Greg Van Avermaet, the Olympic gold medalist from the 2016 Rio de Janeiro Games, is promoting Álava and Vitoria-Gasteiz as ideal destinations for road, gravel, and mountain cycling this week. This initiative is part of the ‘Come Travel’ campaign launched by the tourism departments of the Álava Provincial Council and the Vitoria-Gasteiz City Council.
With over 265,000 followers on social media, Van Avermaet is sharing his cycling and sightseeing experiences in Vitoria-Gasteiz and Álava. During his visit, he has been hosted by local cyclist Lourdes Oyarbide and has explored the Medieval Almond, sampled renowned local pintxos, and completed various gravel and road routes in Gorbeialdea, Llanada Alavesa, and Añana.
Among the routes he has cycled are the green paths around Landa and the Salado Valley, the cycling path of the Vasco-Navarro Railway, and several roads near the provincial capital. Additionally, Van Avermaet is participating in the Orbea Gravel Rioja Alavesa 2026 event, which features a challenging 102-kilometre course with over 2,000 metres of elevation gain, taking riders through the villages, wineries, and vineyards of the region.
This promotional effort aims to position Álava and its capital as a cycling destination in Belgium, one of the most significant source markets for the region, thanks to direct flight connections between Foronda Airport and Charleroi in Belgium. In 2025, over 9,300 visitors from Belgium came to Álava, booking 16,602 nights in hotels, agritourisms, and tourist apartments, representing a 10.5% increase compared to 2024.
