With a dynamic presence at the International Exhibition Eurobike 2025, which took place in Frankfurt from 25 to 29 June, the municipality of Rethymno stood out as the sole representative of Greece, projecting its tourism profile through the prism of cycling and sustainable tourism.
The participation, implemented by the municipality’s tourism department, is part of the strategy to promote Rethymno as a quality destination for thematic getaways, with cycling tourism at the forefront. The representation was undertaken by Martha Papadomichelaki, presenting Rethymno as an ideal field for authentic cycling experiences – in a natural and cultural landscape that unites traditional settlements, gastronomy and safety on the routes.
At the specially designed municipal pavilion, visitors were informed about the destination’s cycling infrastructure – including the extensive network of cycle paths, shared e-bikes, charging stations and specially designed thematic routes: from historical and nature trails to gastronomic tours in the hinterland. More than 1,000 information leaflets were distributed in German and English, with QR links for easy navigation in the field.
The Eurobike exhibition is a leading reference point for the global bicycle industry, bringing together:
1,500 exhibitors from 60+ countries
31,270 industry professionals
30,420 public visitors
200+ startups with innovations in the gravel, bikepacking, and outdoor adventures themes
Rethymno’s presence, in addition to enhancing its awareness, was accompanied by targeted meetings with tour operators, media, and bloggers, who are looking for authentic, environmentally friendly destinations. Germany, the Netherlands, Scandinavia, and Austria remain the main markets for the profile of cycling tourists, who emphasize quality accommodation, local identity, and sustainable practices.
As underlined by the mayor of Rethymno, Giorgis Marinakis, “our participation in Eurobike is not just a promotion, but an expression of our commitment to quality tourism. Rethymno is ready to welcome visitors seeking experiences, authenticity, and environmental awareness. Cycling tourism is a key pillar of this strategy.”
