Thai travelers turn Asian marathons into holiday destinations

International

Agoda data shows accommodation searches rising around major races in Seoul, Japan and Bangkok as fitness increasingly becomes a reason to travel

Image Credit: © AI generated illustration

Running shoes are becoming part of the holiday luggage for a growing number of Thai travelers. Accommodation search data from Agoda points to increasing interest in trips built around major marathon events across Asia, with particularly strong growth for races in Seoul and Japan.

The digital travel platform compared accommodation searches for stays coinciding with three major race weekends in 2026 with the corresponding periods in 2025. The results suggest that the emerging “run-cation” trend is extending beyond domestic events, with Thai runners increasingly willing to cross borders to combine competition, travel and sightseeing.

Seoul Marathon sees 73 percent increase

The strongest growth was recorded for the JTBC Seoul Marathon, scheduled for 1 November 2026. Accommodation searches by Thai travelers around the race weekend increased by 73 percent year on year.

One of South Korea’s best-known road races, the marathon follows a largely flat and fast course through Seoul. Runners pass landmarks including Deoksugung Palace and Gwanghwamun Square before reaching the finish at Jamsil Olympic Stadium.

South Korean travelers account for strong domestic interest in the event, while searches also indicate demand from Japan, Singapore, Taiwan, Malaysia and the Philippines.

Mount Fuji attracts Thai runners

Japan is another destination benefiting from the combination of running and travel. The Mt. Fuji International Marathon takes place on 12 and 13 December around Lake Kawaguchiko and Lake Saiko, offering runners views of Mount Fuji and the surrounding autumn landscape.

Thai accommodation searches for the race weekend increased by 41 percent compared with 2025, placing Thailand among the three leading markets for search interest during the event.

Alongside strong domestic demand from Japanese travelers, Agoda also recorded notable interest from Taiwan, Singapore and Malaysia.

Bangkok race develops international following

The trend is visible within Thailand as well. Accommodation searches by Thai travelers around the Amazing Thailand Marathon Bangkok, taking place on 28 and 29 November, increased by 19 percent year on year.

The point-to-point race runs through central Bangkok, starting at MBK Center and finishing near the Grand Palace. Along the route, participants pass locations including Lumpini Park, Victory Monument and Ratchadamnoen Avenue.

Domestic travelers generate the strongest search interest, but Agoda also recorded demand from the Philippines, Singapore, Japan and Taiwan, suggesting that the Bangkok event is attracting an increasingly international audience.

A marathon becomes the reason for the journey

Taken together, the three events indicate a broader change in travel motivation. For some runners, participation in a marathon is no longer simply an activity added to an existing holiday. The race itself determines the destination and travel dates.

“Marathons used to be a solo pursuit, but are now becoming the centerpiece of a trip for some travelers,” says Akaporn Rodkong, Country Director Thailand and Indochina at Agoda. “Thai travelers are among the most active across the region's top races, and that reflects a broader appetite for travel built around personal goals and wellness, not just sightseeing.”

For destinations, the development creates opportunities beyond the race itself. Marathon participants need accommodation and transport and often combine the event with additional days at the destination. The growing interest from Thai travelers in Seoul, Mount Fuji and Bangkok suggests that sporting events are increasingly becoming independent drivers of tourism within Asia.