Marathon tourism is gaining prominence as a fast-growing segment of the global travel industry, with record participation in major races and more travelers crossing borders to take part. Industry reports indicate a growing number of runners choosing destinations based on marquee events, reshaping travel habits and boosting local economies.
The trend reflects the diversification of motivations for travel in recent years. Once driven primarily by leisure and sightseeing, trips now increasingly revolve around sports, concerts, and cultural events. In Spain and beyond, more tourists are combining fitness with travel, with marathons at the center of this shift.
Record Participation in Major Marathons
The Year in Sport Trend report highlighted that marathon registrations worldwide increased by 9% in 2024. The New York City Marathon, one of the world’s premier races, drew more than 55,000 participants last year, setting a record. In 2025, the Tokyo Marathon attracted over 38,000 runners, the highest number in its history, underscoring the global demand for these events.
According to the 2024 Global Runners Survey by Running USA, the location of a marathon is a decisive factor for athletes when choosing races. The survey found that runners increasingly see marathons not only as athletic challenges but also as opportunities to explore new cities and cultures. This trend has made marathons a powerful driver of destination tourism.
Six events stand out as the pinnacle of marathon travel: the New York City Marathon, Boston Marathon, Chicago Marathon, London Marathon, Berlin Marathon, and Tokyo Marathon. Collectively known as the World Marathon Majors, these races attract tens of thousands of international runners and even more supporters who travel with them. Host cities benefit from significant economic impact, with hotels, restaurants, and transport services experiencing surges in demand during race weekends.
Fitness and Travel Converge
Travel motivations are shifting as exercise and wellness become central to daily life for many people. Completing a marathon is seen as both a personal milestone and a travel-worthy experience, leading athletes and amateurs alike to book long-haul trips to join prestigious races. This has given rise to marathon tourism as a recognized niche within the wider sports tourism sector.
Spain, like many other countries, has noted the rising number of travelers planning trips around sports and fitness. While fans continue to travel widely for football tournaments, tennis Grand Slams such as Roland Garros in Paris or the US Open in New York, and Formula 1 races, marathons have grown into a distinctive category. The combination of personal challenge and destination appeal has created a strong pull for international visitors.
Tour operators and travel agencies are responding with packages that include race entry, accommodation, and sightseeing options. Airlines are also adapting, with some carriers offering tailored services to groups of marathon runners, including flexible luggage policies for sports equipment and adjusted meal options to meet pre-race needs.
Economic and Cultural Impact
Marathon tourism has become an important source of revenue for host cities. Beyond entry fees, international participants spend on hotels, dining, shopping, and attractions. Local governments and tourism boards have embraced marathons as signature events that promote both economic growth and cultural visibility.
The broader cultural appeal of marathon events also contributes to their popularity. Races often pass through iconic landmarks, providing both runners and spectators with unique experiences. The London Marathon showcases the River Thames and Westminster, Berlin’s race highlights the Brandenburg Gate, New York’s course covers all five boroughs, and the Istanbul Marathon uniquely spans two continents by crossing the Bosphorus Bridge. These elements make marathons an attractive option for travelers seeking immersive experiences.
Analysts point to the growing role of marathons in shaping destination branding. Cities that host major races gain international exposure, reinforcing their identity as vibrant, active, and welcoming. This marketing value, coupled with the direct financial benefits, has led more destinations to develop and promote their own marathon events in hopes of joining the global circuit.
Future Outlook
With health, wellness, and active lifestyles continuing to drive consumer preferences, the outlook for marathon tourism remains strong. Industry experts predict further increases in participation, particularly among younger travelers who view marathons as both athletic and social milestones. Digital platforms and running communities are expected to amplify this growth by connecting athletes with events across the globe.
As more destinations seek to capture the benefits, competition to host international marathons is likely to intensify. Organizers are focusing on enhancing runner experiences, from efficient logistics to cultural programming around race weekends. This emphasis aims to ensure that marathons remain not just races, but full-scale tourism events.
What began as a niche pursuit is now a global movement. Marathon tourism has become a significant trend, blending fitness with travel, and giving cities worldwide new opportunities to attract visitors. With record participation levels and expanding economic impact, the rise of marathon tourism signals a new era in the evolution of global travel.
