Running holidays have become one of the fastest-growing trends in the travel industry as more people seek active vacations across Europe [1].
This shift reflects a broader move toward wellness-oriented tourism, where physical activity is the primary driver of a trip rather than a secondary activity. The rise of the "runcation" allows travelers to combine sightseeing with athletic training in scenic environments [1].
New search data indicates a significant surge in demand for these active getaways [1]. This trend is shaping travel plans for the 2026-2027 season, as runners look for destinations that offer both challenging terrain and high-quality hospitality [2].
Several European regions have emerged as primary hubs for this movement. The Dolomites in Italy are highlighted as a top destination, offering mountain trails that appeal to trail runners and endurance athletes [1]. Similarly, Madeira in Portugal is noted for its coastal paths and varied elevations, making it a preferred spot for those seeking diverse running landscapes [1].
These destinations are seeing an influx of travelers who prioritize accessibility to nature, and running-friendly infrastructure. The boom in active travel suggests that the traditional leisure vacation is being supplemented by a desire for personal achievement and health-focused exploration [1].
Travelers are increasingly selecting their destinations based on the availability of running routes and the quality of local trails [1]. This shift is prompting some European tourism boards to better highlight their natural landscapes to attract the growing demographic of athletic tourists [1].
“Running holidays are identified as one of travel's fastest‑growing trends”
The rise of 'runcations' signals a structural shift in the travel economy, moving away from passive relaxation toward 'active wellness.' As search data confirms a higher demand for athletic infrastructure, European destinations may pivot their marketing and urban planning to better accommodate runners, potentially increasing the economic impact of health-conscious tourism in rural regions like the Dolomites and Madeira.
