TUI’s commitment to the TUI Palma Marathon Mallorca continues to strengthen with the recent announcement that the travel giant has extended its title sponsorship and exclusive distribution partnership with marathon organizer Kumulus until at least 2030. This partnership, which first began in 2014 and was re-established in 2024 after a ten-year hiatus, reflects the ongoing evolution of the event, both as a world-renowned marathon and as a key contributor to the Balearic Islands’ tourism industry.

The Strategic Importance of TUI Palma Marathon Mallorca

The TUI Palma Marathon Mallorca is not just a race; it has become a major sporting and tourism event on the global stage. Every October, the marathon attracts thousands of runners from all over the world, contributing significantly to the local economy and drawing attention to the island’s scenic landscapes, culture, and hospitality. The event is a unique combination of sport and tourism, offering participants not only the thrill of running but also the chance to experience one of Europe’s most beloved holiday destinations.

TUI’s involvement in the marathon is strategic. As a global leader in tourism, TUI recognizes the potential for integrating sport and tourism to create unforgettable experiences for both participants and spectators. This partnership between TUI and Kumulus, the marathon’s organizer, showcases the power of collaboration in advancing global sports tourism.

TUI’s Focus on Sustainability and Innovation

TUI’s Magnus Hüttenberend, responsible for sponsorships, highlighted the company’s focus on sustainability and quality in the marathon’s future. “For TUI, the combination of sport, tourism, and sustainability is ideal,” said Hüttenberend. “The TUI Palma Marathon Mallorca inspires both local and international runners – we are proud to continue supporting this iconic event for the Balearic Islands and throughout Europe.”

This focus on sustainability aligns with TUI’s broader mission of responsible tourism, where the company works alongside local partners to ensure that the marathon is not only a successful event but also a catalyst for positive environmental and social impact. From reducing waste to promoting eco-friendly travel options for participants, TUI and Kumulus are setting new standards for how large-scale sporting events can positively impact the destination and its communities.

The Economic and Tourism Impact of TUI Palma Marathon Mallorca

The TUI Palma Marathon Mallorca is an event that goes beyond athletics; it is a key driver of tourism. The average runner at the marathon brings nearly three accompanying people, highlighting the event’s ability to generate a significant influx of tourists to the island. This creates a substantial economic boost for local businesses, from hotels and restaurants to transport services and attractions.

The integration of sport and tourism also enhances the island’s visibility on a global scale. Each year, the marathon attracts runners from different parts of the world, contributing to Mallorca’s reputation as an international destination for both leisure and sport. The event also benefits from the growing popularity of health and wellness tourism, where travelers seek to combine fitness with their vacations.

With registration numbers for the 2025 edition already 60% higher than the previous year, the continued growth of the marathon promises to further boost Mallorca’s tourism economy. The event not only attracts seasoned runners but also tourists seeking a unique vacation experience that blends fitness with exploration.

Global Expansion of TUI’s Marathon Portfolio

The extension of TUI’s partnership with Kumulus is not limited to the Palma Marathon. In addition to its role as the title sponsor for the Palma Marathon, TUI is expanding its involvement in the global marathon scene. The company’s growing portfolio includes other prestigious events, such as the upcoming TUI Rhodes Marathon, which will take place for the first time on April 6, 2025.

TUI’s expansion into other major marathon events illustrates the company’s broader strategy to engage with travelers through sporting events. The company’s exclusive distribution partnership allows it to offer travel packages for the marathons, further enhancing the experience for participants and spectators. These events not only help to promote destinations but also align with TUI’s mission of promoting active lifestyles and healthy living.

TUI’s Continued Innovation in Sports Tourism

Innovation is at the heart of TUI’s strategy, and the company continues to evolve how sports and tourism are intertwined. TUI has long been a pioneer in offering travel packages for sporting events, but its approach to the TUI Palma Marathon Mallorca showcases a more integrated model. By combining sponsorship with distribution rights, TUI creates a seamless experience for participants, providing them with easy access to travel packages, accommodations, and unique experiences tailored to their needs.

Furthermore, TUI’s ongoing commitment to innovation ensures that each iteration of the TUI Palma Marathon Mallorca will bring new features and enhancements. Whether through technology, sustainable practices, or new partnerships, the marathon is set to continue evolving, providing an ever-improving experience for all involved.

