Marathon tourism is reaching a historic peak this year, propelled by a newfound global fascination with long-distance running following April’s record-breaking sub-two-hour finish in London. As the spotlight shifts to the United States for the Chicago and New York marathons this October and November, data confirms that these iconic events are serving as massive catalysts for international and domestic travel.
According to the latest insights from Amadeus Travel Intelligence, air travel and hotel demand are surging around the dates of both major races. Chicago is bracing for a 13 percent increase in domestic air traffic, while New York City is seeing a substantial 45 percent spike. For the hospitality sector, the economic impact is clear: Chicago’s hotel occupancy for the marathon weekend currently sits at 86 percent, with an average daily rate (ADR) of $364—a 10.2 percent increase compared to this time last year. While New York’s occupancy pacing is slightly behind last year’s figures at 58.1 percent, the city is commandingly raising its rates, with the ADR climbing 12.4 percent to reach $369.
The data reveals that the appeal of these races is truly global. New York is experiencing a significant influx of international runners and spectators, particularly from Italy and Brazil. Notable growth pockets include Rome, where demand is up 48 percent, and Sao Paulo, which has seen a 34 percent rise in bookings.
“On-trip wellness and fitness is no longer an afterthought for travellers; it is now a driving force of travel itself,” said Jill Boegel, senior vice president of commercial, Americas, hospitality at Amadeus. “Events such as marathons create short, precise windows of demand, making data-driven insight increasingly important for hoteliers and destinations to identify audiences and optimize operations.”
India has emerged as a particularly strong source market for both host cities. Chicago has seen a 14 percent year-on-year increase in arrivals from India, with Delhi residents leading the surge at 30 percent growth. New York is also enjoying a 12 percent boost in Indian visitors during the race window.
Industry leaders believe this trend reflects a broader shift in how people view sport as a component of travel. Chris Heywood, senior vice president and chief communications officer at Brand USA, noted that sports are proving to be a “fantastically unifying” force for global tourism.
“It’s terrific to see events like these marathons continue to draw in runners and spectators from around the world,” Heywood said. “I hope to see this trend continue and deepen—perhaps with attendees taking extra days around the race weekend to explore what these great cities and destinations beyond have to offer.”
As the finish lines await, it is clear that the “wellness traveler” is changing the landscape of the tourism industry, turning urban marathon circuits into global summits for international visitors.
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