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Business Daily

The new fitness tourism

Business Daily

BBC

Business

4.4816 Ratings

🗓️ 20 April 2026

⏱️ 18 minutes

🧾️ Download transcript

Summary

Have you ever travelled to another city to run a marathon? Or gone away to train with your amateur tennis or hockey club?

Millions of holidaymakers are opting for sport-focused breaks over sun loungers, and the trend is contributing to a sector that's experiencing rapid growth.

If you'd like to get in touch with the team, our email address is businessdaily@bbc.co.uk

Presented and produced by Daniel Rosney

Business Daily is the home of in-depth audio journalism devoted to the world of money and work. From small startup stories to big corporate takeovers, global economic shifts to trends in technology, we look at the key figures, ideas and events shaping business.

Each episode is a 17-minute, daily deep dive into a single topic, featuring expert analysis and the people at the heart of the story.

Recent episodes explore the weight-loss drug revolution, the growth in AI, the cost of living, the economic impact of the war in the Middle East, and why bond markets are so powerful.

We also feature in-depth interviews with company founders and some of the world's most prominent CEOs. These include Google's Sundar Pichai, Wikipedia founder Jimmy Wales, and the CEO of Canva, Melanie Perkins.

(Picture: People taking part in an outdoor fitness workout with barbells and step platforms on the French Riviera. Credit: Getty Images)

Transcript

Click on a timestamp to play from that location

0:00.0

BBC Sounds, Music, Radio, Podcasts.

0:06.0

Hello, I'm Daniel Rosny, and this is Business Daily on the BBC World Service.

0:13.5

Today, we're in Lanzarotti, one of the Spanish islands that forms the Canary Islands, less than 130 kilometres

0:19.8

off the coast of Morocco, in northwest Africa.

0:23.6

Take your balls.

0:28.1

I'm here training with my amateur swim team from London.

0:33.0

It's a week-long, almost boot camp-style itinerary of swim training a day, four hours in the water.

0:41.7

Here, there are three Olympic-sized swimming pools, tennis courts, a 400-meter running track,

0:47.1

and cycling routes that offer stunning views of villages, vineyards and even volcanoes.

0:53.5

34.2. It's a difficult sector to pin down with a single value.

0:59.0

Estimates from research companies and sporting bodies vary, but they all agree on one thing.

1:05.0

The growth is rapid.

1:07.0

Sports and active tourism includes participation-based activities like skiing holidays or training camps like the one here or travelling somewhere for a golf or a hockey tournament.

1:18.6

Broadly speaking, the industry is already worth hundreds of billions of US dollars per year globally.

1:24.8

And most forecasts suggest that within the next five to seven years, it could

1:29.4

grow substantially, exceeding around a trillion US dollars. We normally, when trying to account

1:37.0

for it, estimate that it contributes about 10% of the global tourism spending. 70% of people

1:42.7

say they're seeking an adventure and they're going somewhere to have this adventure. People are now making that trip longer and often working during it. When you have the opportunity to do a holiday, you want to be active and sun lounging is a part of it, but you're still wanting to earn that almost in a way. We'll be looking at why this trend is happening, how businesses are changing what they offer so they can capitalise on the boom and what impact it has on employees' performances after they train hard while on holiday.

2:14.1

When I was asked by my swim club, if I wanted to train with other amateur swimmers from around the world for seven days, it wasn't an immediate set.

2:23.0

I love swimming, but that's a lot of swimming.

2:26.0

I was told there were other things to do than just be in the water.

2:29.8

And as you walk around the resort here on the northwest coast of Lanzarotti. That is true.

...

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