TUI has announced a new partnership with the Palermo Marathon and extended its title sponsorship of the TUI Rhodes Marathon until 2030, as the 'racecation' trend continues to grow.
New sponsorship and expansion
From 2027, TUI will become title sponsor of the Palermo Marathon, adding Sicily's capital to its collection of marathon destinations that already includes Rhodes, Cyprus and Mallorca. The move strengthens TUI's Mediterranean Marathon League, which is expected to attract more than 25,000 runners in 2027.
Palermo, famous for its historic architecture, food scene and coastal setting, offers runners the opportunity to turn race weekend into a longer Mediterranean escape. The Palermo Marathon attracted more than 3,000 runners from 35 countries at its most recent event, with the scenic course taking participants through the heart of Sicily's capital and past many of the city's historic landmarks.
Growing demand for active holidays
Sebastian Ebel, CEO of TUI Group, said: "We're seeing more customers looking for holidays that combine travel with personal passions, whether that's sport, culture, food or wellness. Running events are a perfect example of this trend and destination marathons are becoming an increasingly popular way for people to experience new places."
He added: "Our marathon destinations offer something special. Participants can challenge themselves, discover incredible destinations and enjoy quality time with friends and family before and after race day. That's why we're excited to welcome Palermo to our growing marathon family."
Rhodes Marathon extension
Alongside the launch of the new partnership, TUI has also extended its title sponsorship of the TUI Rhodes Marathon until at least 2030. The event has become one of the Mediterranean's leading running festivals and attracted more than 5,000 runners from 65 countries in 2026.
Ebel said: "Rhodes is one of our most loved destinations and the marathon has become a fantastic showcase for everything the island has to offer. It perfectly demonstrates how sport and travel can come together to create unforgettable experiences while supporting local tourism and community."
Marieta Papavasileiou, Co-Founder of the TUI Rhodes Marathon and Chair of the Organising Committee, said: "We're delighted to continue our partnership with TUI. Together we've helped grow the event's international profile and we're looking forward to welcoming even more runners to Rhodes in the years ahead."
Marathon entries for Rhodes, Cyprus and Mallorca are available through TUI retail stores, online and via TUI Musement, with Palermo set to be added shortly.
