Running tourism is on the rise

Running tourism is on the rise. 

Last month I completed the Marathon de Paris, alongside 57,463 runners. Around one third of runners had travelled internationally to be on that start line.  Then many of us got caught up in London marathon fever - where we saw record-breaking numbers (and times) on the iconic 26.2 mile city course.

But it’s not just marathon madness. 

According to TripAdvisor’s 2026 Trendcast report, “sweat-jetting” (also referred to as a “runcation”) is officially one of the year’s biggest travel drivers. People are booking based on challenge and adventure first, destination second. 

The data backs it up: the sports tourism market is projected to reach $2.12 trillion by 2032 and this “active” segment is one of the key drivers behind this staggering figure.

So why are we so running obsessed? 

The pandemic shifted mindsets. For many, running became part of their lifestyle in lockdown. Now it’s a non-negotiable. 

Millennials and Gen Z’s interests are changing - nightclubs are out, run clubs are firmly in. Physical and mental well-being is front and centre of decision making when it comes to social pursuits.  

That ‘health is wealth’ culture also extends to holiday decisions. A growing number of travellers are prioritising doing over seeing. They want immersive, unique experiences that will stay with them - something they can really shout about, or let’s be honest, post about. 

I get it. Crossing the finish line of one of the most iconic marathons in the world is the ultimate runner’s high. You get to experience a city from a totally different perspective. And you can immerse yourself in the local culture during your time there by wandering (ok, hobbling) the streets, grabbing a coffee, eating out and soaking in the city’s atmosphere. It feels almost life-affirming. 

Striding out in Edinburgh is no marathon, but we’re here to showcase the city to those sweat-jetters looking for a fresh, fun, exhilarating way to discover the city. 

Are you planning a runcation this year? I’m always looking for inspiration for the next adventure!