TUI and Kumulus: A Partnership for Growth

The successful collaboration between TUI and Kumulus is built on shared values of sustainability, customer satisfaction, and community engagement. Kumulus CEO David Thompson echoed these sentiments, stating, “We are delighted to extend our partnership with TUI, a global leader in the tourism industry. This step underlines our shared success and our common goal to further expand the TUI Palma Marathon Mallorca.”

The extended partnership demonstrates the strength of the relationship between TUI and Kumulus and their commitment to building a marathon that benefits not only the participants but also the local community. With their combined expertise and dedication, the partnership is poised for even greater success in the coming years.

The Future of TUI Palma Marathon Mallorca and Global Sports Tourism

With the extension of its sponsorship agreement through 2030, TUI has demonstrated its long-term commitment to the TUI Palma Marathon Mallorca and its role in the global sports tourism industry. The continued success of the marathon, coupled with TUI’s expertise in tourism and sustainability, is set to inspire future sports events that prioritize responsible tourism, innovation, and inclusivity.

The TUI Palma Marathon Mallorca has become a model for how sports and tourism can collaborate to create lasting economic, social, and environmental impact. As the event grows in both size and influence, it will continue to drive tourism to the Balearic Islands and beyond, shaping the future of sports tourism in the process.

The TUI Palma Marathon Mallorca: A Global Sporting and Tourism Landmark

The TUI Palma Marathon Mallorca has firmly established itself as one of the most iconic events in the world of sports tourism. With its breathtaking landscapes and historic charm, it has become a key annual event in the Balearic Islands, attracting thousands of runners and spectators from around the globe. This year, the marathon will mark its 21st anniversary, continuing its legacy as a key sporting event while promoting tourism on the island of Mallorca. With a history of impressive participation, continued growth, and a focus on sustainability, the marathon has become an essential highlight for both the tourism industry and the global running community.

A Growing Global Event: Participation and Demographics

The TUI Palma Marathon Mallorca continues to grow year after year. In 2024, the event saw an impressive 8,400 runners from 76 different nations. Among the largest groups of international participants were from Germany (36%) and Great Britain (20%), further demonstrating the marathon’s global appeal. The increasing participation of women in the event is also noteworthy, with the proportion of female runners now standing at 47%. This growing diversity reflects the marathon’s success in engaging a broad range of athletes and highlighting its inclusivity.

As the marathon approaches its 21st anniversary in 2025, it will celebrate this milestone with a renewed focus on promoting the island’s stunning natural beauty and historical landmarks. Runners will once again have the opportunity to experience Mallorca’s magnificent coastlines, scenic landscapes, and Palma’s historic city center during the event. These elements make the TUI Palma Marathon Mallorca not just a race, but a destination experience.

The Event’s Diverse Offerings: Distances and Participation

The marathon offers a variety of race distances, catering to athletes of all levels. Whether participating in the full marathon, the half marathon, or the 10K, every runner has the opportunity to experience Mallorca in a unique way. The event’s diversified offerings make it an attractive choice for both serious runners and recreational participants, creating a welcoming atmosphere for people of all abilities.

One of the key reasons the TUI Palma Marathon Mallorca continues to attract such large numbers of participants is the event’s combination of professional athleticism and tourism. The marathon is not just about running; it is about experiencing Mallorca’s culture, beauty, and hospitality. The event consistently attracts visitors who are looking to combine an active holiday with an opportunity to explore one of Europe’s most vibrant and picturesque destinations.

Support and Sponsorship: TUI’s Key Role

TUI has played a central role in the TUI Palma Marathon Mallorca’s success. As the title sponsor, TUI has been at the forefront of ensuring the event’s growth and global recognition. The partnership between TUI and Kumulus, the marathon organizer, has proven to be highly effective in creating a world-class experience for participants while also driving tourism to the Balearic Islands.

The marathon is also supported by a wide array of local and regional organizations. The Palma City Council, Balearic Government’s Sustainable Tourism Fund, Mallorca Tourism Foundation, and Consell de Mallorca all contribute to the marathon’s success. Additionally, TUI’s strong network of partners, such as Zafiro Hotels, 361º, Fornes Logistics, and Ports de Balears, provide valuable support in organizing and executing the event. These collaborations have helped create a seamless experience for participants while also boosting the island’s economy through increased tourism.

