Interview – Thanassis Papadimitriou: ‘L’ETAPE Greece Cycling Event can Boost Greek Tourism Brand’

Thanassis Papadimitriou, the President and Founder of ΕΥ ΖΗΝ Greece, a leader in experiential corporate travel and event services for the Greek and international markets, is set to pave the way for an outstanding event to soon take place in Greece.

On April 6, the second edition of the L’ Étape Greece by Tour de France presented by SKODA cycling race will take place in Ancient Olympia, under EY ZHN Greece’s organization.

An international version of France’s renowned cycling race, L’Étape Greece by Tour de France is an organised mass participation cyclosportive event that gives amateur cyclists the opportunity to live a Tour de France-like experience at Ancient Olympia – the birthplace of the Olympic Games. Greece is the 22nd nation to host the global sporting event with courses designed based on Tour de France standards.

Thanassis Papadimitriou

“With the experience of the first L’Etape Greece by Tour de France in 2023, I can safely say that we are very well prepared at every level; we are even ahead of the scheduled timeline,” Thanassis told GTP Headlines.

The L’Étape Greece by Tour de France 2024 cycling event is expected to attract more than 800 participants and over 3,000 visitors, giving the host destination of Ancient Olympia the chance to promote its tourism offerings.

“Ancient Olympia is a place that everyone should visit at least once in their lifetime,” he said, adding that last year’s L’Etape Greece event gave a significant boost to the area’s local economy.

GTP Headlines recently spoke to Thanassis and he gave us a heads up on what to expect at this year’s L’ETAPE Greece by Tour de France event.

“We have made some changes and improvements to the overall race design that we believe will receive the most positive feedback,” he said.

Cyclists at this year’s L’ETAPE Greece by Tour de France event will select between two different distances: “The Race” and “The Ride” with both going through some of the most beautiful landscapes and historical landmarks of Western Greece.

In this interview, Thanassis also highlights how hosting major international sports events in Greece can strengthen the country’s tourism brand and contribute to increasing the country’s attractiveness as a destination.

“Ancient Olympia’s local community and authorities are very much anticipating this year’s event and are preparing along with us! This year we expect more than 800 participants and over 3,000 visitors, friends and family members, to attend this grand celebration of cycling!” – Thanassis Papadimitriou

• GTP: Thanassis, please introduce EY ZHN Greece to our readers.
  

Thanassis Papadimitriou: ΕΥ ΖΗΝ Greece was founded in 1991 with the aim of planning interactive trips for companies and providing opportunities for activities in nature to reinforce team building. The originality and quality of the services provided quickly made it stand out in this field. ΕΥ ΖΗΝ Greece started by introducing multi-day activity events to the Greek market, which were adopted by well-known brands and used for marketing purposes. These brands include Camel Trophy, Marlboro Adventure Team, Panafon Panathlon, CuttySark Crossing and others. Over the course of the following two decades, ΕΥ ΖΗΝ Greece organized hundreds of trips, incentives, executive meetings and corporate events for many companies in Greece and abroad, earning their appreciation and trust. In 2019, our company took over the organization of demanding sports endurance events, starting with IRONMAN® 70.3® Greece followed by Highlander Adventure, OCEANMAN, TNR, B2Run Athens, and recently (since last year) L’ Etape Greece by Tour de France.

• GTP: EY ZHN Greece is the official organizer of the international event L’ETAPE by Tour de France, which will take place in Greece this year for the second time in Ancient Olympia. What is your impression from the previous organization? What feedback have you received?
  

Thanassis Papadimitriou: We can undoubtedly say that the first L’Etape Greece by Tour de France, in which over 650 participants from 12 countries gathered in order to enjoy the beautiful routes of Western Peloponnese, was a success. More than 2,000 spectators and visitors had the pleasure of watching and encouraging participants to continue their efforts in this undoubtedly difficult race. The entire cycling community, including those initially hesitant towards the race, recognized its high level and excellent organization with absolute safety and strict specifications set by Tour de France. Our team collaborated seamlessly with the authorities of the Region of Western Greece and the Municipality of Ancient Olympia, both of which we sincerely thank for their support. Of course, we took note of any oversights and imperfections that occurred, by carefully listening to the people’s feedback so that the next race will be even better and more memorable.

• GTP: Greece is the 22nd nation to host the global sporting event with courses designed based on Tour de France standards. How was Greece selected as a host country for the event?
  

Thanassis Papadimitriou: The Tour de France development team is constantly looking for new locations to organize more L’Etape events. One of the team members who had participated in the first IRONMAN® 70.3® Greece, Costa Navarino in 2019, was impressed by the organization and management of our team, and shortly after approached EY ZHN to discuss the organization of L’Etape in Greece. Most big companies, such as A.S.O., that organize large-scale events (such as the Paris-Dakar race), are very selective with their partners in order to protect their brand name. If they are not demanding and strict with their specifications and processes, it is easy for them to tarnish their reputation. A.S.O. quickly realized that our company is a reliable partner that possesses all the necessary expertise, a sense of responsibility, a customer-centric approach and the ability to collaborate efficiently with the public sector. Therefore, it did not take much time for them to confirm their trust by asking us to become the licensees of L’Etape Greece.

• GTP: How are the preparations for the L’ETAPE by Tour de France coming along at Ancient Olympia, as the event approaches? How many participants will the event see and from which countries?
  

