Tanvi Lunawat
Director of Operations at Institute of Sports Science and Technology (ISST)
Endurance events are redefining travel, where journeys are no longer about sightseeing alone, but about purpose, participation, and personal achievement. Sports Tourism 2.0 is no longer about attending an event; it’s about immersing oneself in a destination through sport. Marathon runners today choose locations not just for scenic routes, but for climate, course design, local culture, and the story a city offers on race day.
Destination runs create a unique intersection of fitness, culture, and community. Participants typically arrive days ahead of race day, immersing themselves in local food ecosystems, recovery and wellness experiences, and interactions with residents who become volunteers, spectators, and storytellers. This creates an economic and cultural ripple effect far beyond a single race morning. Cities benefit from repeat visitation, global visibility, and a healthier brand identity.
In India, endurance events are increasingly becoming tools for regional development—showcasing coastal towns, heritage cities, hill regions, and emerging urban centers in a way traditional tourism cannot. What makes this evolution powerful is inclusivity: elite athletes, amateur runners, families, and wellness travelers all participate in the same ecosystem.
As sports tourism matures, the focus must remain on sustainability, athlete experience, and local integration. When done right, destination running doesn’t just promote a place—it builds long-term emotional connections between people and places through movement
