Agoda has revealed Thai traveler behavior for 2026, showing a surge in accommodation searches driven by the 'Run-cation' trend, with travelers marking their calendars for major marathons across Asia, including Seoul, Mt. Fuji, and Bangkok.
Amid growing popularity of health and self-care tourism across Asia, Agoda, a digital travel platform, has unveiled intriguing new traveler behavior highlighting the rising Run-cation or 'travel and run' trend in 2026.
Accommodation search data on Agoda reflects that Thai travelers are increasingly planning their trips to coincide with weekend marathon events, not only within Thailand but also expanding to major marathons in key Asian cities.
Marathon Event | Date | Route Highlights | Increase in Accommodation Searches by Thais |
JTBC Seoul Marathon 2026 (South Korea) | 1 Nov 2026 GMT+7 | A flat course passing Deoksugung Palace, Gwanghwamun Square, finishing at Jamsil Olympic Stadium. | Up 73% (compared to 2025) |
Mt. Fuji International Marathon 2026 (Japan) | 12-13 Dec 2026 GMT+7 | A loop around Lake Kawaguchiko and Lake Saiko with views of Mt. Fuji and autumn foliage. | Up 41% (ranked in world's Top 3) |
Amazing Thailand Marathon Bangkok 2026 (Thailand) | 28-29 Nov 2026 GMT+7 | Start at MBK Center, route through Lumphini Park, Victory Monument, finishing near the Grand Palace. | Up 19% |
The JTBC Seoul Marathon, held on 1 November 2026, is among South Korea's top running events, notable for its flat, fast course passing historic sites like Deoksugung Palace and Gwanghwamun Square, finishing at Jamsil Olympic Stadium.
Agoda data shows Thai accommodation searches for the event weekend rose by 73% compared to the same period in 2025. Besides Thai runners, the event also attracts significant interest from travelers in Japan, Singapore, Taiwan, Malaysia, and the Philippines.
Held 12-13 December 2026 near Tokyo, the Fuji Marathon is a dream run for enthusiasts worldwide, featuring a loop around Lake Kawaguchiko and Lake Saiko, offering runners scenic views of Mt. Fuji amid late autumn to early winter foliage.
Thai traveler accommodation searches increased by 41% year-on-year, placing Thailand among the top three non-host countries searching on Agoda, alongside Taiwan, Singapore, and Malaysia.
The major domestic event, Amazing Thailand Marathon Bangkok 2026, scheduled for 28-29 November 2026, features separate start and finish points, beginning at MBK Center, passing landmarks such as Lumphini Park, Victory Monument, Ratchadamnoen Road, and finishing near the Grand Palace.
Accommodation searches from Thai runners increased by 19%, showing strong interest from provincial runners traveling to the capital. Additionally, notable increases in international participants from the Philippines, Singapore, Japan, and Taiwan have been recorded.
All data points to a clear trend: marathon bib numbers have become as critical in travel decision-making as visiting beaches or theme parks. Health goals and travel planning are increasingly integrated.
"Marathons used to be solo activities but are now becoming trip highlights for some travelers. Thai travelers are among the most engaged in regional premier races, reflecting growing demand for health-focused travel. Agoda is ready to help runners find the right accommodations with ease," said Akkapon Rodkhong, Agoda's Director for Thailand and Indochina.