Sports tourism continues to gain momentum at TUI.
After Rhodes, Cyprus and Mallorca, the group adds a new destination to its marathon portfolio by becoming a partner of the Palermo Marathon.
From the 2026 edition, scheduled for 15 November, TUI will be the event’s premium partner before becoming its title sponsor from 2027.
Created 31 years ago, the Sicilian marathon drew more than 3,000 runners from 35 countries at its latest edition.
It will join the TUI Mediterranean Marathon League, which already brings together the Rhodes, Cyprus and Mallorca events.
According to the group, more than 25,000 participants are expected across all of these events in 2027.
After Rhodes, Cyprus and Mallorca, the group adds a new destination to its marathon portfolio by becoming a partner of the Palermo Marathon.
From the 2026 edition, scheduled for 15 November, TUI will be the event’s premium partner before becoming its title sponsor from 2027.
Created 31 years ago, the Sicilian marathon drew more than 3,000 runners from 35 countries at its latest edition.
It will join the TUI Mediterranean Marathon League, which already brings together the Rhodes, Cyprus and Mallorca events.
According to the group, more than 25,000 participants are expected across all of these events in 2027.
TUI bets on marathons to boost the late-season
For Sebastian Ebel, CEO of TUI Group, this strategy responds to the rise of sports tourism and the desire for getaways that combine vacation with athletic activity. “The fact of linking a sporting event with a holiday destination shows no signs of slowing down,” he explains.
The group also notes that these marathons are staged in spring and autumn, thereby contributing to sustaining tourist attendance outside the peak season for the benefit of the host destinations.
In tandem, TUI has extended through 2030 its title sponsorship of the TUI Rhodes Marathon, initially planned to run through 2027.
The two partners intend to continue developing the event along several axes, notably sustainability, inclusion, innovation, and collaboration with local stakeholders.
The group also notes that these marathons are staged in spring and autumn, thereby contributing to sustaining tourist attendance outside the peak season for the benefit of the host destinations.
In tandem, TUI has extended through 2030 its title sponsorship of the TUI Rhodes Marathon, initially planned to run through 2027.
The two partners intend to continue developing the event along several axes, notably sustainability, inclusion, innovation, and collaboration with local stakeholders.
