Travel: Sweat, Sightseeing, and Potential Burnout: Unpacking the Rise of Fitness Holidays

Why it is the topic trending: The Rise of Marathon Tourism: Why Combining Fitness Challenges with Travel is the Latest Holiday Trend

• Emergence of "Marathon Tourism": The article introduces the growing trend of combining long-distance travel with participation in fitness challenges like marathons and Hyrox events, describing it as a new holiday habit.

• Increased Participation in International Sports Events: Sports Tours International reported a significant increase (over 30%) in sign-ups from UK residents for trips to major international mass-participation sports events between 2022 and 2024, demonstrating a rising interest in this type of travel.

• Mainstream Travel Companies Embracing Fitness Holidays: Package companies like Tui are partnering with marathon leagues and using taglines like ‘Sun, run, fun’ to sponsor races, indicating the trend is gaining mainstream traction.

• Hotels Catering to Fitness Enthusiasts: Even hotel chains like The Hoxton are now offering ‘marathon reservations’ that include training runs and tailored menus, further highlighting the trend's growing popularity and commercial appeal.

Overview: From Postcards to Personal Bests: Exploring the Appeal and Potential Pitfalls of Fitness Holidays

The article examines the burgeoning trend of fitness holidays, where travelers combine vacations with participation in demanding physical events like marathons and Hyrox competitions. The author recounts her own experience with marathon tourism in Paris, highlighting the blend of athletic achievement and cultural exploration. The piece explores the reasons behind this trend, including the desire for purpose-driven well-being and post-pandemic "catch-up mode." It also delves into the social connections fostered by these events and the amplified sense of achievement in new surroundings. However, the article also raises concerns about the potential for burnout and the performative aspect of extreme wellness travel, questioning whether this trend might be adding to societal pressures.

Detailed findings: Miles and Memoirs: Key Insights into the Fitness Holiday Phenomenon

• Marathon tourism is described as a holiday habit where pain and pride collide.

• The author has run marathons in London, New York, and Seville, and recounts a recent marathon in Paris.

• Sports Tours International saw over a 30% increase in sign-ups from UK residents between 2022 and 2024 for trips to international sports events.

• Tui is partnering with the Mediterranean Marathon League, sponsoring races in Mallorca, Cyprus, and Rhodes.

• Rhodes hosted a record 4,500 runners from 60 countries in April 2025.

• The Hoxton hotel chain now offers ‘marathon reservations’ in several cities, including training runs and tailored menus.

• Wellness travel is predicted to become a trillion-dollar industry.

• The Hyrox World Championships draw more than 6,000 athletes from 80 countries.

• An understanding of how we travel begins with why; traditionally, wellness tourism offered an escape from stress, but now it’s about enhancement – pushing limits and gaining a sense of mastery.

• This reflects a societal move towards “eudaimonic” wellbeing, which emphasises growth, meaning and self-realisation over short-term pleasure.

• The urge to engage in extreme fitness experiences on holiday may stem from the ‘catch-up mode’ after lockdowns and the perception of ‘temporal scarcity.’

• Competing in new surroundings can amplify the high of achievement due to novel settings stimulating curiosity and engagement.

• Fitness challenges in aesthetically pleasing environments can reduce cortisol levels and increase alpha brainwave activity, associated with relaxation.

• Active holidays have been shown to lead to greater increases in vitality and post-trip satisfaction compared with sedentary breaks.

• There can be a performative element to extreme wellness travel, potentially fueling ‘competitive self- improvement’ driven by external validation.

• Burnout is a risk if rest is not prioritized, as seen in the experience of a 27-year-old sports journalist who spent holiday time exclusively on sporting events.

• It is crucial to have a boundary-based approach to rest and remember that worth isn’t measured in medals or miles.

Key success factors of product (trend): The Finish Line Feeling: Why Fitness Holidays are Gaining Traction

• Sense of Achievement and Mastery: Completing a significant fitness challenge like a marathon or Hyrox event provides a profound sense of accomplishment and personal mastery.

