World News - Page 19 of 72

FRAM Puts Cyprus in the Spotlight with a Dedicated Brochure

September 2, 2026 by Amara Nambinga

FRAM renforce son dispositif commercial autour de Chypre - Depositphotos.com @ Oleg_P

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FRAM launches a brochure dedicated to Cyprus.

Realized in partnership with the incoming operator Creative Tours, this publication assembles the operator’s entire Cyprus offering and is primarily a commercial tool for travel advisors.

Available in limited quantities in a paper edition, it is now distributed mainly in digital format to facilitate sharing and use by agencies in their communications with clients.

The objective is clear: to support the renewed interest in Cyprus and help professionals better highlight a destination that is gradually regaining its dynamism.

Une offre construite autour des marques phares de FRAM

The brochure highlights the key concepts of the operator, presenting an offer that covers several traveler profiles.

FRAM notably introduces three Framissima Clubs: the Framissima Pernera Beach 4*, the Framissima Évasion Louis Ledra Beach 4* and the Framissima Évasion Kapetanios Aqua Resort 4*.

These properties deliver the brand’s usual experience, with a French-speaking animation, the involvement of FRAM center managers, and a program of activities that allows guests to discover the destination.

The catalog also includes the Jumbo Club Cynthiana Beach 3*, positioned on a more affordable all-inclusive offer, as well as two FRAM Signature properties — the Cap St George Hotel 5* and the Columbia Beach Resort 5* — aimed at clients seeking premium services.

Beyond these products, the selection is complemented by several 4- and 5-star hotels, as well as tours and self-drive routes that enable visitors to explore the island’s cultural, patrimonial and natural riches.

Published by Amelia Brille TourMaG.com Editor
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Gig Tripping: The Musical Journey That Inspires Music Professionals

September 2, 2026 by Amara Nambinga

Beyoncé lors de son passage au Stade de France, en 2025. Photo: TB

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« Hello, sorry, thank you » … No, do not read these three words as a personal message! This is the title of Céline Dion’s new single, released on July 3rd.

On the same day, another icon of music released her new album; namely Madonna who, at 67, proves she can still make the dance floors vibrate.

Two international stars, two novelties… and concerts in cascade? It’s already certain for Céline Dion who promises to set the Paris La Défense Arena on fire from September 12.

To welcome the Quebecoise singer and prepare for a media overdose, the largest venue in Europe is dressed in new colors. Since July 1, it has been called Plenitude Arena, named after the energy-transition subsidiary of the Italian group Eni.

Giant concerts… and tens of thousands of tourists

For Madonna, the uncertainty persists… But the star should leverage her new opus to organize a massive tour. Fans already have ants in their fingers, ready to tap away for hours on their keyboards to snag a ticket…

The last time Madonna visited France was in November 2023 to celebrate 40 years of her career, with four Bercy shows sold out and attendees still talking about it…

Bercy… or rather the Accor Arena. By naming the eastern Paris venue several years ago, the hotel group understood the value of associating its image with the world-renowned venue ranked the second-best concert venue in the world, after New York’s Madison Square Garden.

It also takes the opportunity to fill its hotels that line the Arena with each new event. Because these giant tours now generate tens of thousands of travelers.

The concert becomes a pretext for travel

What marketing specialists, always quick to invent new expressions, call the gig tripping (gig meaning concert in musical jargon). Understand this travel trend where fans cross the planet to see their favorite artist perform live.

They turn a concert into the pretext for a trip, adding a train or plane ticket, one or more nights in hotels, and experiences. According to a Skyscanner study, about 60 % of travelers, especially Generation Z, say they are willing to travel abroad to attend a concert or festival.

The payoffs are gigantic, for tourism professionals but also for destinations. Paris hasn’t missed the boat, becoming one of the world capitals of this new “musical tourism.” To the point of offering the Eiffel Tower as a giant advertising backdrop to announce Céline Dion’s return to the stage… With worldwide buzz guaranteed!

No (yet) dynamic pricing for tickets

Already in 2024, Taylor Swift’s series of Paris concerts set the tone. And last year, Beyoncé’s three shows at the Stade de France sealed the deal. Paris was the only European city, with London, to host the American star.

