Smaller events shine

Opportunities are also emerging for smaller and more specialized events.

On March 15, the 2026 Colorful Guizhou Marathon started in Xingyi, Guizhou province. The scenic marathon route featured seemingly endless rows of karst mountain peaks and golden rapeseed fields. To create a special atmosphere, locals sang mountain songs to cheer on the runners.

Along the marathon route, there were 21 featured spots that highlighted ethnic cultural performances. The showcases included the Miao ethnic group's bamboo flute dances and other specialized programs, allowing the runners to take in Guizhou's natural beauty while experiencing the cultural customs of the southwestern province.

As one of the most mature karst landform areas in Guizhou, the area boasts world-class tourism resources such as the Ten Thousand Peaks Forest, Maling River Canyon, and Huajiang Canyon Bridge as well as multiple aspects of intangible cultural heritage nurtured by the Bouyei and Miao ethnic groups.

During this year's annual sessions of the National People's Congress and the Chinese People's Political Consultative Conference National Committee, Huang Xingwen, head of Qianxinan prefecture, said the prefecture's aim is to connect many scenic spots into a chain to create a golden tourism route.

The Chengdu Marathon in Sichuan has also followed this strategy.

The event linked historical sites and landscapes, offering free entry to the Qingcheng Mountain-Dujiangyan Scenic Area and discounts at local attractions for participants.

Over 60 local businesses, including restaurants and hotels, offered special deals, highlighting the city's commitment to integrating marathons with broader economic activities.

This year, the event saw a 253 percent increase in foreign participants, with runners from 37 countries, including Australia, Brazil, Poland and Canada.

Zhejiang province has seen a dramatic fall in the number of road running events from a peak of 440 in 2025 to 41 events so far this year.

Over the past month, however, marathons in Zhejiang have focused on optimizing courses, enhancing support and meticulous organization.

The Ninghai Marathon, for instance, has transformed right-angle turns into gentle curves and added more medical stations.

The Changxing Taihu Tuying Marathon has, for the first time, incorporated the scenic Taihu No 9 Road into its course, linking 34 km of shoreline with 111 scenic spots.

During the Hangzhou Dream Town Half Marathon, volunteers, security personnel and medical workers were even equipped with smart glasses, using augmented reality and artificial intelligence to ensure the safety of the runners.

A representative of the Zhejiang Marathon and Road Running Association said the races that have survived the cuts are high-quality with more mature operations, higher standards and better professional support.

"Previously, the common question was 'how many races did you run this year', and now, the conversation has shifted to 'which race offered the best experience'," commentator Chen Jiang wrote in an article for Zhejiang Daily.

"What Zhejiang marathons have intentionally reduced and retained directly addresses the core needs of runners: safety, experience, and a sense of achievement. In fact, the transformation is quietly reshaping the culture and mindset of runners," Chen added.

"A high-quality marathon provides runners not just with a finisher's medal but with a memorable experience. Zhejiang's streamlining of marathons effectively helps runners filter out options, driving the industry toward survival of the fittest and maturity," he wrote.

Xiao Xiangyi contributed to this story.

cangwei@chinadaily.com.cn