Post-Olympics boom

The marathon boom in China began in the 2010s, fueled by the rising interest of the growing middle-class in fitness, the spin-off benefits of the Beijing 2008 Olympics, and the eagerness of local governments to brand their cities through sports tourism.

The "Notice on Further Regulating Marathon Events", issued by the CAA in October 2025, aimed to improve the control and management of the marathon craze. The new regulations emphasized safety, quality, and the participants' experience, requiring organizers to implement strict oversight and risk-management practices.

The new regulations have already had a significant impact on this spring's marathon season. In the last two weekends of March, 39 marathons were held nationwide, down from 57 during the same period last year, the CAA said.

In Hubei province, for example, the number of approved races is expected to fall to 22 this year, down from 31 in 2025.

"Most of the cuts are at the county level," Zhang Hua, head of the provincial athletics association, told Xinhua News Agency. "Events without sufficient financial or organizational capacity have been scaled back."

Raising the age limit in most events for full marathon participants to 20 and requiring proof of prior race experience are about improving runners' protection, he added.

"For amateur runners, the purpose of running a marathon is keeping fit, not blindly chasing personal bests or pushing limits," Zhang said.

Bao Bo, head of Wuhan Marathon Sports Company, said the new focus on quality over quantity is already evident, with a number of events enhancing the overall experience, cultural content, and economic impact.

"Domestic marathons are entering a stage of high-quality development, emphasizing specialization, diversification and integration," he said.

The evolution reflects a broader trend of using marathons as platforms for cultural exchanges and economic development, positioning them as key drivers of urban growth and tourism, Bao said.