The Rise of the ‘Run-cation’

I had never been to France, but I saw enough on TV to anticipate the clichés: rows of aristocratic, cream-colored buildings; corner cafés where chic locals sipped coffee and ate flaky croissants; and, of course, the Eiffel Tower sparkling exactly as the rom-coms promised.

Walking through any part of the often-romanticized country, one can easily soak in these picturesque sights. But running through it, I was told, would be a completely different experience. A full-body one. That alone was enough to convince me to skip the usual itinerary of museums and cafés and instead, arrive in France with just one thing on the agenda: to run.

This is what the wellness-obsessed have deemed a “run-cation.” For some, run-cations include bucket-list destination races like the Tokyo Marathon or the Disney World Half Marathon. For others, they’re a getaway where more relaxed, leisurely runs anchor the itinerary—a way to explore instead of relying on buses, taxis, or marathon-level speed.

This pivot towards active tourism speaks to a broader shift in how we’re redefining what downtime should look like: According to Accor, Europe’s largest hospitality group, “athletic adventures” are one of this year’s fastest-growing travel trends—a reflection, perhaps, of a culture increasingly obsessed with longevity, wellness, and self-optimization. Time off is no longer just about doing nothing. Now travelers want to step away from their daily grind, but also improve. To indulge and still be productive, which helps to explain the rise of international cycling tours, luxe tennis boot camps, and tropical wellness retreats that pair sunrise yoga with cold plunges.

But running, in particular, seems to have struck a chord. This may not come as a huge surprise: Recently, the sport has exploded into a full-on cultural movement: Platforms like Strava have turned regular morning jogs into collective experiences, fostering virtual support, social validation, and a sense of community. Meanwhile, carbon-plate sneakers, high-tech smartwatches, and UV-protection sunglasses aren’t just about performance anymore—they’ve become style statements and modern markers of what’s “in.” Some have even described run clubs as “the new dating apps,” a space to organically meet hot, athletic singles while getting a workout in.

While the rise of the “everyday” runner might seem sudden, the idea of running for reasons beyond fitness isn’t new. In fact, it goes back to 1868, if not earlier, when the first known run club, Thames Hare and Hound, was founded in London. At a time when running communities were largely reserved for professionals, Thames Hare and Hound openly welcomed amateurs, encouraging members to join for the love of the sport, camaraderie, or mental clarity rather than competition—an ethos that has endured since. Today, run clubs continue to double as social spaces, while marathons—once reserved for elites—now draw casual participants looking to challenge themselves (or, in some cases, quell a quarter-life crisis). The “run-cation” is the latest example of how running has evolved from a sport into a lifestyle.

Kristen Hislop, a seasoned triathlon coach and personal trainer from New York, planned a three-day run-cation with a group of girlfriends to celebrate turning 60. Her plan had originally been rooted in efficiency, hitting multiple scenic landmarks—Bryce Canyon, Antelope Canyon, Zion National Park—all in one go. But Hislop found that the trip revealed a side of running she’d long overlooked. “I’ve traveled for lots of races before,” she says. “This was the first time I stopped, took pictures, and soaked in the sights. Never once did I look at my watch and wonder how far I had to go. It was awesome to just experience the parks.”

While Hislop is, of course, a seasoned athlete, there’s something universal in the epiphany she experienced. The paradox of running—a sport defined by speed—can also be the very tool that teaches you to pause, savor the moment, and force attention onto the little details that otherwise slip by.

Madagascar Marathon Marathon Tours Travel

Unsurprisingly, the travel industry is leaning into this movement. Marathon Tours is an international trip operator that turns world-famous marathons—New York City, London, Sydney, Berlin—into adventure-packed, sightseeing experiences. “We’ll get you into the country. We’ll help you navigate some parts of the world you’re not comfortable or familiar with navigating on your own,” Jeff Adams, the company’s CEO, tells me. Marathon Tours offers guided sightseeing, local restaurant visits, and post-race dinner and drink celebrations for a seamless, all-in-one adventure. “The race itself is usually the catalyst for where and when people go,” Adams says, but the company arranges everything else to provide that true “vacation” feeling. “You’re taking time off from your job, and we take the stress out of the logistics.”

