From the Euregio to the world: Tour of the Alps turns ten

Since the signing of the strategic cooperation agreement between Tirol, Südtirol/Alto Adige and Trentino in 2016, the Tour of the Alps (TotA) has charted a path of continuous growth. In less than a decade, it has established itself as one of the most attractive races on the international cycling calendar, while serving as a unique showcase for the Euregio region.

Year after year, #TotA has attracted some of the sport’s leading names, pairing world-class competition with the breathtaking backdrop of the Alps and the warmth of a fan base that continues to grow. Building on this momentum, the Tour of the Alps now looks toward 2026. The tenth-anniversary edition, set for April 20th–24th, will be both a celebration and a fresh starting point, bringing together elite sport, innovation, safety, sustainability, and international promotion.

The 2025 edition, won by Australia’s Michael Storer, confirmed this trajectory by setting new benchmarks for visibility and engagement: €17.3 million in certified media value, global coverage, and a continually expanding audience. More than a sporting success, these results highlight a project that has united territories, communities, and a shared passion for cycling.

According to United Synergies, the 2025 Tour of the Alps generated €17.3 million in media value — a 35% increase over the past two years. Coverage spanned more than 1,800 media pieces, reaching an estimated 5 billion contacts and driving over 50 million online views. Italy led the media value ranking (€6.17 million), followed by France (€5.97 million) and Austria (€1.05 million), with Germany, the UK, and Spain further amplifying the event’s international reach. These figures confirm TotA as a powerful communication platform, delivering global brand visibility and audience engagement.

Through its partnership with Infront Sports & Media, the Tour of the Alps was broadcast live in more than 100 countries, with two hours of daily coverage. In Italy, the final stage on Rai 2 achieved a viewing share of over 4%, showing double-digit growth compared to 2024. Eurosport and TNT Sports attracted a combined audience of 6.2 million viewers across the five stages, while L’Équipe TV in France delivered 5.8 million viewers with an average 3.8% share. In Austria, coverage was secured by national broadcaster ORF.

“More than just a race, the Tour of the Alps is a project that promotes territory and culture, bringing sport and community together,” said General Manager Maurizio Evangelista. “The media value results confirm the strength of our format and the recognition it enjoys from riders, professionals, and fans. They also demonstrate the ability of the event and its host territories to command international attention. We are already preparing an exciting 2026 edition to celebrate the tenth anniversary of this Euro-regional initiative.”