Paphos Marathon 2026 Rebranded as TUI Cyprus Marathon

The coastal city of Paphos is preparing for a tourism and sporting boost in March 2026, as the long-running Cyprus Marathon returns under a new title sponsorship with travel giant TUI and an expanded program designed to attract thousands of international runners and holidaymakers.

TUI Steps In as Title Sponsor and Travel Partner

Publicly available information from event organizers and TUI Group shows that from 2026 the historic race will be officially known as the TUI Cyprus Marathon, marking a new chapter for one of Cyprus’s best-known running events. The agreement elevates TUI to title sponsor and exclusive travel and distribution partner, aligning the race with the company’s broader sports and active-holiday strategy across the Mediterranean.

The multi-year sponsorship, confirmed to run at least until 2028, positions Paphos alongside Rhodes and Palma de Mallorca in what TUI describes in its communications as a growing portfolio of in-destination sports events. The 2026 edition of the marathon weekend is scheduled for 7 and 8 March, with the main races taking place on Sunday 8 March in and around the historic coastal city.

Event details released by the organizers indicate that the TUI Cyprus Marathon maintains its long-standing format while adopting new branding and distribution channels. The race, first held in 1999, builds on a legacy of welcoming international participants while showcasing Paphos’s blend of seafront scenery, archaeological sites, and mild early-spring climate.

A Weekend of Racing in a Historic Mediterranean Setting

According to the official race information, the 2026 TUI Cyprus Marathon weekend will feature a full marathon, half marathon, 10 kilometer road race and a 5 kilometer fun run, alongside the increasingly popular 5 kilometer Sunset Run and Wine Run experiences. The main events are scheduled for Sunday 8 March, while the Sunset Run is set for the afternoon of Saturday 7 March, giving visitors a two-day program of activity along the Paphos waterfront.

Course descriptions provided by organizers highlight a route that connects some of Paphos’s most recognisable landmarks. Previous editions have started near the area associated with Aphrodite’s Birthplace on the coast and finished around the medieval fort and harbor, giving participants a mix of coastal roads, archaeological backdrops and crowds gathered near the seafront cafes and promenade.

The race has built a reputation for a relaxed, friendly atmosphere compared with larger city marathons, drawing both serious runners and recreational participants seeking what marketing materials describe as a “run in the sun” experience. With the 2026 event framed as the 28th edition, the TUI Cyprus Marathon is being promoted as an opportunity to “run the legend” while enjoying a long weekend in one of Cyprus’s key tourism hubs.

Sports Tourism Strategy Targets the ‘Race-cation’ Trend

The Paphos event joins the TUI Palma Marathon Mallorca and TUI Rhodes Marathon in what TUI calls the Mediterranean Marathon League, an initiative designed to link popular holiday islands through a shared series of races. Company and industry reports note that demand for “race-cations” where participants combine a running event with a short holiday has been growing, particularly among younger and international travelers.

TUI’s involvement in Palma and Rhodes has already demonstrated the tourism potential of such events, with recent editions in those destinations attracting thousands of runners from dozens of countries and significant spectator numbers. By adding Paphos to this portfolio, TUI is seeking to channel similar travel flows into Cyprus at the start of the spring season, a period that tourism authorities often target as a “shoulder” month before the peak summer rush.

Corporate communications from TUI describe the sponsorship approach as a way to support local communities, highlight sustainable travel practices and extend the tourism season. For Paphos, which is already known for its coastal resorts, archaeological parks and UNESCO-listed sites, the marathon is positioned as a complementary attraction that can encourage repeat visits and longer stays.

Integrated Travel Packages Aim to Simplify Runner Journeys

Under the new arrangement, TUI will act as the official distribution and travel partner for the TUI Cyprus Marathon, with race information indicating that packages will be bookable through TUI shops and digital channels. This mirrors the model already used for Rhodes and Palma, where travelers can bundle race entry, flights and accommodation into a single booking.

These integrated packages are presented as particularly attractive for runners traveling from northern and western Europe, where TUI already operates extensive flight and hotel networks. By centralizing logistics, the company aims to reduce barriers to participation for first-time visitors to Cyprus who might otherwise need to navigate separate registrations, transport options and resort bookings.

Local tourism stakeholders are expected to benefit from the influx of visitors across hotels, restaurants and ancillary services. While formal visitor forecasts for the 2026 Paphos event have not been publicly detailed, participation figures from TUI’s other Mediterranean marathons suggest that the race has potential to attract several thousand runners and accompanying supporters, especially as awareness builds over the multi-year sponsorship period.

Paphos Positions Itself as a Year-Round Sports Destination

Information published by the marathon organizers and tourism bodies portrays the TUI Cyprus Marathon as part of a wider push to position Paphos and Cyprus as a destination for active and sports-oriented travel throughout the year. Alongside traditional beach tourism, the region promotes road running, trail events, cycling and multi-day challenges that make use of the island’s varied terrain and generally mild climate.

The timing of the marathon weekend in early March anchors this strategy by drawing visitors during a period when temperatures are typically suited to long-distance running and outdoor sightseeing. Many participants are likely to extend their stay beyond race day, combining the event with excursions to nearby vineyards, historic villages or the Akamas Peninsula.

For Paphos, the alignment with a high-profile international travel brand helps raise the city’s visibility in a crowded global marathon calendar. As the 2026 TUI Cyprus Marathon approaches, registration updates and travel offers are expected to shape how many runners ultimately choose the Mediterranean coastline of Cyprus for their next “race-cation,” reinforcing the city’s evolving identity as both a heritage hub and a hub for endurance sport.