All of Europe, but also Americans, Brazilians or Japanese, then flooded France. Of the 215,000 spectators across the three shows, 100,000 were foreigners.

With a major advantage for France: dynamic pricing – now the norm in air travel, hotels and now theme parks – is not yet in place in France for ticketing, where it exists abroad.

Result: it costs less for a New Yorker to come spend three days in Paris (ticket, flight and hotel nights included) than to buy a simple seat to watch their favorite star in person in the United States.

Live Nation, nouvelle star de l’Hexagone

Les festivals dopent le tourisme en région

If Paris takes the gold, other regional metropolises are also getting into the game.

The stakes are high as in 2024, live music—“live” events (shows, concerts, festivals)—drew 37.9 million spectators in France and generated 1.6 billion euros in ticket revenue (+117% in ten years).

Beyond tours (national and sometimes international) in Arenas and stadiums, from Marseille to Lille and from Lyon to Montpellier, festivals are a major concern for the regions.

Among the stars, the Printemps de Bourges, the Vieilles Charrues Festival (Brittany), Hellfest (Pays de la Loire) or the Francofolies of La Rochelle are reliable bets, with 200 to 300 thousand visitors for each.

Un secteur fragilisé depuis deux ans

In other musical domains, Jazz In Marciac (Gers) or the Festival Interceltique de Lorient also attract enthusiasts and contribute to the tourist development of the territories.

But while giant concerts are buoyed by favorable winds, the festival sector (1,356 paid festivals in 2024) shows vulnerabilities over the past two years, between rising costs (security, more “greedy” artists…) and the withdrawal of subsidies.

Not to mention climatic risks, such as the heatwave at the end of June which forced the cancellation of several major events across France, including Solidays in Paris.

Un nouveau marché pour les agences ?

It remains for professionals to own this cultural offering, which could become a growth driver; to imagine a short break in a European metropolis or to better promote France. The major platforms are in the starting blocks…

For a long time, some coach companies have organized day trips by coach to attend concerts. For instance, Voyages Girardot which, this week, offers packages (ticket, transport and possibly hotel) for The Weeknd’s concerts at the Stade de France.

Now, a few tour operators have made it their specialty. Thus OnTours (based in Dole) which markets bus + concert packages for concerts (Indochine, Muse, AC/DC…) and festivals, including abroad such as Dour in Belgium or Sziget in Budapest.

Very rare seats !

Meanwhile, Eventeam (the official hospitality agency at the Stade de France) offers a VIP approach (privileged access, shared box seating, catering…), for instance to applaud the rapper PKL or the American star Jay-Z.

In a context of ticketing concentration among a few global players like Ticketmaster, the difficulty of accessing tickets in large numbers remains.

Thus, for Céline Dion’s Paris concert series, OnTours notes on its website that it has not received an agreement for ticket sales. It simply offers hotel-only options, near the Arena. You still have to manage to snag a seat; a mission almost… impossible!

Kuoni Unveils 2027 Previews and Expands Its Offering

September 2, 2026 by Amara Nambinga

Kuoni dévoile ses avant-premières 2027 et enrichit son offre - Depositphotos.com @ adrenalina

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Kuoni launches its 2027 previews by focusing on enriching its offering and personalizing travel experiences.

The tour operator is evolving several of its ranges to provide more choices to travel agents and their clients, while developing exclusive products.

The new brochures are currently being distributed to travel agencies and are already accessible in Kuoni’s professional space.

The main change concerns Scanditours, which is rethinking its Lapland clubs around five distinct concepts, each targeting a specific traveler profile.

Scanditours completely redesigns its Lapland clubs

The Scanditours Lumi Club adopts an adults-only positioning, while the Scanditours Ounasvaara Club targets travelers who wish to discover Lapland in a more autonomous way.

Families now have the Scanditours Pohtimo Club, while Luosto focuses on an immersion in Sami-Lapland traditions.

Finally, Olos completes this new range with an activities-oriented formula open to different types of clientele.

Scanditours also broadens its winter program with two new city breaks dedicated to Christmas markets, pairing Tallinn and Helsinki on one side, and a stay in Riga on the other.

Three new circuits and self-drive itineraries in Norway complete the offering.

