Contiki is leaning into active tourism by launching a “Run Club” travel style.

Designed for fitness enthusiasts and social adventurers, the two new itineraries allow young travellers to explore Europe while connecting with like-minded runners.

From a scenic jog around the crystal-clear waters of Lake Lucerne to local parks in Amsterdam and Florence and the vineyards of the Beaujolais wine region, each route offers a unique blend of fitness, exploration, and cultural immersion.

The innovative offering taps into the booming trend of fitness as a social connector.

According to the leading running app, Strava’s recently-released 2024 Year in Sport: Trend Report, global participation in running clubs surged by 59 per cent in 2024.

The report highlights that 58 per cent of respondents noted they made new friends through group workouts. Gen Z, in particular, is driving this trend, with nearly one in five having gone on a date with someone they met through exercise, and they are four times more likely to seek social connections through fitness than in traditional settings like bars.

“Run Clubs represent more than a fitness trend for our 18-35 audience– they’re a way to connect, explore, and build community in an increasingly fragmented, online world,” said Contiki CEO Adam Armstrong. “The appetite for active trips with Contiki is increasing as bookings on our active itineraries surged 105% from 2023 to 2024. Whether along the Mediterranean coastline in France or through Austria’s breathtaking Alps – group runs always emerged as trip highlights.”

Two flagship itineraries

For 2025, Contiki’s Run Club features two flagship itineraries: European Highlights and European Whirl Plus.

The trips combine Contiki’s signature elements – cultural hotspots, expert guides, and lifelong friendships – with a variety of runs through Europe’s most stunning routes, taking in iconic sites such as the Eiffel Tower or Colosseum along the way.

With limited spots available for these trips, Contiki is challenging travellers to lace up their running shoes and truly “run the world.”

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