Since touching down in Israel, Lance Armstrong has been posting photos to his Instagram account of local views and clocking up thousands of likes in the process.

That’s exactly the kind of exposure the OR Movement, a non-profit with a mission to strengthen the Negev and Galilee regions of Israel, was hoping to attain upon inviting the former professional road racing cyclist, who despite being stripped of his Tour de France cycling victories for doping, is still the world’s most famous bicyclist.

Armstrong is meant to ride across the Ramon Crater (Maktesh Ramon) today.

During his four-day trip, Armstrong – who has invested in Israeli high-tech in the past — visited Safed, Mount Adir, Jerusalem, Tel Aviv, and Galilee and Negev communities.

“We invited Armstrong and his friends to Israel to get acquainted with the Negev and Galilee, to get to know the people living in these areas, and to connect to Israel,” Roni Flamer, founding chair of the Or Movement, tells Yediot Aharonot newspaper. “This group visit is very important. Our guests share their experiences in Israel with their friends from across the world and this will open up new possibilities for us to invite others to the Negev and Galilee regions.”

Ran into these future champs outside the Jaffa Gate!

A photo posted by Lance Armstrong (@lancearmstrong) on

Tel Aviv by night. Excited to spend the week in this great country with close friends!

A photo posted by Lance Armstrong (@lancearmstrong) on

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