New cycling businesses are sprouting up in the North East as the region affirms itself as "the country's number one cycling destination".
Tourism North East recently finalised results of the first year of a $4.4 million four-year Ride High Country campaign, supported by the state government.
Marketing manager Matt White said the subsequent growth in visitors had generated $32 million for the region.
"For a $1 million spend, to have a 40 per cent increase in visitors to the region specifically for cycling was incredible," he said.
"We had 39 billboards around Melbourne over Summer, we had buses, and we took over the airport.
"During the Tour de France coverage, we were a broadcast sponsor.
"Ride high country has been that successful it outstripped general visitation growth right across the state."
Tourism North East has worked closely with new Beechworth business Gravelmob, which moved into the Old Gaol about six weeks ago and was founded by Ian Burns and Martin Young.
"Gravelmob was born from an idea that Ian and I had," Mr Young said.
"More and more road riders are trying to avoid traffic and get out into the countryside, and bike companies have spotted that and are developing bikes that are perfect for back roads and gravel riding.
"There's excellent gravel riding around Beechworth.
"Couple that with what we knew was happening here at the Gaol - one of their goals is to create a cycling hub - the dots were connected."
Gravelmob offers bike self-guided and guided tours and bike hire, as one of four cycling-related businesses now running from the Gaol.
"The tour itself we try to make into an experience, and a whole day out," Mr Young said.
"We're expecting from January right through to winter will be busy.
"With the momentum we're building and the help we're getting from Ride High Country, we can see people are becoming aware of us."
Mr White said the second year of the campaign was "bigger and better" and would include an upcoming snow-report-style segment on television that features different locations.
"Our topography and our people are things that are really unique that not many other places can offer," he said.
The campaign aims to double cycle tourism visitation, from 103,000 visitors.
It ties in with a cycle tourism master plan developed by TNE.
Outgoing chief executive Amber Gardner said it was a 10-year vision for the region.
"Off the back of that masterplan, we secured $12 million from the state government for the activation of cycle tourism and that was probably the highest level of tourism investment that we've seen in one go in our region for a very long time," she said.
Ms Gardner is leaving TNE to take up the chief executive role at Mt Hotham Resort Management Board in February, after four years with the organisation.
"Over the last three or four years we delivered half a million dollars worth of research ... that's been instrumental in our current success," she said.
"Our organisation is the largest it's ever been before, and we've also made a concerted play for grant funding.
"We've brought in $6 million to TNE over the last three years and that's significantly advanced our scope.
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Ms Gardner said walk, cycle, and food experiences would continue to grow in popularity.
"Tourism in our area is continuing to move from strength to strength; it employs 21 per cent of our region and is a significant contributor to the local economy, so we do need to keep investing in both supply and demand tourism initiatives," she said.