Autumn in Europe is increasingly synonymous with running shoes and packed itineraries. A new wave of travellers—dubbed “race-cationers”—are combining marathon participation with whirlwind city breaks, and the data shows the trend is accelerating rapidly.
According to Bókun, a Tripadvisor-owned booking platform, Google searches for “marathon abroad” have skyrocketed by 1,255% over the past 12 months. This surge coincides with a broader spike in interest for 24-hour itineraries in European cities that host major running events, with some destinations seeing search volumes rise by as much as 500%.
Autumn: the peak season for race-cations
While marathons take place year-round, autumn is the undisputed high season. Bókun’s analysis reveals that 42% of all global marathons occur in the autumn months, with October alone accounting for 23% of events. This year’s European calendar is packed: the Berlin Marathon and HYROX Rome kick off in September, followed by the Amsterdam, Munich, Lisbon, and Budapest marathons, plus HYROX Valencia in October. HYROX Hamburg runs from 28 October to 1 November.
The research, which examined Google Trends data from the past 30 days, found that interest in 24-hour city break queries has increased across nearly every destination hosting these events. Hamburg saw the most dramatic spike, with a 500% surge in searches for “what to do in Hamburg.” Lisbon followed closely with a 400% increase in “what to do in Lisbon for a day,” while Munich saw a 250% rise. Berlin, Budapest, and Amsterdam also recorded significant jumps of 119%, 84%, and 70% respectively.
More than just a race
The phenomenon taps into the broader micro-adventure trend, where travellers seek to maximise their experience of a destination within a tight timeframe. For many, a marathon is the anchor, but the real appeal lies in exploring a new city—sampling local cuisine, visiting landmarks, and soaking up culture—all within 24 hours.
Bókun’s data also shows a surge in demand for guided tours and day experiences in these cities. Searches for “Budapest day tours” have jumped by more than 400% in the past year, while “Amsterdam day tours” and “day tours in Lisbon” have risen by over 100% and 70%, respectively.
This trend is not just about ticking off sights. As travellers feel freer to break their own rules abroad, race-cations offer a structured yet flexible way to combine fitness with exploration. For those planning their own race-cation, experts recommend booking guided tours in advance to make the most of limited time, and to consider the city’s post-race recovery options—whether that’s a thermal bath in Budapest or a canal cruise in Amsterdam.
With the rise of social media content on platforms like TikTok, where videos about “best locations to do a Hyrox” and “marathon holiday itineraries” attract thousands of views, the appeal of combining fitness events with travel is only growing. As Bókun’s research suggests, race-cations are likely to drive trip bookings well beyond the traditional summer peak, reshaping how Europeans—and international visitors—experience the continent’s cities.
