From marathons to global events: Filipinos travel for sports as 'experience-first' trend grows

More Filipinos are planning their trips around sports events—from marathons to international fitness competitions, highlighting a growing shift toward experience-driven travel in 2026.

Travel platform Klook said it is seeing rising demand for what industry players call “sports tourism,” as travelers increasingly build itineraries around events rather than destinations.

Klook Philippines General Manager Michelle Ho said this reflects a broader change in how Filipinos approach travel.

“We’re seeing people plan trips around activities like marathons or fitness events,” Ho said. “Travel is becoming more intentional and experience-led.”

Trips built around events

Instead of choosing a destination first, some travelers are now selecting trips based on specific events, such as:

• International marathons
• Fitness competitions like HYROX
• Sporting events and tournaments

Klook said it has partnered with hotels and event organizers in destinations such as Hong Kong to offer bundled packages for participants, combining race entry, accommodation, and activities.

This model, Ho noted, is expected to expand as demand grows.

Part of a broader experience shift

The rise of sports travel ties into a larger trend identified in Klook’s 2026 Travel Pulse study: Filipinos are prioritizing experiences over traditional travel considerations.

Data shows:

• Nearly 50% prioritize shared experiences with loved ones
• Increasing willingness to spend on activities and events
• Growing interest in curated, purpose-driven travel

“Before, travel was about getting to a place,” Ho said. “Now, it’s about what you can do there, and for some, that’s joining an event.”

Fitness, community, and travel combined

Sports travel is also appealing because it combines multiple motivations including personal goals (fitness, achievement), social experiences (traveling with friends or groups), and leisure (exploring a destination beyond the event).

Klook said many travelers extend their trips before or after events, turning competitions into full travel experiences.

While still emerging compared to traditional leisure travel, Klook said sports tourism is one to watch.

“We’re still at the early stages of what this can become,” Ho said, noting that the impact extends beyond travelers to hotels, restaurants, and local businesses. — LA, GMA Integraed News