Canada’s capital.
“Ottawa is a great city, but, unfortunately, it is more known as a government city than an outdoor destination,” she says. “My ambition is to contribute to the changing image of the city.”
To Rasouli, Ottawa’s natural abundance—from its trails and green space to the accessibility of the Ottawa river—is an untapped opportunity ripe for adventure tourism. “It is a fantastic outdoor destination for anyone, from casual adventure-seekers to extreme adventure-seekers,” says Rasouli. Escape Bike Tours has designed a suite of guided tours and rental options for individuals, families, and groups to explore the city.
“We make sure it’s not just the touristic things,” says Rasouli. “We show them the real city – the back roads, hidden gems, and things that you wouldn't see without a guide who has local knowledge.”
Recently, Rasouli’s mission was enhanced with support from My Main Street. The program, delivered by the Canadian Urban Institute (CUI), and supported by a Government of Canada investment through the Federal Economic Development Agency for Southern Ontario (FedDev Ontario), aims to strengthen businesses, boost productivity and revitalize main streets.
With the support, Rasouli expanded the business’s offerings considerably, acquiring cargo bikes for individuals with mobility and balance issues and family-friendly bicycle options. The new offerings align with the diverse tourist demographic that visits the city. “We have equipment for anyone from eight months to 80 years old,” says Rasouli.
The support has also allowed Escape Bicycle Tours to open a new adventure-geared line.
“We have introduced a kayak and paddleboard rental station close to the shores of the Ottawa River,” says Rasouli. Customers can rent directly at the river or rent a bicycle from the business’ Sparks Street location, cycle five kilometres to the river, paddle for an hour or so, and then bike back to Sparks Street.
Rasouli says the support combined with a more robust marketing effort will help boost the business’ foot traffic.
“(The support) has been really helpful,” she says. “Equipment and marketing are a big cost—you really need to do a lot of upfront investment before you see a return.”
And there’s a beneficial ripple effect, especially in the Sparks Street neighbourhood where Escape Bicycle Tours sees clusters of people waiting for tours or just finishing up. It’s easy for visitors to discover a nearby cafe or restaurant post-tour.
Initiatives like My Main Street attract people to our main streets while also contributing to the economic vitality of the community.
“I always tell people that we are in the business of providing or giving memorable experiences,” says Rasouli. “We want people to have a great time when they visit the city.”