For runners planning their 2026 race calendar, securing a place at some of the world’s most sought-after marathons may prove as challenging as completing the events themselves.
A study from SportsShoes.com has revealed the marathons generating the highest demand relative to the number of places available, highlighting a growing trend in sports tourism as runners travel the globe in search of unique race experiences.
The research, published as part of the company’s latest Running Report, analysed global Google search volumes over the past 12 months and compared them with official finisher numbers from each event’s most recent edition. By measuring the number of searches per finisher, the study identified which races attract the greatest level of interest compared to their participant capacity.
The findings come as marathon running continues to surge in popularity worldwide. According to the report, one in ten runners plans to enter a marathon in 2026, with many combining racing ambitions with travel experiences that range from major city events to remote wilderness adventures.
Topping the global rankings is South Africa’s Big Five Marathon, which recorded an impressive 444 searches for every finisher. Staged within a private wildlife reserve, the race offers participants the rare opportunity to run through the African bush surrounded by wildlife including elephants, lions and rhinos. With 44,000 searches recorded globally and only 99 finishers in its latest edition, demand far outstrips supply.
Second place goes to the Antarctic Ice Marathon, which generated 346 searches per finisher. As the only official marathon held on mainland Antarctica, the event attracts runners seeking to complete a marathon on all seven continents. Its remote location, extreme conditions and strict participation limits have made it one of the sport’s ultimate bucket-list experiences.
China’s Great Wall Marathon completes the podium in third place. Renowned for its punishing route, which includes thousands of steps along one of the world’s most famous landmarks, the race attracted 193 searches per finisher, underlining its enduring appeal among international runners.
Europe dominates the rankings, accounting for half of the global top 20. Switzerland is particularly well represented, with both the Zermatt Marathon and Lausanne Marathon ranking among the six most in-demand races worldwide. Austria also places two events in the global top 20, reflecting the growing popularity of scenic mountain marathons.
Interestingly, one of the world’s most famous races fails to make the top 20. Despite attracting almost 1.43 million searches over the past year, the London Marathon’s large field size of more than 56,000 finishers means it records just 25.5 searches per finisher.
The findings highlight a broader shift within sports tourism, with runners increasingly seeking extraordinary destinations and once-in-a-lifetime experiences rather than simply chasing personal best times. From the wildlife reserves of South Africa to the frozen landscapes of Antarctica and the ancient steps of the Great Wall, the world’s most coveted marathons are proving that exclusivity and adventure remain a powerful combination.
Based on a long list of global marathons, SportsShoes pulled the number of finishers for each marathon from www.marathonview.net and then found the global annual search data for each marathon from Google Keyword Planner. The number of searches (which were taken as demand) was then cross-referenced with the number of finishers (which was taken as supply) to find out which marathon was the most ‘in demand’.
The Top 20 Most In-Demand Marathons Worldwide
- 1 Big Five Marathon, South Africa
- 2 Antarctic Ice Marathon, Antarctica
- 3 Great Wall Marathon, China
- 4 Zermatt Marathon, Switzerland
- 5 Boston Marathon, USA
- 6 Lausanne Marathon, Switzerland
- 7 Zagreb Marathon, Croatia
- 8 Reykjavík Marathon, Iceland
- 9 Dubai Marathon, UAE
- 10 Midnight Sun Marathon, Norway
- 11 Berlin Marathon, Germany
- 12 Cork Marathon, Ireland
- 13 Salzburg Marathon, Austria
- 14 Helsinki City Marathon, Finland
- 15 Niagara Falls International Marathon, Canada
- 16= Riyadh Marathon, Saudi Arabia
- 16= Great Ocean Road Marathon, Australia
- 18 Queenstown Marathon, New Zealand
- 19 Graz Marathon, Austria
- 20 Calgary Marathon, Canada
Photo by Fitsum Admasu on Unsplash