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[title]‘Will you run another one?’ was the most asked question I got on completing the London Marathon. Before we could even get home, my boyfriend, fuelled by running envy and riding off my runner’s high, had signed himself up to the Oslo marathon in September. If ‘sports-tripping’ was one of last year’s biggest travel trends, then this year, it’s all about the ‘race-cation’ – where challenge-chasing travellers are setting their sights on competing in scenic spots all over the world. With Sydney set to join the likes of London, Berlin and New York as the world’s seventh marathon major, destination races are turning into the next weekend getaway.
This year’s London Marathon saw a record-breaking number of entries, with many travelling to take part in the iconic cross-city race, and a total of 56,000 runners crossing the finish line. It’s predicted that participation numbers will continue to rise, with ‘more focus on inclusivity, community-building, and diverse race formats to suit different fitness levels’, according to the Global Institute of Sport.
With marathon and half-marathon entries only surging, and seemingly everyone you know showing off their medals and PBs via Instagram stories, running is now officially a lifestyle – and that goes for your holiday of choice, too. So popular is the race-cation trend that Wizz Air is currently rewarding a year-long ‘All You Can Fly’ subscription to runners who participate in the most marathons across its European Run Series.
But how did we get here? Why is everyone so running-obsessed in 2025?
While competitive marathons have been around since the late nineteenth century, running’s current moment in the mainstream technically began post-pandemic, when people – with nothing else to do but a daily hour of exercise – started incorporating running as a part of their lifestyle. Fast forward five years, and you have a load of physically fit, socially-starved people: no wonder run clubs are now the way to socialise. Many compete to top their latest offerings of brand collabs or freebies, such as salad bowls or Lululemon vouchers, or the promise of meeting your next bestie or hot date.
With wellness tourism at an all-time high, a growing number of travelers are booking fitness-focused retreats or voluntarily using their annual leave to compete in crazy races in foreign climes. The boom in running and wellness tourism hinges on the fact that young people’s interests are changing – Gen Z is going out less, with young adults prioritising physical, mental and emotional well-being. Curbside pints are out, and the ‘run and yap’ is firmly in.
Social media has played its part in influencing the running boom, of course. Female athletes and influencers in particular are inspiring a new generation of runners, with the increase in numbers being driven by women. Runners share their own online communities now, tracking one another’s runs on Strava, posting times and distances on Instagram stories, and comparing training blocks on apps like Runna.
The fact is, goal chasing is addictive. For many, completing one race is just the beginning. The next thing you know, you’ll be signing yourself up for a ballot place at Hackney half, dubbed the Glastonbury of running races. Or you’ll be travelling for the Barcelona half, widely considered the most sociable of races, with the promised reward of tapas and cervezas.
Berlin is the next serious marathon major this year, billed as the fastest-course marathon (perfect for chasing that PB). Yearning for hotter climes? Cyprus and Rome marathons in March 2026 boast breezy weather and stunning views. One thing’s for sure: if you’re considering lacing up your trainers for that first 5k or braving your first race, now's the time to do it.
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