Increasingly, holidaymakers are looking to combine travel, wellbeing and personal interests, with the rise of the ‘racecation’ seeing runners build entire holidays around destination races.
As demand for active holidays grows, Tui has announced a new partnership with the Palermo Marathon and extended its title sponsorship of the Tui Rhodes Marathon until 2030.
From 2027, Tui will become title sponsor of the Palermo Marathon, adding Sicily’s capital to a growing collection of marathon destinations that already includes Rhodes, Cyprus and Mallorca. The move strengthens Tui’s Mediterranean Marathon League, which is expected to attract more than 25,000 runners in 2027.
The expansion reflects growing demand for travel experiences that combine adventure, fitness and cultural discovery. Palermo, known for its historic architecture, vibrant food scene and coastal location, offers runners the chance to turn race weekend into a longer Mediterranean escape.
Sebastian Ebel, CEO of Tui Group, said: “We’re seeing more customers looking for holidays that combine travel with personal passions, whether that’s sport, culture, food or wellness. Running events are a perfect example of this trend and destination marathons are becoming an increasingly popular way for people to experience new places.
“Our marathon destinations offer something special. Participants can challenge themselves, discover incredible destinations and enjoy quality time with friends and family before and after race day. That’s why we’re excited to welcome Palermo to our growing marathon family.”
The Palermo Marathon attracted more than 3,000 runners from 35 countries at its most recent event, with a route passing through the heart of Sicily’s capital and many of its historic landmarks.
Alongside the new partnership, Tui has also extended its title sponsorship of the Tui Rhodes Marathon until at least 2030. The event attracted more than 5,000 runners from 65 countries in 2026.
Marathon entries are available through Tui retail stores, online and via Tui Musement.