According to Adams, interest in international races has spiked over the past few years—so much so that Marathon Tours decided to create their own. Now, the operator offers private marathons in Madagascar and Antarctica. But there’s no single reason why runners are signing up. While many are elite athletes chasing a challenge abroad, others, Adams says, are drawn to the undeniable pull of an impressive feat (whether a 10K, half-marathon, or full) that justifies stepping away from work or family. Instead of guilty idleness, it’s a purposeful, well-earned break.

Ten years ago, Casey Keller signed up for what she now calls one of her first run-cations—the Nike Women’s Half Marathon in San Francisco. She expected a physical challenge in a beautiful city, but what she found instead was perspective. The course wound along the bay, offering sweeping views of the Golden Gate Bridge rising out of the foggy mist. It threaded through the bustling downtown streets—past cable cars, Union Square high-rises, and Fisherman’s Wharf, alive with tourists, street performers, and the smell of salty seafood.

It was a route that made her understand why people live in—and fall for—a place. A moving love letter, if you will. “I was able to really appreciate San Francisco and see just how much it had to offer,” Keller tells SELF. Since then, she’s chased that same eye-opening awe by signing up for races in Las Vegas and Anchorage. “I don’t think I’d ever get that same sense for a city had I not run through it.”

A lengthy race isn’t the only way to structure a run-cation. “The goal for a lot of people isn’t a finish line,” Michael Mazzara, CEO of Rogue Expeditions, another top-rated adventure travel company, says. “It’s exploration through movement.” Each of Rogue’s itineraries are designed to be a relaxing, multiday adventure, with carefully mapped runs that highlight the most culturally rich corners of a city. Whether you’re winding through Japan’s Northern Alps or along Patagonia’s most iconic glaciers, there are route options for various fitness levels, Mazzara says—all of which weave in local experiences. Think a five-course lunch paired with wine from the vineyard you just ran through. Or a morning jog past meadows lined with cows whose milk will later top your latte.

Recently, I took my first run-cation in France, thanks to an invite from Salomon. The brand coalesced a mixed bag of media folk to, over four days, run 10Ks through Annecy and Paris in the brand’s Spring 2026 gravel collection. I’d be lying if I said I wasn’t dreading early mornings and long routes: Vacation, or at least my version of it, was usually my sole opportunity to not set alarms—to ignore emails, skip workouts, embrace laziness.

At 6 a.m., we laced up our Aero Blaze 3 GRVL Gore-Tex shoes in streets that were still dark, cold, and damp. Most of us were tired and intimidated by the steep hills and rocky terrain. That changed after only a few minutes of pounding pavement: Every stride came with new sensations no video or photo could capture—the slick, crunchy gravel of Chemin des Ponts, the crisp morning mist lifting off Lake Annecy, the earthy smell of rain-soaked foliage in Parc des Buttes-Chaumont. At every turn, it was impossible not to marvel, to ooh and aah.

While relaxing isn’t quite the right word to describe these moments, there was something electric about the rigor. It was a paradoxical energy that managed to morph exhaustion into joy, which is the exact kind of sensation more travelers are seeking.

Ironically, I didn’t end up seeing any of the clichés I mentioned earlier in this story. I never went to the Eiffel Tower, or the cafés and bookmarked restaurants everyone insisted I had to visit. That’s because after the first day, I decided I didn’t need to: Moving through the country on my own two feet somehow managed to make the ordinary feel cinematic—from tranquil fields to little alleyways. Even unassuming, rustic houses took on their own kind of magic.

It wasn’t the France I had seen in movies—but that’s exactly why I’ll never forget it.