Gen Z travellers are redefining holidays — and it’s not just about lounging on the beach anymore. According to new data from TUI UK & Ireland, more young Brits are turning their getaways into “race-cations”, combining travel with sporting challenges like marathons and half-marathons across Europe.
For the first time ever, 25–29-year-olds became the largest age group taking part in the TUI Palma Marathon Mallorca, marking a major shift from the previous average of 40–45. The rise of these challenge-chasing travellers shows a growing appetite among Gen Z for experiences that blend fitness, adventure, and culture.
From City Breaks to Race-Cations
The trend is catching on fast — even the TCS London Marathon reports that more than a third of 2026 entries are from runners aged 18–29. And it’s not just the age shift that’s notable — female participation is also on the rise, with 46% of runners at this October’s Palma races being women.
Chris Logan, Commercial Director at TUI UK & Ireland, explained:
“Race-cations are creating a shift in British holiday habits, and Gen Z are at the forefront of the sports tourism trend. By tapping into this market, we’re not only attracting new demographics to destinations but also extending our holiday seasons. Most sporting events take place outside peak times, which benefits runners, destinations, and hotels alike.”
This year’s TUI Palma Marathon Mallorca saw over 9,000 participants from 76 countries, selling out two months before the race — proof that the combination of competition and culture is resonating with modern travellers.
Expanding Across Europe
Following successful sponsorships of the Palma and Rhodes Marathons, TUI is continuing to invest in Mediterranean sporting events. The company has just announced its sponsorship of the TUI Cyprus Marathon, set to take place in March 2026.
Chris added:
“We’re really excited to be sponsoring the Cyprus Marathon next year. Cyprus has seen a 10% year-on-year increase in tourism and is currently our fourth most booked destination for 2025. We’re confident there’ll be huge demand for race-cations on the island.”
With races ranging from 5K fun runs to full marathons, TUI’s sports travel packages are making it easier than ever for both serious competitors and casual runners to tick off their bucket-list races while exploring stunning European destinations.