New addresses in the Indian Ocean and the Caribbean

The Sables 2027 collection expands with several properties in seaside destinations. In Mauritius, Constance Le Chaland joins the program. In the Seychelles, Kuoni adds Alphonse Island Seychelles as well as Red Palm Luxury Villas Seychelles.

In the French Antilles, the tour operator launches two new stay-with-excursions formats, Ti’Zîl Madinina in Martinique and Ti’Zîl Karukera in Guadeloupe, along with two Pierre & Vacances properties.

Kuoni also notes it relies on direct access to hotel stock and on partnerships with several international chains, while offering an exclusive with Ananea Madivaru Maldives.

A private cruise aboard the Royal Clipper

The Cruises 2027-2028 range grows with new maritime and river itineraries. Among the novelties is a private cruise aboard the Royal Clipper, reserved for Kuoni customers, with a single departure planned from Nice on May 8, 2027.

The catalog also includes an Amazon expedition aboard the R/V Brasilian Dream, a cruise to the Austral Islands aboard the Aranoa, a North Europe itinerary on the Oceania Vista, and an expedition to the Spitzberg aboard the SH Vega.

The tour operator also highlights a greater number of French-speaking itineraries, departures from French ports, and packages that include flights and pre- and post-cruise programs.

More customizable tours

Kuoni also enriches its Group and Private Tours 2027 brochure with several new itineraries, including a Colombian panorama, a South African fresco, a peaceful Japanese interlude, and Brazil, combining culture and nature, offered with a special departure for the Rio Carnival.

The operator also continues to develop its privatisable circuits to allow agencies to build more personalized trips according to the expectations of their clientele.

Impact Consultants Turbocharges Sales Representation

September 2, 2026 by Amara Nambinga

Devi Pentamah et Rodolphe Lenoir. Photo : Paula Boyer

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Created in 2021 by two partners, Rodolphe Lenoir and Paul de Rosen, the tourism-focused consulting firm Impact Consultants decided to accelerate its commercial representation.

Main asset to support this ambition: the recruitment of Devi Pentamah as Director of Tourism Development. Former head of sales at Hilton, this new hire subsequently founded VIV Consulting, a firm specialized in the commercial representation of tourism players.

By combining strategic advisory and commercial representation, Impact Consultants, which now brings together 15 employees and posted revenue of €1.9 million in its latest financial year, anticipates in the short term an increase in its business volume of 10 to 15 %.

“Our ambition, said Rodolphe Lenoir at a press conference in Paris on Tuesday morning, is to become the reference for growth consulting and for commercial representation for tourism, hospitality and leisure players in France but also in Europe, excluding air transport”.

Already five new clients

“Consulting and commercial representation have long evolved as two distinct professions. Yet today, companies are looking more for support capable of linking strategic thinking to its operational execution. This is what we aim to offer“, insisted Rodolphe Lenoir.

According to him, the originality of the model developed by Impact Consultants lies in the combination of human expertise and tools derived from consulting, nourished by DATA and AI.

Now known in the consulting world (he works notably for Accor and TUI), Impact Consultants is not exactly a rookie when it comes to commercial representation. For five years, the B2B specialist firm has represented PortAventura World in its commercial development on the French market.

With the arrival of Devi Pentamah, Impact Consultants has already broadened its roster with several new collaborations: Mauzil DMC, a receptive agency based in Mauritius; Alize Travel, a DMC based in Morocco; Odysséo, the first oceanarium of the Mascarenes; and, finally, Acajou Beach Resort & Spa, an eco-friendly hotel in the Seychelles.

Negotiations are, moreover, well advanced with an Indian DMC and with operators in the Middle East, but their finalization has been delayed by the war in the Middle East, added Rodolphe Lenoir.

Recently, Impact Consultants has seen its two founders joined by three new partners: Alexandre Veau, Manuel Chevallier and Hélène Millet.

Published by Paula Boyer Head of LuxuryTravelMaG section – TourMaG.com
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Club Med Launches Its First International Padel Tournament

September 2, 2026 by Amara Nambinga

Club Med lance le "Club Med Padel Tour" son premier tournoi de padel amateur et international, image by ClubMed

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Following the success of the Club Med Padel Cup in 2025, an event that brought together celebrities and French champions in Spain, Club Med is stepping up a gear.