• Combining Fitness with Travel: This trend allows individuals to pursue their fitness goals while also exploring new destinations and cultures, offering a dual benefit.

• Social Connection and Community: These events often bring together like-minded individuals from around the world, fostering new friendships and a sense of community around shared goals.

• Enhanced Well-being and Vitality: Participating in physical challenges on holiday can lead to increased feelings of vitality and post-trip satisfaction.

• The "OOO Flex": Achieving a personal best or completing a challenging event can serve as a unique and impressive way to showcase one's dedication and adventurous spirit.

Key Takeaway: Run, See, But Remember to Rest: The Allure and Potential Burnout of Combining Fitness Challenges with Travel

The key takeaway is that while fitness holidays, such as marathon tourism, offer a unique and fulfilling way to travel by combining athletic achievement with exploration and social connection, there is also a significant risk of burnout if rest and recovery are not prioritized. The trend taps into a desire for purpose-driven well-being but can become problematic if it fuels competitive self-improvement and overshadows the need for genuine relaxation.

Main trend: The Sweatcation Surge: The Rising Popularity of Fitness Holidays and Marathon Tourism in 2025

The main trend in travel is the increasing popularity of fitness holidays, particularly those centered around challenging endurance events like marathons and Hyrox competitions, where individuals travel to new destinations to participate in sporting events, blending physical exertion with sightseeing and cultural experiences.

Description of the trend (please name it): The Mara-cation Mania: Describing the Boom in Marathon and Fitness Challenge Holidays

The Mara-cation Mania: This trend describes the significant rise in popularity of holidays where individuals travel to participate in mass-participation sports events, such as marathons, half-marathons, ultramarathons, and functional fitness competitions like Hyrox. These trips combine the pursuit of personal fitness goals and athletic achievement with the opportunity to explore new destinations, experience different cultures, and connect with a global community of fellow fitness enthusiasts.

Description of consumers article is referring to: Who's Packing Their Trainers? Describing the Fitness Holiday Traveler

• Likely individuals with existing fitness interests: Participants are typically involved in running, functional fitness, or other endurance sports.

• Goal-oriented travelers: They often have specific performance goals, such as achieving a personal best in a race.

• Socially motivated individuals: Many find these events a way to connect with others who share their passion for fitness.

• Adventurous spirits: They are willing to travel to new locations to pursue their fitness goals.

• Individuals seeking a sense of achievement and self-realization: Completing a challenging event is a significant motivator.

• Potentially high-achieving individuals: The article notes a link to high-achieving women pushing themselves harder on holiday.

• Individuals looking for a way to switch off from work: For some, the focus on a fitness challenge provides a mental break from professional life.

• Who are them: Individuals who are actively involved in fitness, particularly endurance sports like running and functional fitness. They are often goal-oriented, adventurous, and motivated by a sense of achievement and social connection through shared physical challenges.

• What kind of products they like: They likely purchase specialized athletic gear, such as running shoes, apparel (often Lycra), and fitness trackers. They might also be interested in recovery products like massage tools and supplements. Travel arrangements, including flights and accommodations near event locations, are also key purchases.

• What is their age?: The article mentions individuals in their twenties, thirties, and forties participating in these events, suggesting a broad age range of active adults. Gen X and Millennials, who are often focused on wellness and experiences, are likely well-represented.

• What is their gender?: While the article features experiences of both male and female participants, it also notes observations about high-achieving women being drawn to this trend. The appeal likely spans genders among fitness enthusiasts.

• What is their income?: Traveling internationally for events and potentially staying in hotels like The Hoxton suggests that participants often have a comfortable disposable income to allocate to travel and event registration fees.

• What is their lifestyle: They likely lead active lifestyles with a strong focus on fitness and personal achievement. They are willing to dedicate time and resources to training and participating in challenging physical activities, even during their holidays.

