A heated dispute is brewing in Valencia between small bicycle rental businesses and the major international corporation JCDecaux, which operates the municipal Valenbisi bike-sharing system. The conflict was sparked by the launch of a special daily tourist rate that, according to small business owners, is undermining the traditional market, forcing shops to close, and resulting in job losses.
Known for its flat terrain and extensive bike lane network, the city has long attracted cycling enthusiasts. In recent years, numerous small rental shops have sprung up, offering modern and comfortable bikes for visitors. However, their position has recently come under threat.
Market changes
Since 2010, JCDecaux has managed not only the city’s advertising panels but also the Valenbisi bike stations, where bicycles are available via subscription. Initially, the system was designed for local residents, with pricing focused on long-term use. But in late 2023, the company secured municipal approval to introduce a daily ticket costing 3.99 euros, which immediately sparked a wave of discontent among private rental shop owners.
Small business owners claim that the new rate has led to a decline in customers who previously preferred renting bicycles from specialized shops. Now, many tourists are choosing Valenbisi, often not fully understanding the pricing structure and risking extra charges for exceeding time limits. As a result, according to the Ascitur association, the revenues of some companies have dropped by 20–30%, and some shops have already closed down.
Business response
Rental owners have joined together in the Ascitur association to defend their interests before city authorities. They emphasize that their service offers a personalized approach: employees not only rent out bicycles, but also accompany tourists, provide instructions, and help them get oriented in the city streets. According to them, the mass shift of tourists to Valenbisi is costing the city not only jobs but also the high-quality service that used to be Valencia’s hallmark for visitors.
There is particular dissatisfaction with the fact that the Valenbisi rate increase did not lead to more bikes or stations, meaning tourists and locals now compete for the same resources. On peak days, the number of trips exceeds 18,000, putting additional strain on the infrastructure and prompting complaints from regular users.
Official position
The municipality explains that the daytime rate has been introduced on a trial basis for a period of two years. According to the official in charge of transport, Jesús Carbonell, a decision regarding the future of this option will be made after analyzing the results of the experiment by the end of 2025. Authorities emphasize that they meet regularly with representatives of all stakeholders and intend to take into account the interests of both residents and businesses.
Giuseppe Grezzi, former head of the transport department, who previously denied JCDecaux a similar tariff, believes the experiment should be halted. He points to negative consequences for small businesses and residents, as well as the lack of additional investment in expanding the fleet of bicycles and stations. In his view, such practices lead to market monopolization and the displacement of private companies.
Impact on the city
With the rise in tourism and the growing popularity of cycling as a mode of transport, Valencia is facing the challenge of balancing the interests of major operators and small entrepreneurs. The latter argue that their activities contribute to tourism development, support the city center’s economy, and help reduce conflicts between locals and visitors.
The question of Valenbisi’s daytime rate remains unresolved. The decision by the city administration could significantly reshape Valencia’s bike rental market and affect the fate of dozens of small businesses.
In case you didn’t know, JCDecaux is a French company specializing in outdoor advertising and urban services. In Spain, it manages not only advertising structures but also urban bicycle rental systems in several major cities. In Valencia, the contract with JCDecaux has been in place since 2010 and is set for 20 years. The company is known for its innovative approach to urban infrastructure development, but its activities often spark debate among local business owners and residents.
