Miles of Opportunity: The Economic Potential of Run Barbados in the Global Run-Cations Market

From Scenic Routes to Economic Returns. Turning Races into Revenue for the Island.

There is a new kind of tourist on the rise: the runner who sees the world one race at a time. The “run-cation” is no longer just a niche travel idea. This buzz phrase is a growing industry with considerable earning potential and is quickly becoming a major player in tourism. All over the world, cities are blending sports and tourism to attract thousands of runners (and their cheer squads) for race weekends that fill hotels, restaurants, and local attractions. Here in Barbados, Run Barbados Marathon Weekend has all the ingredients: stunning routes, a lively atmosphere, and that unbeatable island charm. Yet, for all its potential, has it been able to reach the same heights or the same economic payoff as some of our Caribbean neighbors? How do we take those scenic miles and turn them into real revenue for the island?

Run Barbados in Focus

Run Barbados has many strengths to build upon. For the past three years, the races have unfolded along the island’s rugged East Coast, offering sweeping Atlantic views, rolling hills, and a landscape that is nothing short of breathtaking. The routes are undeniably scenic, framed by the untamed beauty of the Scotland District, beachfront stretches, and glimpses of cultural landmarks. The event also carries more than four decades of history, giving it credibility as one of the region’s longest-standing races. Beyond the running itself, the weekend is infused with Barbadian culture, music, food, and celebration, making it more of an experience than a competition.

Yet, not everything has worked as well as it could. The current course, though beautiful, often feels isolated. Unlike international races where neighborhoods come alive with supporters, music, and cheering crowds, the East Coast feels lonely. That absence of energy weighs heavily in moments when motivation is most needed. As one participant noted, “The East Coast is stunning, but after a while, the loop feels desolate and repetitive.” Running it once for the half marathon is tough enough, but running it twice for the full marathon is a painful four-to-six-hour journey.

There’s also the challenge of timing. With the marathon starting at 5:30 a.m., the average runner, who typically takes between 4.5 and 6 hours to finish, is facing the full brunt of the late-morning sun by 10 or 11 a.m. In fact, almost two-thirds of finishers across the 2022, 2023, and 2024 editions took more than 4.5 hours (71 out of 192 overall), with 2024 seeing the lowest ratio of sub-4:30 finishers (just 26 out of 76) according to SportStats (2024) results. And any runner in Barbados knows that the sun, any time after 7 a.m., can be brutal. Perhaps an alternative, such as a midnight marathon (done before by a different race organizer), could be worth revisiting. Running at night means cooler conditions, lighter traffic, and less physical strain. It could even encourage faster times and make the race more appealing to elite runners. After all, it would be a hard sell to convince an elite runner to pay airfare, accommodation, and bring a support team to an event where setting a personal best is nearly impossible.

Which raises an important question: should Run Barbados be primarily targeting elite runners at all, or would it be wiser to lean into the “run-cation” market? Many runners tend to chase records; however, some want a unique experience they can enjoy with friends, blending running with travel and culture. From a marketing perspective, that feels like an easier and more authentic sell for Barbados.

Rethinking the course is not only about enhancing the runner’s experience; it is also about reimagining how the marathon (and other race events) connect with the island itself. A redesigned route could showcase Barbados in fresh and exciting ways. Imagine runners weaving through Bridgetown, a UNESCO World Heritage site, or passing vibrant communities alive with culture. Such a route would offer visitors both heritage and scenery, while the East Coast could still be preserved as a highlight, through organized post-race tours. A lively course would bring the “big race” atmosphere of cheering crowds, music, and signs, while also creating opportunities for local vendors and small businesses. And importantly, it would provide Barbados with stronger visuals to market internationally.

Despite its 42-year history, Run Barbados still feels like it hasn’t quite hit its stride. Marketing efforts are visible, yet participation numbers remain modest. Local turnout for the half marathon is limited, and even fewer tackle the full, which is surprising for a weekend branded as the Run Barbados Marathon Weekend. To complicate matters, participation figures can appear inflated, as many runners sign up for two or three different races across the weekend.

This raises another issue—data. In trying to write this article, I searched high and low for statistics on the event, whether participation numbers or an economic impact analysis, and came up short. I assume these studies exist but are not made public. Still, surely some level of data should be available for wider access. Transparent statistics are critical not just for measuring performance and spotting trends, but also for identifying areas where the event could improve. If this information isn’t already public, it feels like a gap that deserves attention.

Lessons from Abroad and the Region: Turning Races into Destinations

Globally, major marathons like New York, London, Berlin, and Tokyo show how running events can evolve into cultural tourism magnets. Their success rests on scale, strong branding, sponsorship, and seamless integration with local identity. Tokyo, for instance, immerses runners in Japanese culture, from taiko drummers on the route to expos featuring food, art, and technology, as opposed to simply focusing on running 26.2 miles.

Regionally, smaller economies have applied the same logic with impressive results. Jamaica’s Reggae Marathon blends beachside running with reggae concerts and pasta parties. It has consistently been ranked among the world’s top marathons, earning its place as a bucket-list event for runners worldwide (Caribbean American Weekly, 2025). Meanwhile, the PwC Bermuda Marathon course is World Athletics certified and even serves as a Boston Qualifier (World's Marathons, 2025). Runners get more than a race; they’re treated to a scenic tour of the island, starting in the historic Royal Naval Dockyard and finishing in the heart of Hamilton. Beyond the race, the Marathon Weekend weaves in island tours and cultural experiences, while also positioning itself as an ideal training run for spring marathons. 

