Interview: Thanasis Papadimitriou: ‘L’Étape Event is Strengthening Greece’s Presence on the Global Sports Events Calendar’

As preparations intensify for the 2026 L’Etape Greece by Tour de France presented by SKODA, set to take place in Sparta on April 4, international cycling enthusiasts are once again turning their attention to Greece.

Now entering its fourth edition, the race continues to strengthen the country’s presence on the global sports events calendar while highlighting the growing role of sports tourism in regional destination development.

Behind this effort is Thanasis Papadimitriou, President and Founder of euΖΗΝ feelosophy, the experiential travel, corporate and sports events company that has played a central role in bringing globally recognized endurance and mass-participation events to Greece.

For more than 35 years, Papadimitriou has contributed to the evolution of experiential travel and sports events in the country, helping transform them into platforms that combine athletic participation with destination promotion and community engagement.

Under his leadership, the ευΖΗΝ feelόsophy team has developed major international sports events in Greece, including IRONMAN® 70.3® Greece, L’Étape by Tour de France, B2Run and RacingThePlanet, while proudly describing itself as a team of “emotion designers & impossible makers.”

Speaking to GTP Headlines, Papadimitriou notes that Greece’s growing role in the international sports events ecosystem is closely tied to long-term partnerships with global brands. “Security, trust, loyalty, and consistency are essential values in this industry,” he says, adding that through such collaborations “Greece is gradually strengthening its position in the global sports events calendar.”

In the interview that follows, Papadimitriou discusses international participation in this year’s race, the strategic decision to bring L’Etape Greece to Sparta, and how globally recognized sporting events can further strengthen Greece’s position in the competitive sports tourism landscape.

• GTP: Two years after our previous conversation on L’Étape Greece, how has your broader vision for positioning the country through internationally recognized sporting events evolved?
  

Thanasis Papadimitriou: Much has happened since then. Our company has continued to focus strategically on inviting and partnering with major international sports brands. After IRONMAN® 70.3®, B2Run, L’Étape and Racing The Planet, we are already in discussions for additional events.
Despite the challenges, our vision remains strong. Our events are now established, welcomed by local communities, supported by sponsors and recognized by the State. This progress encourages us to keep expanding Greece’s presence in the international sports events landscape.

• GTP: What are you seeing in terms of international participation for the April 4 edition, and how important are foreign athletes in shaping the event’s broader tourism footprint?
  

Thanasis Papadimitriou: In a few weeks, L’Étape Greece will host its 4th edition, this time in Sparta. Since its launch in Ancient Olympia in 2023, participation numbers have increased every year. This year we expect the highest international presence so far, with around 18 percent foreign athletes – approximately 150 participants, in addition to their accompanying family members and friends.
International athletes play an important role, as they contribute significantly to the promotion of the destination through social media, word of mouth and longer stays before and after the event. They also tend to have a stronger impact on the local tourism economy.

• GTP: This year’s edition marks the first time the race will take place in Sparta. From a strategic standpoint, what does selecting a new host destination signal about the long-term development model behind L’Étape in Greece?
  

Thanasis Papadimitriou: After three successful editions in Ancient Olympia, we decided to move to a new destination in order to offer athletes a fresh experience, new terrain, landscapes, and a different cultural setting.
While the majority of participants have traditionally been Greek athletes, international participation is steadily growing. To maintain momentum and remain competitive, we must continue offering new destinations and experiences.
Sparta will host the event for at least the next three years. It is a historic city with excellent terrain for cycling and strong international recognition.

• GTP: Beyond participation numbers, how do you assess the economic and reputational impact of bringing L’Étape to a new host destination?
  

Thanasis Papadimitriou: When selecting a new destination, we carefully evaluate several factors. One of the most important is the commitment of the local community and authorities.
It is essential that they share the vision of hosting an international event and are willing to support it both strategically and financially. This alignment was clearly present with the Region of Peloponnese and the Municipality of Sparta.
Once this partnership is established, we focus on operational elements such as routes, infrastructure, accessibility and hospitality, and then on promoting the event internationally.

