Forget passive sightseeing — today’s travellers are chasing finish lines. Across the world, active holidays are on the rise, with everything from marathons and cycling tours to yoga retreats and hiking pilgrimages filling up travel itineraries.
The 2024 Global Wellness Institute report noted a sharp increase in “fitcations” — trips planned specifically around physical activity — as health-conscious travellers seek ways to stay active while exploring new destinations.
Picture/Tokyo Marathon/Japan Travel
The rise of the ‘fitcation’
The trend has found traction everywhere: from the Tokyo Marathon selling out within hours, to travellers trekking Peru’s Inca Trail Marathon, or cycling across Tuscany’s L’Eroica on vintage bikes. South Africa is firmly part of this growing movement, with its dramatic landscapes and race calendar drawing fitness-focused tourists from near and far.
Why people travel for sports
Gabin Vallet/Unsplash
For some, it’s the chance to run their first ultra-marathon in a jaw-dropping setting. For others, it’s a return to nature and movement after too many hours behind a screen. Active travel provides a deeper sense of achievement and connection, both to place and to people.
Marathon medals become souvenirs, training partners become travel buddies, and memories are etched in sweat rather than selfies. These trips often offer the best of both worlds: the rush of adrenaline during the event, and the reward of rest and discovery after.
Events worth planning a trip around
Picture/Jacques Marais/Runners World
South Africa’s diverse terrain makes it a top destination for sport-based travel. Here are just a few bucket-list events that turn travel into a test of endurance:
- Two Oceans Marathon – Cape Town
Known as the world’s most beautiful marathon, this scenic race winds along the coast and through mountain passes. Runners often stay on to explore Table Mountain, the Cape Winelands or the Garden Route. - Tankwa Trek – Ceres
A multi-day mountain biking race through the rugged, lunar-like landscape of the Tankwa Karoo. It’s technical, tough, and visually spectacular. - Otter African Trail Run – Tsitsikamma
Called the “Grail of Trail,” this coastal route challenges runners with technical terrain, river crossings and steep climbs — all with ocean spray in the background. - Comrades Marathon – Durban to Pietermaritzburg or vice versa
An ultra-distance road race with a cult following. The camaraderie among participants is legendary, and many international runners travel just to experience the “spirit of Comrades.” - Drak Challenge – Underberg, KwaZulu-Natal
A two-day canoe marathon on the uMzimkhulu River, nestled below the Drakensberg mountains. Perfect for paddle pros and nature lovers alike. - Desert Dash – Namibia
A brutal but beautiful 24-hour cycle race across the Namib Desert, where grit meets starlit silence.
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From race to recovery: Extending the adventure
A growing number of active travellers are combining events with relaxation. Think trail runs in the Cederberg, followed by wine tastings, or yoga retreats tacked onto a cycle tour. Booking a longer stay post-race also allows for proper recovery and a deeper connection to the destination.
Adventure operators, lodges and tourism boards are starting to take notice. Some now offer athlete-friendly packages, complete with carb-loaded meals, sports massages, gear transport and even altitude acclimatisation days.
Fitcations around the world
Picture/Marathon du Medoc/Bordeaux Tourism
Globally, the trend spans every continent and sporting discipline, with sporting events including:
- New York, London and Berlin marathons have become top tourist draws — not just for runners, but for their support crews and spectators.
- In Iceland, the Laugavegur Ultra Marathon takes runners across glaciers, volcanoes and lava fields.
- The Marathon du Médoc in France lets participants sip wine between water stations.
- In Japan, temple-to-temple pilgrimages like the Shikoku 88 Route combine spiritual endurance with cultural immersion.
- Africa’s Mount Kilimanjaro Marathon invites runners to conquer altitude and awe in one breathless climb.
Whether it’s for bucket-list bragging rights, scenic satisfaction, or the simple joy of movement in wild places, travellers around the world are increasingly planning holidays around physical achievement.
South Africa’s rugged beauty and well-established sports calendar put it firmly on the global fitcation map — and there’s never been a better time to explore it.
Tips for the active traveller
- Train for the terrain: Research race conditions — coastal humidity, mountain altitude or technical singletrack all require different prep.
- Pack smart: Bring race-specific gear (hydration packs, trail shoes, energy gels) and recovery tools (foam rollers, compression sleeves).
- Get insured: Choose a travel insurance policy that covers endurance events and gear loss.
- Factor in extra days: Arrive early to acclimatise and stay longer to explore or unwind.
- Join local forums or clubs: Connect with regional running or cycling communities for route advice or group training.
The new tourism economy
The boom in sport-based travel is also driving local economic development. Communities along trail routes or near race venues benefit from increased foot traffic, while event organisers often partner with conservation projects or social upliftment causes.
Whether you’re an elite competitor or weekend warrior, travelling for sport offers a powerful way to explore the world — one stride, stroke or spin at a time.
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