On the Road

Participation in endurance racing continues to climb, with 8.2 percent more people signing up for events in 2024 than in 2023, according to the ìRace Trends Annual Industry Reportî for 2024, compiled by RunSignup.
 

“In 2023, we found that races lagged just one percent behind their 2019 participation levels,” the report notes. “The continued growth in 2024 suggests that races have not only recovered, they have thrived.”
 

Marathons, triathlons and cycling events have a loyal participation base, and from a sports tourism perspective, they attract visitors who often drive (or fly) to destinations, book overnight stays and stick around for an extra day or two to take in the local sights.
 

“Endurance sports are a cornerstone of our tourism strategy,” says Travis Harrison, event and marketing specialist for Auburn-Opelika Tourism in Alabama. “These events bring passionate athletes and loyal supporters to our area — and more importantly, they keep coming back.”
 

“We’ve seen that with these types of events: the local community really gets on board when it comes to welcoming out-of-town participants and their families,” adds Graham Whaples, project administrator for the Maryland Sports Commission. “Oftentimes, restaurants and local businesses will offer special deals or act as fan activation zones if a route goes past their establishment. We also usually see an uptick in participants and their families visiting various attractions around a community, and many return to Maryland as a result of their experiences.”
 

Auburn-Opelika and much of the entire State of Maryland are just some of the many running and road sports destinations that are prepared to welcome runners, cyclists and their families. Here’s a rundown of six leading communities.
 

Auburn-Opelika, Alabama

The Auburn-Opelika region, nestled in eastern Alabama, is ideal for racing. With gentle hills and miles of scenic rolling asphalt, the area has become a destination for short- and long-distance running and cycling events (plus major gravel races).
 

Auburn-Opelika Tourism works closely with the Auburn-Opelika Running and Track Association (AORTA), Central Alabama Mountain Pedalers (CAMP) and Auburn Flyers (the university’s cycling organization).
 

AORTA supports running events by promoting, staffing and coordinating volunteers and maintaining a race day presence, while CAMP plays a hands-on role in trail maintenance and mountain bike event logistics. Their support has been crucial in shaping some of the region’s most successful endurance events, and they continue to be active collaborators in the organization’s sports tourism efforts, according to Harrison.
 

The long-running annual Bo Bikes Bama charity ride — led by two-sport legend and Alabama native Bo Jackson — raises money for the Governor’s Emergency Relief Fund to provide disaster preparedness and emergency management resources for the state. Harrison says the event has established Auburn-Opelika “as a cycling friendly destination with deep community ties.”
 

Those ties will extend to the community’s youngest members in August with the Sportsplex Tri for Kids, which is designed to introduce young athletes to triathlon races at the Opelika Sportsplex & Aquatic Center.
 

“Our goal is to grow these races into annual traditions that participants plan their seasons around,” says Anthony Terling, sports development director for Auburn-Opelika Tourism. “Whether it’s a gravel race on the red clay country roads or a finish line inside Jordan-Hare Stadium, we work to create moments that build loyalty, elevate the sport and strengthen our identity as a host destination.”
 

Bakersfield, California

Running, triathlon and cycling events are keys to Visit Bakersfield’s sports tourism strategy. The city is part of California’s Central Valley, which offers plenty of opportunities for racing and training, according to Julia Pinal of the Legacy Run Club, which works with Visit Bakersfield to promote running events.
 

Most notably, the Bakersfield Marathon is a Boston Marathon qualifier that also offers half-marathon, 10k and 5k options. This year’s marathon in late March attracted more than 4,000 entries, a record for the event, which has been held for eight years, according to Pinal.
 

The Central Valley also is home to several shorter runs and half-marathons throughout the year, as well as many active running and cycling clubs. Meanwhile, The Rock Cobbler is a tough cycling race with multiple distances and terrains: asphalt roads, steep climbs, trails, water elements and more.
 

“Organizers should know that Bakersfield and Kern County have a lot to offer when it comes to race experiences,” Pinal says. “While most of our races are currently held in community parks or on the east side of the city, there’s potential to expand into other beautiful areas.”
 

Lackawanna County, Pennsylvania

With its combination of urban and rural landscapes, Lackawanna County in northeastern Pennsylvania  provides runners and cyclists with both challenges and scenery, according to Alexa Peregrim, director of sales for the Lackawanna County Visitors Bureau. Downtown Scranton features scenic city streets that have earned a reputation among cyclists for demanding courses, and the region also hosts major races like the Steamtown Marathon (a Boston qualifier) and the Scranton Half Marathon.
 

