Athens as a Global Arena: Strengthening Our Sports Tourism Strategy

Athens, well-known for its cultural heritage, is expanding its presence in hosting international sporting events.  At This is Athens Convention & Visitors Bureau, we view sports tourism not merely as a leisure activity, but as a key element for the city's visitor economy.

The development of sports tourism is important for the ongoing development of Athens. By attracting athletes, support teams, and spectators for major competitions, we effectively extend the tourism season beyond the traditional summer months. Events such as the Athens Authentic Marathon in November or the upcoming 2026 EuroLeague Final Four in the spring serve as powerful tools to mitigate seasonality. They generate significant economic activity and hotel occupancy during off-peak periods, ensuring a more balanced and resilient tourism model for the city and our local stakeholders.

Building Bridges: The Chengdu Delegation

This strategy was put into practice during the recent 42nd Athens Marathon. The Authentic. From 7–10 November 2025, This is Athens CVB facilitated a targeted fam trip for the "Sichuan Chengdu-Embrace Athens Running Team," a delegation of runners from Chengdu, China.

Recognising the relevance of the Chinese market, our bureau managed the hospitality, transfers, and meal planning  for the eight-member team. The visit extended beyond the racecourse; the delegation was given a tour of Athens City Hall and was officially welcomed by the Deputy Mayor for Financial Planning, Mr Georgios Yannaros.

Thought Leadership: The Sports Tourism Forum

Following the momentum of the Marathon, the dialogue on the future of the sector continued at the Sports Tourism Forum, held at the Athens War Museum on 11–12 November.

With Athens preparing to host the 2026 EuroLeague Final Four next spring, the timing was well-aligned . Mr Ioannis Georgizas represented the agency at the forum, outlining the city's direction. He emphasised that Athens is well positioned to host not only large-scale championships but also the accompanying sports congresses and corporate events.

By supporting events like the Sports Tourism Forum and facilitating international exchanges with cities like Chengdu, This is Athens CVB & Develop Athens continues to position the Greek capital as a competitive, multi-dimensional destination capable of delivering world-class experiences for the global sports industry.

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