Marta Laporta
What happens when 39,000 runners take over a city?
With wellness gaining momentum among younger generations, there are growing signals that this mindset may also be shaping how and why people travel.
Last month, the Tokyo Marathon kicked off the Abbott World Marathon Majors (series of seven of the world’s most prestigious marathons) –and we’ve analyzed its impact on travel.
Thanks to Amadeus Arrivals & Stays and Amadeus Social Demographics data, destinations can better leverage these events by understanding where travelers are coming from, how demand is shifting, and who these visitors really are .
One interesting signal?
While the core audience remains established travelers, the 26–35 segment emerges as the second-largest group – potentially pointing to growing interest from younger travelers in active and experience-led travel.
