The Rise of 'Race-Cation': Spending Surge Post-Hainan Marathon

The recent success of the Hainan Marathon held in Sanya has not only highlighted the vitality of international sporting events but has also sparked a new trend in travel, known as 'race-cation'. As the first event certified as Class A by the Chinese Athletics Association, the marathon, which took place on the last weekend of 2025, has shown promising outcomes in both sports participation and local economic stimulation.

One of the most notable aspects of this event is its impact on local tourism and hospitality. With the implementation of the Hainan Free Trade Port (Hainan FTP) policies, the area has become more accessible for both domestic and international travelers. This accessibility, combined with enhanced visa facilitation and a well-connected international flight network, contributed to a staggering 92% hotel occupancy rate during the marathon weekend. In addition, commercial expenditures along the marathon route increased by approximately 35%, demonstrating the positive financial implications for local businesses.

According to Yang Yong, the CEO of Orange Lion Sports, the organizing body, the event was effectively promoted through various platforms within the Alibaba ecosystem, which included Taobao, Fliggy, and Alibaba Health. This strategic integration allowed for better engagement with both local and international runners, encouraging increased spending associated with the event.

The extensive support from the Hainan FTP is exemplified by its visa-free entry for citizens from 86 countries and its international network connecting 25 destinations across Asia and Europe. Such measures not only draw in more participants but also elevate the overall experience through affordable lodging and amenities. Furthermore, the expansion of the duty-free imports list from 1,900 to over 6,600 items proved crucial. This change allowed for a substantial reduction in costs associated with athletic gear and event equipment, directly benefiting the marathon’s operational quality while attracting more sponsors and partners.

Confirming the event's lingering effects, data from Fliggy indicated a steady growth in hotel bookings since late October. This surge in reservations continued to trend upward, demonstrating sustained interest from travelers post-event. Moreover, the marathon coincided with the first New Year and Spring Festival celebrations under the new customs regulations, further driving consumer spending. According to the local tourism office, Sanya welcomed approximately 650,800 visitors during the New Year holidays in 2026, generating tourism revenue of 1.299 billion RMB.

This combination of the marathon and holiday travels underscores the amplified market activity and reflects how large-scale sporting events can intertwine with tourism, hospitality, and international expenditures. The success of the Hainan Marathon (Sanya) clearly showcases how effectively organized sporting events can revitalize local economies while promoting a healthy lifestyle through running.

The growing phenomenon of 'race-cation' speaks volumes about the potential for sporting events to transform local tourism landscapes, make athletic competitions accessible to global audiences, and ultimately foster community spirit through health and fitness initiatives. As trends continue to evolve, Sanya stands as a beacon for upcoming events looking to merge sports and travel seamlessly, opening up a new chapter in the relationship between athleticism and tourism.