Starting in October 2026, the Club Med Padel Tour will thrill enthusiasts of the sport across Europe, the Middle East and Africa, with a dream finale under the Marbella sun.

The tournament will begin in October 2026 and will stop in several key countries, notably France, Belgium, Switzerland, the United Kingdom, Germany, Italy, Spain and South Africa.

In France, the official kickoff will take place on October 2 at the 4Padel club in Boulogne-Billancourt, before visiting around ten major cities, including Paris, Lyon, Marseille or Bordeaux, until January 2027.

The winners from each country will meet in March 2027 for a grand international final at the Club Med Magna Marbella, with a all-inclusive stay for two people at one of the brand’s Resorts on the line.

Club Med Padel Tour: An Intergenerational Competition

The tournament aims to be accessible and faithful to Club Med’s values.

Organized in two distinct categories, women and men, it imposes a unique and original rule: the combined age of the two partners in each duo must be equal to or greater than 60 years.

This special rule has been designed to encourage intergenerational partnerships on the court.

Each regional stage will be designed as a festive occasion, featuring matches played in a competitive yet friendly atmosphere, musical entertainment with DJ sets and photo-call sessions, cocktails or aperitifs accompanying prize-giving ceremonies, as well as workshops for trying out leading-edge sports equipment.

Operational management is entrusted to Padel + Agency, founded by Robin Haziza, a prominent figure in the scene and former captain of the French national padel team.

This initiative strengthens Club Med’s positioning as a pioneer of the sport on holiday. The brand already operates 15 Resorts equipped with nearly 55 padel courts worldwide and plans to open additional courts in 2026.

TUI France: Last-Minute Bookings Up 20% This Summer

September 2, 2026 by Amara Nambinga

TUI France observe un regain des réservations de dernière minute - Depositphotos.com @HJBC

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While the French remain largely inclined toward advance bookings, last-minute departures are on the rise this summer.

TUI France indicates that bookings made in the 31 days preceding departure for the Clubs Lookéa and Marmara have increased by 20 % compared with summer 2025.

According to the tour operator, this trend reflects heightened traveler interest in last-minute offers, without undermining the habit of planning ahead. In total, 74 % of customers still reserve their holidays three to nine months before departure.

More precisely, 46 % book their reservation three to six months in advance, 25 % between six and nine months, while 3 % reserve more than nine months ahead of their stay. Conversely, 20 % book between one and three months before departure and 6 % only in the month preceding their vacation.

In a press release, Christophe Fuss, CEO of TUI France, states that “last-minute is gaining ground this year but it does not replace anticipation“, noting a growing demand for flexibility and good deals, especially for seaside destinations and club stays.

A last-minute traveler who most often travels as a couple

According to data released by TUI France, last-minute travelers predominantly go with a companion. Couples account for 60 % of bookings, ahead of families at 35 %, while solo travelers constitute only 5 %.

Mediterranean destinations remain the most sought-after for this booking pattern. Greece tops the list, followed by Italy and Tunisia. Among the most requested properties are the Marmara Doreta Beach Club in Rhodes, the Marmara Sicilia in Sicily, and the Lookéa Playa Djerba Club in Tunisia.

On theNouvelles Frontières itineraries side, reservations made one month prior are also rising. Itineraries to Iceland, Canada, and Portugal feature among the most in demand. For the TUI Sélection range, the Balearics, Crete, and Morocco remain the favored destinations for last-minute vacationers.

Finally, despite the growth of online bookings, the physical distribution network remains important. According to TUI France, 22 % of last-minute travelers book through one of the more than 200 TUI Stores across France.

Written by Amelia Brille TourMaG.com journalist
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FRAM Launches Selfcare to Automate Flight-Cancellation Management for Travel Agencies

September 2, 2026 by Amara Nambinga

FRAM lance Selfcare pour automatiser la gestion des annulations de vols des agences - Depositphotos.com Auteur visuals6x

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A few weeks after unveiling the project at the Convenc’Tour of the CEDIV, FRAM unveils a new tool for travel agencies.