• What are their shopping preferences in the category article is referring to: They prioritize booking travel to specific event locations. They may look for hotels that cater to athletes, offering amenities like early breakfast or training facilities. Registration fees for races and competitions are also key purchases.

• Are they low, occasional or frequent category shoppers: This would likely vary. Some individuals might participate in one or two international fitness events per year, while others, like the sports journalist mentioned, might dedicate all their holiday time to such events, indicating frequent engagement.

• What are their general shopping preferences - how they shop products, shopping motivations): They are likely to research events and travel options online, potentially using platforms like Sports Tours International or booking directly with race organizers and hotels. Their motivations include achieving fitness goals, experiencing new places, connecting with others, and a sense of personal accomplishment.

Conclusion: The fitness holiday traveler is typically an active individual, often involved in endurance sports, who seeks to combine their passion for fitness with the opportunity to explore new destinations and achieve personal goals through participation in challenging events. They value achievement, social connection, and are willing to invest time and resources in these unique travel experiences.

What is consumer motivation: The Push for Performance on Holiday: What Drives Fitness-Focused Travel?

• Goal-Oriented Travel: Setting and achieving fitness goals, like completing a marathon or improving a personal best, becomes the central purpose of the holiday.

• Sense of Mastery and Enhancement: Travelers seek to push their limits, gain a sense of mastery over a physical challenge, and experience personal growth.

• Social Connection and Camaraderie: These events provide opportunities to connect with like-minded individuals from around the world, fostering friendships and a sense of community around shared goals.

• Amplified Achievement in New Surroundings: Completing a fitness challenge in an unfamiliar and exciting location can amplify the sense of accomplishment.

• Post-Traumatic Growth: For some, these extreme experiences can tap into a need for personal growth and resilience, particularly after challenging life events.

What is driving trend: The Rise of Eudaimonic Well-being and Post-Pandemic Urgency

• Shift Towards Purpose-Driven Well-being: A societal move towards emphasizing growth, meaning, and self-realization over short-term pleasure in wellness pursuits.

• Post-Lockdown "Catch-Up Mode": A pent-up demand for freedom and adventure following the restrictions of the 2020 lockdowns.

• Perception of Temporal Scarcity: An urgency to live more fully and intensely, leading individuals to seek out transformative travel experiences.

• Increased Popularity of Fitness and Wellness: A general rise in interest and participation in fitness activities globally.

• Growth of "Live Tourism": The trend of traveling for live events, including sports, music, or social gatherings, is contributing to the popularity of fitness holidays.

What is motivation beyond the trend: The Quest for Kudos, Connection, and a Narrative of Strength

• High Social Capital: Completing these events provides engaging stories and impressive photos that position individuals as adventurous and disciplined.

• Fast-Tracking Friendship: Shared training and competition can quickly forge strong social bonds with fellow participants.

• Collective Effervescence: The shared experience of a challenging event can create a unifying emotional state of belonging and well-being.

• Narrative of Independence and Transformation: For individuals facing personal challenges, completing a fitness event abroad can symbolize strength and resilience.

• Escapism and a Focus Outside Daily Life: The intensity of training and the event itself can provide a welcome distraction and focus away from work and family pressures.

Conclusions: More Than Just a Race: The Complex Motivations Behind the Fitness Holiday Phenomenon

Fitness holidays, particularly marathon tourism, represent a multifaceted trend driven by a desire for personal achievement, the allure of combining fitness with travel, and the social connections forged through shared challenges. While offering significant benefits like enhanced well-being and a sense of mastery, this trend also carries the risk of burnout and can sometimes be fueled by external validation rather than genuine self-fulfillment, highlighting the importance of balancing ambition with the need for rest and recovery.

Implications for brands: The Active Adventure Market: Opportunities for Travel and Fitness Industries

• Travel Agencies and Tour Operators: Can create specialized packages catering to fitness enthusiasts, including event registration, training resources, and accommodations near event locations.

