TUI Sees Gen-Z Surge in ‘Race-cations’ and Sports Tourism - Get updated on what's happening in tourism!

TUI UK & Ireland reports a sharp rise in sports tourism bookings driven by Gen-Z travellers, who are increasingly combining city breaks with international running events. For the first time, the largest age group participating in the upcoming TUI Palma Marathon is 25–29-year-olds, marking a clear shift from the previous 40–45 age bracket.

Sports tourism on the rise

According to TUI, the trend mirrors a broader shift across Europe. The London Marathon has revealed that more than one-third of 2026 entrants are aged 18–29, while female participation is also increasing — women made up 46% of runners in the October TUI Palma Marathon.

“Race-cations are redefining British holiday habits, with Gen-Z leading the way,” said Chris Logan, Commercial Director of TUI UK & Ireland. “By tapping into this market, we’re attracting new demographics to destinations while extending the travel season. Many sporting events take place outside peak months, boosting tourism in the shoulder periods and benefiting runners, destinations, and hotels alike.”

Mediterranean marathons and new sponsorship

Following successful sponsorships of the TUI Palma Marathon and Rhodes Marathon, the travel group has announced it will sponsor the TUI Cyprus Marathon in March 2026.

Logan added: “We’re thrilled to support the Cyprus Marathon next year. Cyprus saw a 10% year-on-year increase in visitors in 2025 and is now our fourth most-booked destination. There’s a huge appetite for race-cations across the Mediterranean.”

The TUI Palma Marathon Mallorca welcomed over 9,000 participants from 76 countries this year and sold out two months before the race, underscoring the growing popularity of combining athletic challenges with memorable short breaks.

From 5k runs to full marathons, TUI’s race-cation packages make it easier than ever for travellers to tick off bucket-list races in sun-drenched European destinations, proving that the next generation of travellers is running not just for medals—but for experiences.

Image Credit: © TUI Group