The tour operator announces the launch of Selfcare, a new tool integrated into its BtoB FRAMPRO platform, designed to simplify the management of flight cancellations.

This feature addresses a recurring issue driven by the rising disruptions in air travel, which heavily involve travel agencies and the teams of tour operators.

In a first phase, the tool concerns Stay (holidays) files

Specifically, Selfcare enables agencies to receive cancellations communicated by airlines more quickly, immediately access the available re-protection options, and confirm with their clients the chosen option on the spot, without prior revalidation by FRAM when the processing is automated.

The aim is to shorten processing times for cases while allowing the tour operator’s teams to focus on the more complex scenarios. When automatic processing is not feasible, the file is forwarded to the Service Avant Départ.

In this initial phase, the tool covers Stay dossiers for which a reprotection solution is available. Other cases will continue to be handled by FRAM teams.

FRAM: empowering agencies with autonomy and responsiveness

The group plans a gradual scaling of the system. By the end of 2026, nearly all FRAM and Plein Vent files affected by this type of processing should be integrated into Selfcare.

« Our partners asked for more autonomy and responsiveness when a flight is canceled.

Selfcare directly answers this expectation. It is a useful innovation, built from their feedback. And this is only the first step: we will continue to enhance Selfcare in the coming months », states Cyrille Fradin, president of Groupe Karavel-FRAM.

Up to 50 euros covered per person in case of air re-protection

In parallel with this technological evolution, FRAM announces a commercial measure aimed at reducing the financial impact of transport changes.

In the event of an air reprotection, the tour operator will now cover up to 50 euros per person for any additional transport costs. This contribution will be directly added to the file to lessen the traveler’s out-of-pocket amount and to facilitate securing departures.

This announcement comes amid a context where air disruptions have heavily strained the entire distribution chain in recent months.

At the Convenc’Tour of the CEDIV held in June, Jean-Christophe Guillin recalled that FRAM had recorded 3,800 PNR cancellations between April 1 and August 31 due to the conflict in the Middle East.

These figures illustrate the scale of the processing to be managed and the need to automate part of the processes.

Salaün Holidays Launches Silk Road Brochure

September 1, 2026 by Amara Nambinga

Salaün Holidays enrichit son offre en Asie centrale avec une nouvelle brochure - Photo : Salaün Holidays

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Salaün Holidays broadens its Asia program with a new brochure entirely devoted to the Silk Road routes.

The tour operator gathers a selection of itineraries across several Central Asian regions, from China to the ancient caravanserai towns of Uzbekistan, passing through Kazakhstan, Kyrgyzstan and Turkmenistan.

Historic cities, turquoise domes, deserts, steppes and mountain chains form the thread running through this new collection.

Some of the proposed itineraries are exclusive and unprecedented, with the aim of showing travelers the different facets of territories shaped by centuries of commercial and cultural exchanges.

Salaün Holidays asserts a historical expertise in Uzbekistan

This new brochure continues the group’s ongoing presence on the destination. “We have been programming Uzbekistan since 1999“, notes Michel Salaün, president of the eponymous group.

According to the executive, 12,600 travelers have discovered the country over the past 27 years thanks to the tour operator’s programming, which today positions itself as the leader on this destination.

“It is therefore appropriate to devote a special brochure to the Silk Road and its mythical itineraries“, says Michel Salaün. The brochure thus assembles guided tours, small-group journeys as well as tailor-made and on-demand offers.

The offering aims to meet different traveler profiles, whether they wish to follow an organized itinerary or build a personalized trip.

Salaün Holidays notably includes services comprising flights, accommodations, transfers, French-speaking guides and excursions.

Tours between historic cities and vast expanses

Among the main itineraries on offer is the circuit “Uzbekistan and the Splendors of the Silk Road”, organized for 10 days and 9 nights. The trip notably includes visits to Tashkent, Samarkand and Bukhara, as well as immersive experiences and encounters with local populations.

The brochure also includes several longer circuits. “The Silk Road from Urgench to Tashkent”, spanning 12 days and 10 nights, offers a discovery of Khiva, Bukhara and Samarkand, three emblematic cities in Silk Road history.