Thanassis Papadimitriou: With the experience of the first L’Etape Greece by Tour de France in 2023, I can safely say that we are very well prepared at every level; we are even ahead of the scheduled timeline. We have implemented improvements in many areas that will enhance the overall experience for cyclists, audience, and sponsors alike. The local community and authorities are very much anticipating this year’s event and are preparing along with us! This year, on April 6, we expect more than 800 participants and over 3,000 visitors, friends and family members, to attend this grand celebration of cycling, healthy living, joy and competition in the beautiful nature of Ilia. All these people will join the event from 20 different countries!

• GTP: What effect did the event have on the destination’s tourism last year? Did it help Ancient Olympia’s tourism appeal? Can you share are figures with us?
  

Thanassis Papadimitriou: Through the organization and participation in our event, we managed to bring a significant amount of people in the area, especially during what is considered to be an off-season or shoulder season time of the year, as referred to in tourism terminology, where tourist activity would typically be from minimal to “quiet.” Last year, in Ancient Olympia, despite it being the first L’ Etape Greece event, we welcomed around 650 cyclists and about 2,000 visitors. Hotels, restaurants, and tourist shops in the area performed unexpectedly well for the season. The financial impact for the region is estimated at a total of 300,000 euros.

“… A place like Ancient Olympia deserves more… There are plenty of actions that can be taken to transform the city into a ‘must-visit place’, provided that the people of that place desire this.” – Thanassis Papadimitriou

• GTP: Please give our readers some information about Ancient Olympia. What is the destination’s unique selling points? When is the best time to visit?
  

Thanassis Papadimitriou: Ancient Olympia is a place that everyone should visit at least once in their lifetime! It is the birthplace of the Olympic Games, a multi-dimensional event that would bring together athletes and spectators from various parts of the Greek world. Having laid the foundations for modern competitions within the framework of the largest and best-known brand in global sports, a place like Ancient Olympia, in my opinion, deserves more. It should be a beautiful and well-kept city with modern hotels and facilities for all tastes and ages. It should be a city that honors its heritage, with an energy and pulse that is conveyed to every visitor. There are plenty of actions that can be taken to transform the city into a “must-visit place”, provided that the people of that place desire this.
Undoubtedly, the archaeological site, the Olympic Academy, the stadium and the museum, accessible all year round, will impress and inspire athletes and sports enthusiasts worldwide.

• GTP: Events have become an increasingly significant component of destination branding. Do you believe that the L’ETAPE Greece by Tour de France event can strengthen Greece’s brand?
  

Thanassis Papadimitriou: Of course I believe it! When the L’Etape Greece race was featured on the official site of the Tour de France, it was seen by over half a million cyclists and enthusiasts from every corner of the planet. Sports tourism is growing at a faster rate than any other form of tourism. In recent years, Greece has been hosting significant events by global sports brands, bringing our country more frequently into the spotlight. Prompted by these events, participants travel with friends and family, combining their journey with additional stays before or after the event to explore more places, post on social media, spend, shop, acquire experiences to share later in their own country, making Greece increasingly known and a sought-after destination. There are other opportunities for such trips, such as concerts, conferences, sports meetings, football matches. However, nothing compares to participating in such a challenging sports event and the life-changing experience it can offer.

“Efforts by the private sector have been made to bring well-known sports brands to Greece… The State has not yet been convinced regarding those initiatives’ contribution to raising the economic levels and remains quite hesitant…” – Thanassis Papadimitriou

• GTP: You mentioned sports tourism. I’d like your expert opinion on how you see Greece developing as a destination for sports event tourism. Are we “there” yet or does more have to be done for Greece to become an attraction for sports tourism at a global level?
  

Thanassis Papadimitriou: As I mentioned, efforts have been made in order to bring well-known sports brands in Greece. These have been mainly driven by the private sector. The State has not yet been convinced regarding those initiatives’ contribution to raising the economic, social, communication, and cultural levels, and remains, I would say, quite hesitant in providing their assistance and support. However, without public financial support, such initiatives cannot be sustainable for long since their demanding financial and communication needs require large budgets in order to be successfully executed.
Each location hosting such an event enjoys multiple benefits, on various levels, as I mentioned. We are certainly in a better position compared to 2018, but there is still enough space for improvement. Relevant ministries and regions should include in their budgets an amount exclusively allocated for sporting events. In EY ZHN Greece, we are continuously trying in every way to exert influence in this direction.

• GTP: What should we expect at this year’s L’ETAPE Greece by Tour de France event? Are registrations still open?
  

Thanassis Papadimitriou: Registrations have been open since July 2023, and up to now, we have received more than 600 registrations. Like last year, cyclists will have the opportunity to select between two different distances: “The Race”, a challenging 128-kilometer route, and a shorter but faster 76-kilometer route, “The Ride”. Both routes have been altered since last year and now go through some of the most beautiful landscapes and historical landmarks of Western Greece. Additionally, this year we are organizing “The Fun Ride,” a recreational, non-competitive 17-kilometer flat cycling route for people of all ages who love cycling. In general, we have made some changes and improvements to the overall race design that we believe will receive the most positive feedback!
For those wishing to participate, registrations are open until March 23.

• GTP: What message does EY ZHN Greece wish to send through this event?
  

Thanassis Papadimitriou: We really hope that the organization of such events will result in more people engaging in sports activities and having more frequent contact with nature. Unfortunately, most of the people living and working in large cities have forgotten about this need. By putting forward various excuses such as lack of time and money, people have neglected their body’s well-being, and the care of their bodies and souls. By paying attention to our external image, we tend to ignore what is really happening inside our body. We should change that.