“Just 10 minutes from the heart of Scranton, participants can find themselves immersed in the county’s picturesque countryside,” Peregrim says, adding that both on- and off-road endurance events “do more than establish Lackawanna County as a premier sports destination with top-tier facilities and stunning, varied landscapes at an affordable cost; they also highlight the strong spirit of community collaboration that makes these events possible. Beyond the races themselves, the area shines as a welcoming destination for families.”
 

The county is within driving distance of New York City, Philadelphia, Baltimore and much
 of New Jersey, and more than 60 million people live within a 250-mile radius of the county, which Peregrim says makes the destination ideal for event planners looking to attract large regional participation.
 

Laredo, Texas

Pleasant year-round weather in south Texas has established Laredo as a reliable destination for outdoor endurance events and allows athletes to train and compete consistently, according to Fidel Hale IV, sales account coordinator for the Laredo Convention & Visitors Bureau.
 

Events are further supported by an engaged community that includes residents, city officials and local businesses, he says, something that creates an encouraging and organized atmosphere for both participants and visitors.
 

The Laredo Marathon, held each November, is a certified Boston Marathon qualifier that attracts international participants and showcases the city’s scenic routes and hospitality. And a new event, the Binational Triathlon, debuts in July. Co-hosted by the cities of Laredo and Nuevo Laredo, Tamaulipas, the race is expected to take place in both the United States and Mexico in an effort to strengthen cross-border ties and expand the region’s appeal for competitive athletes. This event follows the Binational Marathon in March.
 

“These events are a core part of the CVB’s strategy to promote active lifestyles and increase tourism,” Hale says. “They bring people together in healthy, social settings while attracting regional and international participants. With scenic courses through Laredo’s brushland landscapes and native wildlife, these events offer a unique, authentic South Texas experience, boosting the local economy and community pride in the process.”
 

Tempe, Arizona

With 330 days of sunshine and an average temperature of 87.3 degrees, Tempe is an ideal destination for outdoor events and experiences, according to Luchie Javelosa, senior sports sales manager for Tempe Tourism.
 

The southeastern Arizona city’s signature events include IRONMAN Arizona, a stop on the Rock ‘n’ Roll Arizona Running Series and Pat’s Run, an annual 4.2-mile race that honors the legacy of former National Football League safety Pat Tillman (who wore No. 42 when he played football for Arizona State University). Tillman left the NFL in the wake of 9/11 to join the U.S. Army; he was killed by friendly fire in 2024. Pat’s Run serves as a fundraiser for the Pat Tillman Foundation, which provides scholarships to military veterans and their spouses.
 

For cyclists, Tempe Tourism sponsored the inaugural “Open Streets Tempe” in April, produced by Tempe Bicycle Action Group with support from the City of Tempe.
 

“This event invited the community to walk, bike, roll, dance and connect while promoting biking as a sustainable form of transportation, as well as bike safety,” Javelosa said, noting the community’s commitment to cycling. “Additionally, the fact that several local running groups hold meetups at Tempe Town Lake is a testament to the scenery, surface quality and public space designed with recreation in mind.”
 

Maryland

Maryland has a storied history when it comes to long distance running and cycling, according to Graham Whaples, project administrator for the Maryland Sports Commission. That is why this section focuses on the entire state. Major events include the Baltimore Running Festival (a Boston Marathon qualifier), the Frederick Running Festival and the Maryland Cycling Classic. Hagerstown hosted the USA Cycling Amateur Road Nationals in 2018 and 2019, and IRONMAN Maryland and IRONMAN 70.3 Eagleman both take place annually in Cambridge on Maryland’s Lower Eastern Shore.
 

“The topography of the state really presents various challenges for endurance athletes and competitors,” Whaples says. “More than 50 years ago, National Geographic dubbed Maryland ‘America in Miniature,’ due to the fact that nearly every kind of terrain can be found here, from the sandy shores of the Atlantic Ocean and the expansive marshes of the Chesapeake Bay to vast acres of farmland and the rocky Appalachian mountains.”
 

The Maryland Sports Commission’s Youth and Amateur Sports Grant and Michael Erin Busch Fund, along with the commission’s non-profit Sport & Entertainment Corporation of Maryland arm, allow for the ability to “commit a significant amount of grant dollars, and even manpower, to these sports,” Whaples says.
 

It’s no mistake, he adds, that Maryland’s motto is “You’re Welcome.”
 

“It’s not just a catchphrase or tagline for Marylanders,” Whaples explains. “We truly want folks to travel to our state, experience our state and feel as though they’re wanted here and valued. Regardless of who they are, where they’re from or where they’re going, know that they’re always welcome here in Maryland. Plus, you know you’ll get the best crabcakes while you’re here.” SDM