Tourism data shows recreational sports are becoming an integral part of travel plans, with running trips among the top choices.

Run travel—also called runcations or racecations—provides an opportunity for people to combine their interest in running with discovering destinations.

Run clubs have become the new nightclubs according to fitness app Strava's Year in Sport: Trend Report. Its findings reveal a huge rise in run club participation and group activities, with ‘making social connections’ revealed as the lead motivator for people to exercise.

Strava recorded a 59 per cent increase in running club participation globally in 2024.

Contiki chief marketing officer Lottie Norman told National Geographic: “Run clubs represent more than a fitness trend for our audience, they’re a way to connect, explore and build community in an increasingly fragmented, online world.

"The appetite for active trips is increasing as bookings on our active itineraries surged 105 per cent from 2023 to 2024, with group runs emerging as trip highlights.”

A recent survey by travel search engine Skyscanner also found 50 per cent of Australian respondents plan to engage in a running trip this year, with 92 per cent of those surveyed either participating or hoping to participate in an endurance event.

Skyscanner's data shows 51 per cent of 25-34-year-olds are looking to explore a new place by running or cycling, while 31 per cent of all Australian travellers have taken a fitness class while on holiday.

A survey by Accor Group found 18 per cent of British respondents plan to travel for sports in 2025, which coincides with a 50 per cent rise in searches for “workout holidays” over the past year.

Accor said marathons and Ironman events draw international participants, motivating travellers to plan trips around these competitions.

"Races in picturesque locations, such as historic cities, allow participants to experience new environments while engaging in their favourite sport," Accor said.

"These events often highlight the local culture, landmarks, and natural beauty, enhancing the overall travel experience."

Runners flock to Sydney Marathon

The 2025 TCS Sydney Marathon will take place on Sunday, 31 August, with 35,000 participants expected, setting another record for Australia’s largest-ever marathon.

Runners from more than 100 different nations will descend on the Harbour City, with the event showcasing the vibrant atmosphere, energy and excitement that make Sydney a must-visit destination on the global marathon calendar.

Sydney Marathon became an Abbott World Marathon Major event in late 2024, elevating it to the pinnacle of global marathons.

The achievement positions Sydney alongside the world’s largest and most renowned marathons, including the Tokyo, Boston, London, Berlin, Chicago and New York City Marathons.

Abbott World Marathon Major status is the gold standard in marathon running, attracting the world’s greatest distance runners and wheelchair racers. The races draw global attention, elevating both elite competition and the experience for thousands of running enthusiasts.

Around 1.1 million people, for example, applied for a spot on the start line at the 2026 London Marathon.

This week, TCS Sydney Marathon announced its runners have raised a record-breaking $8 million for charities in 2025.

During the announcement, the Sydney Opera House forecourt set the stage for Sunday's event, with Australia's top marathoners standing alongside some of the world’s greatest marathon runners, including Eliud Kipchoge (Kenya) and Sifan Hassan (Netherlands).

The TCS Sydney Marathon is supported proudly by Destination NSW. The event is owned by Athletics Australia and managed by Pont3.

Learn more about TCS Sydney Marathon here.

The world's top 50 marathons

Brand Finance's Marathons 50 Report shows TCS Sydney Marathon ranks among top 10 strongest marathon brands globally for 2025.

According to Brand Finance, Sydney Marathon has contributed an estimated $54 million to the city.

The report reveals Abbott World Marathon Majors’ collective brand value is $1.5 billion.

Brand Finance Managing Director Australia Mark Crowe said: "As participation continues to grow year on year, these marathons are not only becoming major international events but also exemplify how sports can advance community wellbeing, sustainability, and strong governance, reinforcing their impact both locally and on the world stage.”

Learn more here.