TUI Capitalizes On Running Boom With Race Sponsorships

As the running craze sweeps across the UK and beyond, TUI is seizing the opportunity to connect travel with fitness, sponsoring major races in scenic destinations. This year, the island of Rhodes played host to its 10th annual running race, drawing thousands of participants eager to embrace the running boom that has seen a significant uptick in interest and participation.

The race was particularly special for one participant, who embarked on a half marathon alongside his brother, Louis. The author, who had trained diligently while listening to upbeat Eurovision tracks, found himself pushing through the final stretches of the race, buoyed by the energy of fellow runners and the vibrant atmosphere of Rhodes.

“It was my first half marathon,” the author reflected, “and I now fully understand what the fuss is all about.” With the sun shining brightly, he and Louis crossed the finish line together, hands raised in triumph, embodying the spirit of camaraderie that defines such events.

According to data from Strava, the running boom is undeniable. Last year, Strava runs rose by 9%, while the number of participants in UK races surged by an impressive 39%. Globally, participation in running clubs increased by 59% in 2024, with over a quarter of Brits now running at least once or twice a week—up 5% from the previous year. This surge in activity has caught the attention of travel companies like TUI, which is keen to tap into this growing market.

TUI has committed to sponsoring races in Palma, Cyprus, and Rhodes, aiming to extend the tourist season by attracting runners and their families. “It is a way to extend the tourist season,” said Thomas Ellerbeck, a member of TUI’s Executive Committee and chief sustainability officer. He noted that each traveling runner typically brings along 2.9 guests, providing a significant boost to local economies, especially during the quieter months of April and October when these races are held.

The inaugural year of TUI's sponsorship of the Rhodes race saw around 4,500 runners from 60 different countries participating, a testament to the event's growing popularity. Among the competitors was Moses Kiptoo, a Kenyan runner who clinched the overall marathon gold medal for the second consecutive year, finishing with an impressive time of two hours and 21 minutes.

While many participants took the race seriously, others approached it with a more laid-back attitude. One runner, Andrew, who had heard about the race from a fellow traveler, decided to join in on a whim. “I’m not even doing this race, really,” he said cheerfully, having initially planned just to jog back to his hotel.

The Rhodes race offered a unique experience for both serious and casual runners alike. With a variety of distances available, including a 5km race winding through the historic streets beneath the UNESCO-listed Knights Hospitaller fort, there was something for everyone. The author noted that running in a group creates a different atmosphere from solitary training sessions in London parks, allowing for a shared rhythm and the chance to soak in the sights.

As the running community continues to grow, TUI is also enhancing its offerings for families and vacationers. In a separate initiative, the Aqualand Resort in Corfu, Greece, is set to reopen in May 2025, boasting proximity to one of Europe’s largest waterparks, Aqualand Waterpark. This expansive facility features 51 slides and the world’s third-largest wave pool, making it a prime destination for families.

The Aqualand Resort has undergone extensive renovations for the 2025 season, ensuring that guests enjoy modern amenities and upgraded facilities. With three pools to choose from, including a wave pool and a dedicated kids’ pool, families can find plenty of ways to relax and unwind. The resort also features a TUI Kids’ Club, allowing parents to enjoy some downtime while their children engage in fun activities.

Located just 8km from Corfu Airport and 5km from the beach, the resort offers convenience alongside its attractions. Guests will have unlimited access to Aqualand Waterpark, making it an ideal choice for thrill-seekers and water lovers alike. With return flights to Corfu available for as low as £60, it’s an affordable option for those looking to combine relaxation with adventure.

Beyond the waterpark, Corfu offers a wealth of exploration opportunities. The island’s diverse geography ranges from mountainous terrain in the north to flatter landscapes in the south, with beautiful beaches and historic sites waiting to be discovered. Corfu Old Town, with its Venetian fortresses and charming narrow alleys, is a must-see for visitors.

As TUI continues to innovate and expand its offerings, both in the realm of running events and family-friendly resorts, it’s clear that the intersection of travel and fitness is becoming increasingly significant. Whether it’s participating in a race in a picturesque location or enjoying a fun-filled holiday at a waterpark, travelers are finding new ways to stay active while exploring the world.

For those inspired by the Rhodes race, entry places and package holidays for the upcoming TUI Palma Marathon on October 19, 2025, are now available. With the running boom showing no signs of slowing down, it’s an exciting time for both runners and travel enthusiasts alike.