• Sports Event Organizers: Can partner with travel companies and hotels to offer bundled deals for participants traveling from abroad.

• Athletic Apparel and Gear Companies: Can target this market with products designed for training and competing in various climates and conditions.

• Wellness and Recovery Businesses: Can offer services like massages and physiotherapy to athletes participating in these events.

• Tourism Boards: Can promote their destinations as ideal locations for both fitness events and pre/post-event recovery and exploration.

Implication for society: The Evolving Definition of Holiday: From Relaxation to Achievement

The rise of fitness holidays reflects a shift in how some individuals define a successful holiday, moving away from purely passive relaxation towards experiences that involve physical challenge, personal growth, and a sense of accomplishment.

Implications for consumers: Your Vacation, Your Victory: Choosing a Holiday That Challenges and Rewards

Consumers are presented with a new type of holiday that combines travel with personal fitness goals, offering a potentially more rewarding and memorable experience for those who enjoy physical challenges.

Implication for Future: The Endurance Escape: Fitness Challenges as a Lasting Holiday Trend

Given the increasing interest in wellness and personal achievement, fitness holidays are likely to remain a popular and growing trend in the travel industry.

Consumer Trend: The Active Escape:

• Name: Fitness Tourism

• Detailed description: Individuals are increasingly traveling to participate in fitness-related events and activities, such as marathons, races, and wellness retreats, combining their passion for fitness with the opportunity to explore new destinations.

Consumer Sub Trend: The Marathon Migration:

• Name: Marathon Tourism

• Detailed description: A specific segment of fitness tourism where travelers specifically plan their holidays around participating in marathons or other long-distance running events in different locations.

Big Social Trend: Purpose-Driven Pursuits:

• Name: Eudaimonic Travel

• Detailed description: A move towards travel experiences that emphasize personal growth, meaning, and self-realization, aligning with a broader societal focus on purpose-driven well-being.

Worldwide Social Trend: Global Fitness Communities:

• Name: Fitness Without Borders

• Detailed description: The rise of mass-participation sports events creates global communities of like-minded individuals who travel internationally to compete and connect.

Social Drive: The Urge to Achieve and Connect:

• Name: Sweat and Socialize

• Detailed description: The motivation to combine physical challenges with social interaction and the camaraderie of shared experiences is a key driver behind fitness holidays.

Learnings for brands to use in 2025:

• Target Fitness Enthusiasts with Travel Options: Recognize the growing market for holidays centered around physical activity and achievement.

• Highlight the Social and Experiential Aspects: Emphasize the community and the opportunity to explore new places alongside fitness challenges.

• Acknowledge and Address Burnout Risks: Promote the importance of rest and recovery in conjunction with active holidays.

Strategy Recommendations for brands to follow in 2025:

• Create Packages Combining Event Entry, Travel, and Accommodation: Offer convenient and comprehensive travel solutions for fitness events.

• Partner with Fitness Communities and Influencers: Collaborate with running clubs, gyms, and fitness personalities to reach the target audience.

• Promote Pre- and Post-Event Recovery and Exploration Options: Encourage travelers to incorporate rest and sightseeing into their fitness holidays.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it.: The Rise of the Sweatcation: Capitalizing on the Growing Desire for Fitness-Focused Travel While Being Mindful of Potential Burnout

The core trend is the increasing popularity of fitness holidays, particularly marathon tourism, driven by a desire for achievement, exploration, and social connection; travel and fitness brands in 2025 should cater to this market by offering specialized packages and emphasizing both the rewards and the importance of balancing activity with rest to ensure a positive and sustainable travel experience.

Final Note:

• Core Trend: Fitness Holiday Boom - A significant increase in travel centered around participation in fitness challenges.

• Core Strategy: Offer Comprehensive Active Travel Solutions - Provide packages that cater to the specific needs of fitness travelers.

• Core Industry Trend: The Blurring of Leisure and Achievement - Holidays are increasingly incorporating elements of personal challenge and accomplishment.

