Thai travellers embrace ‘run-cations’ as Asian marathon tourism gains pace — Agoda

SINGAPORE Aug 17 - Thai travellers are increasingly building overseas holidays around major marathon weekends, underscoring the rise of the “run-cation” as fitness and wellness become stronger drivers of travel across Asia, according to Agoda.

Accommodation search data from the digital travel platform showed growing interest among Thai travellers in three major Asian races in 2026 — the JTBC Seoul Marathon, Mt. Fuji International Marathon and Amazing Thailand Marathon Bangkok.

The strongest increase was recorded for the JTBC Seoul Marathon on Nov 1, with accommodation searches by Thai travellers surging 73% from the corresponding period in 2025.

The race, one of South Korea’s popular road-running events, features a flat course passing landmarks including Deoksugung Palace and Gwanghwamun Square before finishing at Jamsil Olympic Stadium.

Agoda said the Seoul event also attracted strong interest from domestic South Korean travellers as well as runners and visitors from Japan, Singapore, Taiwan, Malaysia and the Philippines.

Mt. Fuji searches rise 41%

Thai interest in the Mt. Fuji International Marathon, scheduled for Dec 12-13, was also significant, with accommodation searches for the race weekend rising 41% year-on-year.

The increase placed Thailand among the top three markets for accommodation search interest during the event, Agoda said.

The race, held around Lake Kawaguchiko and Lake Saiko near Mt. Fuji, also generated strong domestic interest among Japanese travellers, alongside demand from Taiwan, Singapore and Malaysia.

Meanwhile, accommodation searches by Thai travellers for the Amazing Thailand Marathon Bangkok, scheduled for Nov 28-29, increased 19% compared with 2025.

The point-to-point race through Bangkok starts at MBK Center and finishes near the Grand Palace, passing landmarks including Lumpini Park, Victory Monument and Ratchadamnoen Avenue.

Marathons increasingly drive travel decisions

Domestic Thai travellers accounted for the strongest interest in the Bangkok event, while the Philippines, Singapore, Japan and Taiwan were also among markets showing strong travel interest, indicating the race is developing an international following.

Taken together, Agoda said the search patterns suggest Thai travellers are increasingly willing to cross borders for races rather than limiting marathon participation to events at home.

The trend also points to a broader shift in travel behaviour, with fitness goals increasingly influencing destination and holiday planning alongside traditional attractions such as beaches and theme parks.

Agoda Thailand and Indochina Country Director Akaporn Rodkong said marathons were becoming the centrepiece of trips for some travellers, reflecting stronger demand for travel built around personal goals and wellness rather than sightseeing alone.

“Thai travellers 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,” she said.

Agoda currently offers access to more than 300,000 activities and experiences, over six million holiday properties and more than 130,000 flight routes on its platform. - DagangNews.com