What's Happening?
A new Australian-owned tour operator, Eat and Run Running Tours, is set to enter the active travel market with small-group running tours through regional Italy, launching in 2027. Founded by Melbourne-based Italian-Australian Tony Russo, the company aims
to offer unique travel experiences by leveraging Russo's extensive connections with local race organizers, runners, and family-run restaurants. The tours will feature eight-day itineraries across Tuscany, Emilia-Romagna, Trentino, and the Aeolian Islands, incorporating local running events such as Italy's oldest race, the San Giovanni in Florence. Groups will be limited to six to 14 guests, ensuring an intimate experience. The tours are priced from €3,750 per person, inclusive of accommodation, meals, daily training, race entry, and transfers.
Why It's Important?
The launch of these running tours highlights the growing intersection of the global run club boom and the wellness tourism sector, which has been expanding rapidly. With wellness tourism projected to grow at 9.1% annually through 2029, this venture taps into a lucrative market. The tours offer a unique blend of physical activity and cultural immersion, appealing to travelers seeking both adventure and authentic local experiences. This initiative could set a precedent for similar niche travel offerings, potentially influencing the broader tourism industry to cater more to specialized interests.
What's Next?
Bookings for the 2027 tours are now open, and the company is likely to focus on marketing these unique experiences to both domestic and international travelers. As the wellness tourism sector continues to grow, Eat and Run Running Tours may expand its offerings to include additional destinations or activities. The success of these tours could encourage other operators to explore similar niche markets, further diversifying the travel industry.