• Core Consumer Motivation: Purposeful Well-being and Social Connection - Travelers seek growth, meaning, and community through active travel experiences.

Final Conclusion:

The surge in fitness holidays, especially marathon tourism, reflects a profound shift in how many individuals approach their time off, blending the pursuit of physical achievement with the exploration of new horizons. While this trend offers significant rewards in terms of personal growth, social connection, and enhanced well-being, it also carries the risk of pushing individuals too hard, potentially leading to burnout. For the travel and fitness industries, understanding these complex motivations and potential pitfalls is crucial. By offering comprehensive travel solutions that support both the athletic endeavors and the recovery needs of these travelers, while also promoting a healthy balance between activity and rest, brands can effectively cater to this growing market and contribute to truly fulfilling and sustainable holiday experiences.

Core Trend Detailed: Sweat and Scenery: The Blending of Fitness Challenges with Destination Travel

The core trend is the significant rise in popularity of fitness holidays, particularly those revolving around participation in physically demanding events like marathons, ultramarathons, and functional fitness competitions. This form of travel represents a convergence of fitness lifestyles with vacation planning, where individuals are no longer content with purely sedentary breaks but instead seek to integrate their athletic pursuits into their time off. These trips are characterized by dedicated training schedules leading up to the event, the physical exertion of competition often serving as a focal point of the holiday, and frequently a post-event period of recovery and exploration of the chosen destination. The "mara-cation," as the article coins it, embodies this increasingly common blend of athletic endeavor and travel, highlighting a shift towards purpose-driven vacations focused on personal challenge and accomplishment, often fueled by a desire for eudaimonic well-being and post-pandemic catch-up.

Key Characteristics of the Core trend: Miles with a Mission: Defining the Fitness Holiday Phenomenon

• Travel to Participate in Structured Fitness Events: The primary motivation for these holidays is to travel to a specific location with the explicit goal of participating in an organized fitness event, ranging from runs and triathlons to adventure races and functional fitness competitions.

• Integration of Training and Activity into the Holiday: While the main event is central, the holiday often involves incorporating pre-event training runs or activities in the new surroundings to acclimatize or enjoy the location from a fitness perspective.

• Strong Emphasis on Personal Achievement and Pushing Boundaries: A key driver is the desire to achieve a personal best, complete a challenging event, or simply test one's physical limits in a unique and motivating environment.

• Fostering Social Connection and Community Among Participants: These events provide a platform for individuals from diverse backgrounds and locations to connect over a shared passion for fitness and the camaraderie of a collective challenge.

• Combining Athletic Endeavor with Exploration and Cultural Immersion: Beyond the fitness aspect, participants often take advantage of their travel to explore the local sights, experience the culture, and enjoy the destination in a way that complements their athletic goals, often before or after the main event.

How the Trend Is Changing Consumer Behavior: From Sun Loungers to Starting Lines: The Transformation of Holiday Habits

• Prioritizing Event Dates for Travel Planning: Individuals are increasingly planning their vacation time around the dates of specific fitness events that they wish to participate in, making these events the central anchor of their travel itineraries.

• Choosing Destinations Primarily Based on Event Location and Appeal: The location of a marathon, race, or fitness competition often becomes the primary factor in selecting a holiday destination, with appeal potentially enhanced by scenic routes or unique cultural backdrops.

• Increased Spending on Active Gear, Event Registrations, and Travel Logistics: Participants are allocating their holiday budgets towards specialized athletic gear suitable for the event and the climate, covering often significant event registration fees, and managing the logistics of travel and accommodation to support their participation.

• Integrating Recovery and Wellness into Post-Event Travel: Recognizing the physical demands of these events, travelers are increasingly factoring in time and resources for post-event recovery, potentially including wellness treatments, rest days, and gentle exploration of the destination.

• Shifting Away from Traditional Relaxing Holidays for Some: For a segment of the population, particularly fitness enthusiasts with performance goals, the traditional notion of a purely relaxing, sedentary holiday is being replaced by active pursuits and challenges that offer a different kind of fulfillment and satisfaction.