The lesson for Barbados is clear. Whether on a global or regional stage, the races that thrive do so by integrating culture, tourism, and sport into a cohesive experience. Imagine Run Barbados with tuk bands and steel pans along the course, hydration stations offering coconut water, and a festival-like weekend that pairs the race with Oistins, Crop Over previews, or culinary tie-ins. The opportunity is to craft a signature identity that is unmistakably Bajan, while borrowing best practices from both global leaders and Caribbean peers.

The Economic Case for Run Barbados

Positioning Run Barbados as more than just a race means recognizing its place within sports tourism. A growing diversification strategy for destinations moving away from the traditional “sun, sea, and sand” model. A well-executed race weekend not only attracts runners, but it also brings their families, supporters, and even spectators who travel for the atmosphere and the vibes. That translates into full hotels, packed restaurants, busy taxis, and added demand for cultural tours and retail.

The economic upside is clear. The New York City Marathon, for example, generated an estimated US $427 million for the city in 2019 alone, with local businesses reporting a sharp uptick in sales (ARA, 2021). On a regional scale, Jamaica’s Reggae Marathon contributed over US $11 million to the local economy during its first 12 years (Jamaica Observer, 2015). Evidence that even smaller, well-branded events rooted in culture can generate substantial returns.

The ripple effect extends well beyond tourism. Local non-tourism businesses also benefit, but the longer-term prize lies in runner-to-runner buzz. Runners who have a memorable experience often share it with their running networks, boosting participation in the following year or attracting visitors to other soft-adventure events such as hiking, trail running, or triathlons. For Barbados, where tourism still follows seasonal peaks, this referral impact can help draw new visitors outside the traditional winter high season, smoothing demand across the year. In this way, Run Barbados can serve as a strategic tool for resilience in the island’s tourism model, unlocking new income streams while showcasing Barbados’ culture, community, and natural beauty to the world.

Charity Partnerships: Expanding the Event’s Impact

Another area of potential growth is the fundraising dimension. Globally, many of the major marathons (New York, Chicago, Boston, London) have established themselves not just as races, but as some of the largest charity fundraising platforms in the world. While Run Barbados has tested this concept in the past, there is room for this approach to be fully developed. A more structured charity program, whether through dedicated charity entry spots, partnerships with local organizations, or themed races aligned to causes, could significantly expand the event’s reach and impact. Beyond tourism, this would create community goodwill, attract a wider pool of participants (including those motivated by running for a cause), and build a legacy that ties the event more deeply to Barbados itself.

Opportunities and Challenges Ahead

Now in its 42^nd year, Run Barbados Marathon Weekend has all the ingredients to become a standout run-cation, but realizing that potential means tackling key challenges. Equally important is listening to the voices of those most directly involved, like members of the local running community. While surveys are sent to participants, the questions often feel more like a formality than a genuine effort to gather insights, and the results are rarely, if ever, shared publicly. More thoughtful, transparent, and professional feedback mechanisms, whether through well-designed surveys, focus groups, or open forums, could provide organizers with the kind of actionable insights needed to truly improve the event. After all, it can be difficult to anticipate certain needs without the perspective of those running the miles. Building that feedback loop into the planning process could help refine the event year after year, ensuring Run Barbados grows in a way that resonates with both runners and the wider community.

 References

ARA. (2021, November 7). ARA Conducts New Economic Impact of the NYC Marathon. Retrieved from Audience Research and Analysis: https://audienceresearch.com/2024/05/11/50th-anniversary-running-of-the-nyc-marathon/

Caribbean American Weekly. (2025, January 23). Reggae Marathon Announces Major Move from Negril to Kingston. Retrieved from Caribbean American Weekly: https://caribbeanamericanweekly.com/reggae-marathon-announces-major-move-from-negril-to-kingston/

Jamaica Observer. (2015, 11 July). Reggae Marathon boosts economy by US$11 million over 12 years. Retrieved from Jamaica Observer: https://www.jamaicaobserver.com/2015/07/11/reggae-marathon-boosts-economy-by-us11-million-over-12-years/

MarathonView. (2025). Run Barbados Marathon Weekend 2019. Retrieved from Marathon View: https://marathonview.net/race/109997

mtech. (2019, 12 8). Reggae Marathon, half marathon & 10k. Retrieved from mtec Results: https://www.mtecresults.com/race/leaderboard/9267/2019_Reggae_Marathon_Half_Marathon_%2526_10K-Half_Marathon

SportsStats. (2024, December 06). Barbados Marathon Weekend 2024. From MarathonView: https://marathonview.net/race/138336?utm

The Jamaica Gleaner. (2024, December 08). Runners from 25 countries ready for today’s Reggae Marathon. Retrieved from The Jamaica Gleaner: https://jamaica-gleaner.com/article/sports/20241208/runners-25-countries-ready-todays-reggae-marathon

World's Marathons. (2025). Join Chubb Bermuda Triangle Challenge 2026. Retrieved from World's Marathons: https://worldsmarathons.com/marathon/bermuda-marathon

Disclaimer

The information provided on this blog is for general informational purposes only. All content and opinions expressed here are those of the author and do not reflect the official policy or position of any other agency, organization, employer, or company.