Tourexpi
TUI Sees Gen-Z Surge in ‘Race-cations’ and Sports 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
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