• GTP: How critical is institutional alignment – particularly with the Region of Peloponnese and the Municipality of Sparta – in delivering an event of this international caliber?
  

Thanasis Papadimitriou: As we often say, “It takes three to L’Étape.”
All three stakeholders – the organizers, the local authorities, and the brand owner – share the same goal: to attract as many athletes and visitors as possible and provide them with a memorable experience.
This collaboration helps strengthen the local economy and generates valuable international exposure for the destination. Our partnership with the Region of Peloponnese and the Municipality of Sparta has been extremely constructive, and we expect this edition to create an even greater impact than previous ones.

• GTP: What does Greece’s continued presence in the official L’Étape by Tour de France series represent in terms of international credibility and trust with global event organizers?
  

Thanasis Papadimitriou: Security, trust, loyalty, and consistency are essential values in this industry.
Maintaining strong relationships with organizations such as ASO, Infront or IRONMAN® 70.3® Greece is not easy, as these brands carefully protect their reputation and global standards.
For us, it is a great honor that international sports brands trust us when exploring opportunities in Greece. Through these partnerships, Greece is gradually strengthening its position in the global sports events calendar.

• GTP: With IRONMAN® 70.3® Greece also part of your portfolio, how do these internationally recognized events complement each other in strengthening Greece’s sports tourism profile?
  

Thanasis Papadimitriou: Greece is today far more present in international sports events than it was in the past. While the scale is obviously different, these events remind us of how global exposure can benefit a destination.
The brands we represent have millions of followers and athletes worldwide. When an event in Greece is announced, millions of people become aware of it and may consider traveling to participate.
These events often motivate visitors to combine sports with holidays, contributing to tourism and local economies, particularly during off-season or shoulder-season periods.

• GTP: Do you believe Greece is moving toward a more structured national strategy around sports tourism, and what role can private organizers play within that framework?
  

Thanasis Papadimitriou: There has certainly been progress, but a clear national strategy for sports tourism has yet to fully emerge.
Different regions and public bodies still approach these events in different ways, without a unified framework or procedures. Private organizers often contribute ideas, proposals and international best practices through their collaboration with public authorities.
Without a coordinated strategy, progress will continue, but more slowly than it could.

• GTP: Bringing globally branded events to Greece involves meeting strict international standards. What have been the key challenges in this process, and how has euΖΗΝ feelόsophy adapted to meet those expectations?
  

Thanasis Papadimitriou: Global sports brands operate under extremely strict standards. Licensing agreements include detailed guidelines on how events must be organized, marketed and delivered.
These are not simply theoretical documents – they must be implemented precisely. Failure to meet these standards can involve significant contractual penalties.
Over the years, we have gained the experience needed to manage these requirements effectively. We work closely with partners, suppliers and local authorities to ensure that every operational detail is addressed and that the integrity of the brand and the event is fully protected.

• GTP: Looking ahead, how do you envision Greece’s position within the international sports tourism landscape over the next five years?
  

Thanasis Papadimitriou: euΖΗΝ feelόsophy’s Sports Business Unit is today one of the leading organizations in this sector in Greece, hosting some of the most recognized international events in the country.
Our plan is to achieve double-digit growth over the next five years by introducing new events, increasing participation numbers and strengthening engagement with local communities.
Our goal is to continue delivering high-quality sporting experiences that inspire participants and contribute to Greece’s growing reputation as a sports tourism destination.

The 2026 L’Etape Greece by Tour de France presented by SKODA will take place on April 4 in Sparta, marking the event’s first edition hosted in the historic Peloponnese city. Under the banner of the legendary Tour de France, the race is co-organized by euΖΗΝ feelosophy, the Region of Peloponnese, and the Municipality of Sparta, bringing international cycling prestige to southern Greece.
For further information, press here.

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