Marathon Tourism: Running to the Ends of the Earth

Marathon tourism is a burgeoning industry segment that blends athletic ambition with the thrill of travel.¹ It’s a phenomenon where participants travel to distant locations, often internationally, to compete in a marathon or other endurance event, transforming a single race into a multi-day vacation for themselves and their companions.² This report delves into the key aspects of this dynamic industry, from its market size and economic impact to the demographic profile of its participants and future trends.

Market Overview and Growth Drivers

The global marathon tourism market is a rapidly expanding sector of the larger tourism industry.³ In 2024, the market was valued at an estimated $6.2 billion, with a projected compound annual growth rate (CAGR) of 8.1% to reach an estimated $11.9 billion by 2033.⁴ This impressive growth is fueled by several key factors:

• Rise of Experiential Travel: Modern travelers, particularly younger and more affluent demographics, are moving away from passive sightseeing and are actively seeking unique, immersive experiences.⁵ Marathon tourism perfectly aligns with this trend, offering a blend of personal achievement, cultural immersion, and local exploration [2, 3].
• Growing Health and Wellness Consciousness: A global focus on health, fitness, and active lifestyles is driving more people to adopt running as a hobby.⁶ As a result, marathons have evolved from niche sporting events into major public attractions [2].⁷
• Government and Tourism Board Support: Cities and countries are increasingly recognizing the economic benefits of hosting marathons. They are investing in infrastructure and promotional campaigns to attract marathon tourists, who generate significant economic activity through hotel stays, restaurant patronage, and retail sales [2].⁸
• Proliferation of International Events: The number and diversity of marathon events worldwide are increasing.⁹ This includes not only the prestigious “World Marathon Majors” but also a wide array of themed races and adventure marathons in exotic locations [2, 4, 6].¹⁰
• Enhanced Accessibility: Improved travel infrastructure and the rise of online travel agencies (OTAs) have made it easier than ever for participants to plan and book their marathon-related travel [2, 3].¹¹

Economic Impact on Host Cities

The economic ripple effect of marathon tourism is substantial.¹² A Brand Finance report in 2025 found that the world’s 50 biggest marathons have an aggregate economic impact of $5.2 billion.¹³ The Abbott World Marathon Majors alone account for more than half of this value, generating $2.7 billion [5].¹⁴

• Increased Revenue: Host cities see a significant boost in revenue from participants and spectators who spend money on accommodation, food, local transport, and tourist attractions.¹⁵ For instance, the 2024 Boston Marathon generated an estimated $509.1 million in economic activity [8].¹⁶
• City Branding and Promotion: Marathons serve as powerful marketing tools, enhancing a city’s brand image and attracting future tourists.¹⁷ The events highlight a city’s unique landmarks, culture, and infrastructure to a global audience [5, 6].¹⁸
• Charitable Giving: Many marathons are major fundraising platforms, with the world’s top 50 marathons raising an estimated $425 million for charity in 2024 [5].¹⁹

Profile of the Marathon Tourist

Marathon tourists are a distinct and valuable demographic. While motivations vary, research has identified key characteristics:

• Affluent and Educated: Marathon participants often have higher levels of education and disposable income, enabling them to travel for races [7].²⁰
• Motivated and Focused: A significant portion of marathon tourists (around 66.7%) travel primarily for the race, while others integrate the event into a broader vacation [7].
• Age and Gender: The most lucrative segment of the marathon tourism market is the 31-50 years age group, who typically have higher incomes and established travel habits.²¹ While studies show no significant differences in participation by gender, there are more male tourists who primarily travel for the sport [2, 7].
• Social and Experiential: Runners can be segmented into profiles like “socializers,” “marathoners,” and “holidayers,” each with different motivations and spending habits [7].²²

Key Marathon Destinations and Events

The marathon tourism landscape is a mix of iconic, historical races and unique, adventure-based events.²³

• Abbott World Marathon Majors: The six most prestigious marathons globally, which are a key driver of international tourism, include Tokyo, Boston, London, Berlin, Chicago, and New York City.²⁴ The Sydney Marathon is also part of this elite series [4, 6].²⁵
• Historic and Scenic Races: The Athens Marathon, which traces the route of the original marathon, offers a deeply historical experience.²⁶ The Big Sur International Marathon in California is celebrated for its stunning coastal scenery [6].²⁷
• Adventure and Themed Marathons: Beyond traditional races, there are unique events like the Great Wall Marathon in China with its 5,164 steps, the Big Five Marathon in South Africa through a game reserve, and the Inca Trail Marathon in Peru, attracting runners seeking a challenge in a non-traditional setting [4, 6].²⁸
• Emerging Destinations: Cities in Asia-Pacific, such as those in China and Japan, are rapidly expanding their marathon scenes, attracting both local and international runners [2, 8].²⁹

The Future of Marathon Tourism

The industry’s future looks promising, with continued evolution driven by technology and changing consumer preferences.

• Virtual and Hybrid Events: The COVID-19 pandemic accelerated the adoption of virtual and hybrid marathon formats, offering runners new ways to participate and connect globally [2, 8].
• Technology Integration: Wearable technology and digital platforms are enhancing the runner’s experience and providing new ways for organizers to engage with participants [2, 8].
• Sustainability and Eco-Tourism: There is a growing focus on sustainability, with marathons aiming to reduce their ecological footprint and promote eco-conscious behaviors among participants [8].³⁰ This includes initiatives like eco-friendly transport and waste management [3].³¹

In conclusion, marathon tourism is no longer a niche market but a significant force in the global travel industry.³² Its growth is intrinsically linked to a societal shift towards health and wellness, a desire for authentic experiences, and the proactive efforts of host cities to leverage these events for economic and cultural gain.³³ As the industry continues to innovate, it is poised to create even more opportunities for both runners and destinations alike.

Citations

[1] Marathon Tourism: Top Cities Where You Can Run and Roam. The Times of India.

[2] Marathon Tourism Market Research Report 2033.34 Growth Market Reports.

[3] Marathon Majors Fan Travel Market Research Report 2033. Growth Market Reports.

[4] World’s best marathons and running festivals in 2025.35 Sports Tourism News.

[5] Marathon events have significant economic impact on the cities where they run.36 Ausleisure.

[6] Destination Marathons Around the World. IMPACT Magazine.

[7] Consumer profiles of runners at marathon races. ResearchGate.

[8] UK, U.S., And Japan Take Center Stage As The Ultimate Destinations For Marathon Enthusiasts. Travel and Tour World.