Another highlighted itinerary is “The Great Crossing of Central Asia”, a journey of 15 days and 14 nights across three former Soviet republics of Central Asia. The circuit combines explorations of steppes, mountains and historic cities, tracing the paths of the ancient trade routes.

A program dedicated to small groups

Salaün Holidays is also developing a small-group travel offering. “The Grand Tour of Uzbekistan, Orient Heritage and Caravanserai Splendors“, scheduled for 15 days and 13 nights, links notably Khiva, Bukhara and Samarkand. The itinerary emphasizes local experiences, with village visits, a night in a yurt, a lunch with a local family as well as the discovery of Uzbek crafts and daily life.

Another trip of 13 days and 11 nights combines Turkmenistan and Uzbekistan. The route takes travelers through deserts, UNESCO-listed historic cities and several iconic monuments of Islamic architecture.

The new brochure also offers itineraries tied to major regional calendar highlights. The circuit “Winter Legends on the Silk Road”, organized over 8 days and 6 nights, allows celebrating the New Year in Tashkent, Bukhara and Samarkand.

Salaün Holidays also schedules a trip around Navruz, the spring festival celebrated for more than 2,500 years in Central Asia. Over 11 days and 9 nights, the itinerary combines discovering the festival and its traditions with exploring the main historical milestones of the Silk Road.

Published by Amelia Brille TourMaG.com Editor
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Pierre & Vacances: Buyout Offer Expected by Q1 2027

September 1, 2026 by Amara Nambinga

Pierre & Vacances : Mubadala Capital sécurise 80,13 % du capital avant son OPA - Depositphotos.com @violetkaipa

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The proposed rapprochement between Pierre & Vacances and Mubadala Capital takes another step forward.

The two groups have signed an agreement outlining the terms for acquiring all outstanding Pierre & Vacances shares, via MC Pomona Bidco, a vehicle controlled by Mubadala Capital.

The transaction contemplates a voluntary cash offer, according to the financial terms announced on June 22, 2026. Mubadala Capital has already secured commitments from shareholders representing 80.13% of the circulating share capital.

Among them are Fidera Limited, with 26.72%, Benefit Street Partners, with 24.96%, Pastel Holding, with 8.60%, and Pristine, with 11.49%, within the framework of the management trust related notably to the state-guaranteed loan.

Pierre & Vacances: The Board of Directors Back the Offer

On July 17, 2026, the Pierre & Vacances board of directors welcomed, unanimously and favorably, the proposed offer. Its reasoned opinion will be issued after the delivery of the independent expert’s report and the views of the employee representative bodies.

The board currently believes that the operation is in the best interests of the company, its shareholders, its employees and its other stakeholders.

The offer contemplates a price of €1.90 per ordinary share, with the attached coupon, and €1.79 per share with the detached coupon.

To read: The Pierre & Vacances group could be acquired by an Emirati fund.

An additional €0.10 per share could be paid in the event of a mandatory withdrawal and delisting, provided that Mubadala Capital holds at least 90% of the capital and voting rights on a fully diluted basis at the end of the offer.

An extraordinary distribution of bonuses of €0.11 per ordinary share must also be approved by the shareholders at an extraordinary general meeting planned around 30 September 2026.

Pierre & Vacances: An Offer Expected in the First Quarter of 2027

The filing of the offer with the Autorité des marchés financiers (AMF) is planned no later than the first quarter of 2027.

It remains subject, notably, to obtaining the usual regulatory approvals, to the board’s reasoned opinion, to the approval of the extraordinary distribution by the shareholders, and to obtaining the necessary consents under existing financing agreements.

The closing of the offer is expected to occur in the first half of 2027. If the conditions are met, Mubadala Capital also plans a mandatory buyout of all shares and a delisting of Pierre & Vacances.

For Mubadala Capital, this operation should support a new development phase for the group, notably through the renovation and upgrading of its sites, as well as the expansion of its portfolio.

Published by Amelia Brille TourMaG.com Editor
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TUI Becomes Partner of the Palermo Marathon and Extends Its Commitment in Rhodes

September 1, 2026 by Amara Nambinga

Le marathon de Palerme rejoindra la TUI Mediterranean Marathon League à partir de 2027 - DepositPhotos.com, grand-warszawski

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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.

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.