What is Active Tourism?
Why are younger generations choosing trips over "running events" instead of tourist destinations?

Back when we wanted to travel, the first question might have been "Which province should I go to?" "Which cafe should I visit?" or "Which accommodation offers stunning views?" But for many runners over the years, the question has changed to... What running event should I attend this month?

From leisure travel to a journey with purpose, distance, finish line, medals, companionship, and a story after returning home. This is the image of. Active Tourism Or an activity-based tourism that goes beyond being merely "watching places," inviting us to engage our bodies, immerse ourselves in the space, and truly experience the city.

For VING, this trend is fascinating because it reflects that modern runners no longer view running gear merely for race days but instead see it as an integral part of their lifestyle, encompassing training, travel, recovery, and shoes worn after completing a race.

This article is based on: UN Tourism's concept of Sports Tourism, the European Parliamentary Research Service's Sports Tourism report, and the June 2026 Thailand Travel Event Calendar from the TAT Newsroom, featuring trail runs, marathons, and sports activities linked to travel.

What is Active Tourism?

Active Tourism It is a travel style where physical activities are central to the trip, such as running, cycling, hiking, trail running, triathlon, fitness retreats, or other outdoor activities. The key is that travelers do not just "visit" places but actively engage with them.

When viewed in context, a typical beach trip often concludes with relaxation, strolls, photography, and seafood dining. However, a beach trip for marathons or beach runs transforms that city into a living memory through breath, route, dawn light, sweat, and the feeling of crossing the finish line.

Speak simply: Active Tourism is travel centered on "activities" rather than just reaching a destination, where your body actively immerses itself in the experience.

At the heart of runners, running is not merely a competition; it is the journey itself, the training goal, and a new way to discover a city through two feet.

Why does running become the reason for travel?

UN Tourism defines Sports Tourism as an experience where tourists participate in sports activities themselves or travel as spectators. The European Parliamentary Research Service reports that Active Sports Tourism occurs when physical activity is the primary or key reason for selecting destinations such as destination marathons, hiking, cycling tours, or training camps.

When this concept is read alongside Thai runners' behavior, it becomes clear that running is not merely an "event of sports," but rather a comprehensive experience package that integrates multiple elements into a single journey.

  • 1. Running makes every trip have a goal.
    The trip does not begin with hotel booking but starts from job application, training sessions according to plan, travel scheduling, and countdown to the race day.
  • 2. Discover cities from angles that ordinary tourists may miss.
    Running paths often take us through streets, neighborhoods, natural landscapes, or landmarks during special moments such as dawn or sunrise.
  • 3. Experience the journey of people who share your interests.
    Running makes strangers talk more easily because they share the same distance, similar goals, or experience the same level of effort.
  • 4. Experience memories born from your own body
    Photos may be saved, but the feeling of running through the final kilometer is an experience that remains etched in the body.

This is why many young people are no longer choosing trips based solely on "must-visit destinations" but instead start by asking themselves what makes their journey truly special. Where is the path we can run?

June 2026: Running Event, Tourist City, and Green Season

Looking at the TAT Newsroom event calendar in June 2026, Thailand hosts several events that connect "sports + travel + local areas," such as: Amazing Thailand GI Tour & Trail Running 2026 At Nakhon Si Thammarat and Phetchaburi Laguna Phuket Marathon 2026 At Phuket and Amazing Kamphaeng Phet Marathon 2026 At Kamphaeng Phet

The key takeaway is that these events are not merely about distance but also about the experience of the location itself, such as natural trails, GI products, local culture, tourist destinations, and the community atmosphere that runners will encounter along their journey.

Example image of Active Tourism in June 2026

Runners may choose Phuket for its marathon, Phetchaburi for its trail races linked to local treasures, or Kamphaeng Phet for using the running field as the reason to experience a new city.

Another context is that June has entered Thailand into a more pronounced Green Season. TAT Newsroom discusses the green season from the perspective of relaxation, nature, tranquility, and travel that offers a restorative experience rather than just a traditional getaway.

When combined, this two-way journey is not merely about performance; it is a clear path connecting health, nature, community, and recovery.

New Running & Travel Style for Runners

Run & Travel is not just about carrying running shoes on your trip; it's about planning a journey where running is at the heart, followed by dining, travel, rest, and recovery after the race.

  • Before the trip: Runners begin their training at the designated venue, select accommodations near the release point, and check weather conditions in advance.
  • During the trip: The day of the race, the day of the trip, and the day of the picnic are often bundled into the same plan, requiring us to meet both running and lifestyle needs.
  • After the event: Rest your feet, continue your journey, capture photos, enjoy meals with friends, and return home—becoming an integral part of your running experience.

This has made running gear no longer viewed as a separate category. Competitors' shoes, socks, clothing, hats, scarves, and sandals have become an integrated system of trips that must be planned before departure.

Equipment that transforms from race gear into everyday travel essentials.

In the past, runners focused solely on the pair of shoes used on the field, but for a Run & Travel trip, the "post-field" shoes are just as important because after running, your feet may feel tired, damp, or more sensitive to pressure than usual.

Running sandals or Recovery Sandals have gained greater prominence—not because they replace running shoes, but because they meet the needs of runners after their runs, on days when walking continues, or when they wish to let their feet rest comfortably after covering multiple kilometers.

VING Perspective

For VING running sandals, they are more than just a race gear item; they are an integral part of the runner's life, from training sessions, travel days, rest days, and the day after the finish line.

Especially on multi-day trips, high-quality running shoes should have three key features: Easy to slip on, breathable, and durable for long runs. Because after finishing the race, the runner's life does not end at the medal, but continues on the way back to hotels, restaurants, cafes, airports, or other travel trips the next day.

This is why Active Tourism has expanded the role of running gear from "race equipment" to "trip essentials," making running sandals one of the items that travel runners are increasingly prioritizing.

Active Tourism is not just a trend but a new way of traveling for runners.

What makes Active Tourism appealing is that it integrates multiple needs of the younger generation into a single journey: health, travel, community, new experiences, and the feeling that life does not stop.

For some, running is an excuse for travel; for others, travel is the reward after months of training. No matter the starting point, what comes back may be more than just photos—it's a memory born from our own bodies.

And this may be why younger generations are no longer choosing trips based solely on "travel destinations" but instead start selecting from terms like "This path, we want to run it ourselves once."

Prepare your feet for the next run.

Whether it's a seaside marathon, a provincial run, or a Run & Travel trip after the race, don't forget to prioritize shoes that keep your feet comfortable.

Choose items for runners from VING.

FAQ: Frequently Asked Questions About Active Tourism and Run & Travel

What distinguishes Active Tourism from conventional travel?

General travel often focuses on relaxation or sightseeing, whereas Active Tourism integrates physical activity into its itinerary, such as running, cycling, hiking, or sports events.

Is Run & Travel suitable for beginners?

Suitable for runners of various body types, such as 5K or 10K distances, with proper preparation beforehand—no need to start from a marathon.

Why prepare running shoes?

After the race, your feet often feel tired, damp, or more prone to pressure than usual. Switching to shoes that are breathable, comfortable, and easy to walk in will help improve your racing and recovery phases.

Which type of running sandals suits which type of running trip?

Ideal for multi-day trips, post-race recovery, or beachside marathons and trail runs.

Source Reference