Apartment hotel brand MIMARU said international visitors are increasingly building family holidays around marathon participation in Japan, turning race weekends into longer cultural journeys, the company said on June 30.
The trend points to a shift towards experience-led travel in one of the world’s fastest-growing inbound markets, as Japan draws record visitor numbers and operators seek ways to extend stays and spending beyond single events.
MIMARU, operated by Cosmos Hotel Management Co., said nearly 80% of guests at its Tokyo Shinjuku property during the Tokyo marathon period are race participants, with many travelling alongside partners, friends and children who explore the country together.
Visitors are increasingly combining running with sightseeing across Tokyo, Kyoto, Osaka and beyond, using the Golden Route as a base before continuing to regional destinations.
“For many travellers, the marathon is just one part of the journey. One person may be running, but everyone is exploring Japan together. The race becomes a reason to travel, spend time together and experience new places,” said Mao Mochizuki, international PR at MIMARU.
Run Japan, operated by R-bies Co., provides international runners with entry access and information for marathon events across the country.
The Tokyo marathon takes runners through the city’s central districts, while the Kyoto marathon passes historic temples and shrines, and the Osaka event draws on the city’s food culture and local support.
Many visitors extend their stay beyond race weekend, travelling on to events including the coastal Shonan International Marathon and the Nara marathon.
Apartment-style accommodation allows runners and their companions to stay together, with space to prepare before race day and recover afterwards, MIMARU said.
“As travellers look for more memorable and meaningful experiences, marathon travel is becoming a new way to experience Japan. It’s no longer just about crossing the finish line. It’s about sharing the journey with the people you travel with,” said Mochizuki.
Why it matters for the trade
Marathon travel offers operators a clear hook for extended-stay packages and multi-destination itineraries, with runners bringing non-running companions who add room nights and spend. The 80% participant occupancy figure shows how event calendars can anchor demand, and the spread from Tokyo to regional races points to dispersal opportunities for suppliers beyond the Golden Route.