TUI and the TUI Palma Marathon Mallorca: A Partnership Built on Sustainability and Growth

TUI’s Magnus Hüttenberend, who is responsible for sponsorship at the company, highlights the synergy between sport, tourism, and sustainability in the marathon’s vision. According to Hüttenberend, the marathon is a perfect example of how events can promote both active living and sustainable tourism. The event is not only about providing a great experience for participants but also about showcasing Mallorca’s unique heritage and natural beauty in a way that promotes responsible tourism.

Sustainability is a core value for TUI, and the marathon offers a platform for promoting eco-friendly practices within the tourism and sports industries. TUI has worked with local partners to reduce the event’s environmental footprint, including efforts to minimize waste, encourage eco-friendly travel options for participants, and ensure that the marathon’s impact on the local ecosystem is minimized.

The TUI Palma Marathon Mallorca also plays an important role in enhancing the local community. The marathon’s wide reach brings significant economic benefits to the island by attracting international runners and their families, boosting hotel stays, restaurant visits, and local business revenues. The influx of tourists during the marathon period also creates valuable exposure for Mallorca as a premier destination for sports tourism.

TUI’s Role in Expanding Its Global Sports Tourism Footprint

The TUI Palma Marathon Mallorca is just one part of TUI’s expanding portfolio in sports tourism. The company has invested heavily in integrating sports with travel, offering travel packages and experiences that blend adventure and relaxation. In addition to the Palma Marathon, TUI has continued to grow its involvement in the global marathon scene with events such as the TUI Rhodes Marathon, which will take place for the first time on April 6, 2025. These events serve to further solidify TUI’s position as a global leader in sports tourism, where fitness, adventure, and vacationing come together seamlessly.

The success of the TUI Palma Marathon Mallorca, coupled with the brand’s broader expansion into sports tourism, underscores TUI’s innovative approach to the travel industry. By integrating sporting events into its offerings, TUI is creating unique and attractive opportunities for travelers seeking to combine fitness with their vacations, expanding the way people engage with destinations.

About the TUI Group: A Global Leader in Tourism

The TUI Group is one of the world’s largest and most well-known tourism groups. Based in Germany, TUI offers an extensive range of travel services to over 20 million customers each year. The Group’s operations span the entire tourism value chain, providing everything from hotels and resorts to cruises, airlines, and online marketing platforms. TUI owns over 400 hotels, including premium brands such as RIU, TUI BLUE, and Robinson, and operates 17 cruise ships, including luxury vessels like the MS Europa and MS Europa 2, as well as the Mein Schiff fleet for TUI Cruises and Marella Cruises in the UK.

The company has a network of more than 1,200 travel agencies, and its five airlines operate over 130 aircraft for both medium- and long-haul flights. TUI has become a leading global tourism platform, connecting travelers with a wide range of travel experiences through digital platforms and physical locations. The Group’s future strategy is focused on further developing these digital platforms to cater to evolving consumer needs in the ever-changing tourism landscape.

TUI Care Foundation: A Commitment to Sustainable Tourism

Central to TUI’s ethos is the TUI Care Foundation, which aims to promote sustainable tourism through various environmental and social initiatives. The Foundation is active in 25 countries, supporting projects that create positive outcomes for local communities and the environment. By focusing on education, training, and sustainable practices, the TUI Care Foundation helps holiday destinations develop in a way that benefits both visitors and residents.

This focus on sustainability and responsible tourism extends to all of TUI’s business operations, from hotel development to cruise ship management, and the company’s involvement in major events like the TUI Palma Marathon Mallorca reflects its ongoing commitment to environmental stewardship and social responsibility.

Conclusion: TUI Palma Marathon Mallorca and the Future of Sports Tourism

As the TUI Palma Marathon Mallorca celebrates its 21st anniversary in 2025, it continues to grow and evolve as a key player in the global sports tourism landscape. The event not only provides an exciting experience for runners but also drives significant economic and tourism benefits to Mallorca. With TUI’s ongoing support and its dedication to sustainability, the marathon is set to remain a flagship event for both the tourism and sports industries for years to come.

The partnership between TUI, Kumulus, and local stakeholders exemplifies how collaboration between the private and public sectors can create events that deliver both social and economic value. The TUI Palma Marathon Mallorca will continue to be a testament to the power of sports tourism and its ability to unite people, promote active living, and showcase the beauty of Mallorca to the world.