Skyscanner Japan Inc. conducted a survey to explore the trends of “tabi-run,” a form of travel that centers around running or marathon participation, which has been gaining attention in recent years. The impetus behind this survey includes the fact that 46% of the participants in the Tokyo Marathon held on March 2, 2025, were international runners. This wide international participation highlights a growing global trend of travel centered around sports.
In the survey, 745 individuals residing in the United States, China, and South Korea who expressed interest in running were asked whether they planned to engage in “tabi-run” during 2025. The results revealed that 63.8% of respondents were planning at least one such trip. By country, China showed the highest percentage at 81.4%, followed by the U.S. at 66.4%, and South Korea at 43.2%. These findings clearly indicate a strong surge of interest in “tabi-run” within the Chinese market. It also demonstrates that running and marathons are rapidly rising in popularity as a travel motivation.
The survey also asked international runners which marathon events they hoped to participate in. The Tokyo Marathon ranked highest, with 43.6% of respondents expressing interest in joining. The Osaka Marathon came in fourth, and the Kyoto Marathon fifth, showing that Japanese marathon events are drawing considerable international attention. Additionally, more people are not only seeking to participate in famous races but also looking to enjoy running in scenic, tourist-friendly destinations.
This “tabi-run” trend is also steadily expanding within Japan. A separate survey conducted among 1,000 Japanese citizens aged 18 or older found that around 40% planned to take a running-related trip in 2025. Of these, 15% expressed a desire to travel abroad for such an experience, suggesting a growing tendency among Japanese travelers to incorporate running as a purpose of travel.
The most frequently cited reason for interest in “tabi-run” was “for health,” selected by over 50% of respondents. Other top motivations included “to enjoy new scenery,” “to create special memories,” and “to share the experience with companions,” indicating a growing trend of enjoying running as part of the travel experience.
When asked about factors considered important when choosing a “tabi-run” destination, both international and Japanese respondents ranked “the scenery and appeal of the destination” and “overall travel cost” as the top two considerations. This suggests that cities already known as tourist destinations are gaining additional favor among runners when they offer scenic routes and memorable experiences.
According to Skyscanner’s “Travel Trend Report 2025,” the popularity of active travel centered around sports is clearly on the rise. Behind the growing appeal of “tabi-run” is the increasing desire for people to share experiences with others who share the same interests. Furthermore, the rise in health consciousness following the COVID-19 pandemic and the growing visibility of global travel experiences via social media appear to be key factors contributing to the increasing popularity of running-centered travel.