Implications Across the Ecosystem:

• For Brands and CPGs:

  • Increased demand for athletic wear and gear specifically designed for running, training, and outdoor activities in various climates.

  • Growth in the market for energy and recovery supplements, such as protein powders, electrolyte drinks, and muscle recovery aids, targeted at endurance athletes and active travelers.

  • Potential for partnerships between fitness brands and travel companies to create co-branded packages, events, or products catering to this niche market.

• For Retailers:

  • Opportunity to stock a wider range of specialized athletic apparel and equipment, including travel-friendly options, and potentially partner with local fitness communities to offer relevant products.

  • Possibility of creating in-store promotions or partnerships with local gyms, running clubs, and travel agencies to attract customers interested in fitness holidays.

• For Consumers:

  • Access to a more diverse range of holiday options that cater to their specific fitness interests and goals, offering a blend of adventure, achievement, and exploration.

  • Potential to achieve personal fitness goals in unique and inspiring locations, combining their love of travel with their passion for physical activity.

  • However, a need to be mindful of the physical and mental demands of combining intense physical exertion with travel, and the importance of prioritizing rest and recovery to avoid burnout.

Strategic Forecast: The Long Run: Predicting the Future of Fitness-Centric Travel

• Expect continued and even accelerated growth in the fitness holiday sector, driven by the increasing global interest in health, wellness, and experiential travel.

• A potential for more diverse types of fitness events to be integrated into travel packages, including not just running but also cycling, swimming, yoga retreats with activity components, and adventure races.

• Destinations may increasingly market themselves as ideal locations for fitness-focused travel and training, highlighting their scenic landscapes, suitable climates, and facilities for athletes.

• The rise of personalized fitness travel experiences, where individuals can tailor their holidays around specific training goals or preferred types of activity, is also anticipated.

Areas of innovation: Pacing the Future of Fitness Travel: Innovations in Active Holidays

• Customized Training Retreats: Travel companies are innovating by offering all-inclusive packages that combine luxurious accommodations with structured and personalized training programs led by experienced coaches in scenic destinations, specifically designed to prepare individuals for upcoming fitness events.

• Recovery-Focused Travel: A growing area of innovation is holidays designed specifically for post-event recovery, incorporating specialized wellness treatments like cryotherapy and floatation therapy, tailored nutrition plans, and guided relaxation activities, allowing athletes to recover optimally while still enjoying a destination.

• Virtual Participation Options with On-Location Experiences: Hybrid models are emerging where individuals might participate in virtual fitness challenges connected to real-world travel experiences, allowing them to engage with a global event while still enjoying the unique atmosphere and scenery of a specific location.

• AI-Powered Personalized Training Plans: Integration of artificial intelligence to create highly individualized training schedules and nutrition recommendations that adapt to the traveler's fitness level, goals for the event, and the specific environment of their chosen holiday destination.

• Community-Driven Fitness Travel Platforms: The development of online platforms and apps that connect fitness enthusiasts with upcoming events, travel packages, and local training groups in their chosen destination, fostering a sense of community and shared experience among participants.

Final Thought: Finding Balance at the Finish Line: The Evolving Landscape of Active Getaways

The evolving landscape of travel increasingly sees individuals seeking more than just passive relaxation, with fitness holidays emerging as a powerful trend that blends the pursuit of physical achievement with the allure of exploring new corners of the world. While the satisfaction of crossing a finish line in an exotic location is undeniable, the importance of mindful participation and the prioritization of rest to avoid the perils of burnout cannot be overstated. As this trend continues to gain momentum, finding a sustainable balance between pushing physical limits and allowing for genuine rejuvenation will be key to ensuring that these active getaways truly contribute to long-term well-being and a fulfilling travel experience.

Source: https://www.womenshealthmag.com/uk/fitness/fitness-holidays/a65157978/wellness-holidays/