Race-cations emerge as latest travel trend as fitness tourism gathers pace

Travellers are increasingly planning holidays around marathons, HYROX competitions, and other endurance events, as ‘race-cations’ emerge as one of the fastest-growing trends in international tourism.

According to LinkedIn News, more people are combining overseas travel with fitness competitions, turning races into the centrepiece of short breaks and longer holidays.

Research cited by the platform found that two in five people intend to plan international trips around major sporting or music events, while 60% have already done so.

The trend is creating new commercial opportunities for airlines, hotels, and destinations, with travel providers increasingly developing partnerships, accommodation packages, and race-weekend experiences aimed at endurance athletes.

Connor Davies, a partnerships and marketing specialist and author of The Race Brief, said race travel was becoming a major force within both tourism and mass participation sport. “The world is waking up to race travel, making it one of the most exciting trends and growth opportunities shaping the future of mass participation and the global race landscape,” he wrote on LinkedIn.

Davies pointed to TUI’s recent sponsorship of the Palermo Marathon as an example of how travel companies are increasingly integrating organised sporting events into their tourism strategies, with race experiences promoted alongside traditional holiday products.

For the travel insurance industry, the growth of race-cations presents both opportunities and challenges. Travellers taking part in organised endurance events may require cover that extends beyond standard leisure travel policies, particularly where participation in competitive events, sports-related injuries, medical treatment abroad, or event cancellations are concerned.

The trend is gaining particular momentum in Asia. LinkedIn News Asia reported that a HYROX event in Bangkok attracted more than 17,500 registered athletes, while the competition’s first three-day event in Singapore drew around 14,000 participants, with further expansion planned across the region. Hotels and travel providers are already responding by developing partnerships and bundled travel packages around race weekends.

The phenomenon reflects a wider shift in traveller behaviour, with fitness events increasingly becoming the reason for travelling rather than simply an activity during a trip.

As destinations continue to use endurance events to attract international visitors, insurers and assistance companies may see growing demand for products designed specifically for active travellers, while ensuring policy wording clearly communicates what is – and is not – covered when participating in organised sporting events.