A significant shift in global travel habits has seen holidaymakers increasingly swap traditional leisure for physically gruelling challenges in extreme environments, a trend now termed “darecations”.
Amateur athletes are increasingly seeking trips that push their physical and mental limits, rather than standard relaxation, reports BBC.
Pioneering extreme endurance
Earlier this year, 47-year-old amateur runner Sara Storey was among 16 individuals who participated in the World’s Highest Marathon in Chile.
The event took place on Ojos del Salado, the highest volcano on Earth, at an altitude of 6,893 metres.
Participants faced extreme conditions, including temperatures as low as -30C, oxygen depletion, and winds of 100km/h.
To reach the starting line, runners endured an 11-hour ascent; only five participants successfully reached the start to begin the 42.195-kilometre race.
Storey described the experience as a 30-hour ordeal that brought her closer to her physical boundaries than ever before, yet she expressed a desire to repeat the feat to demonstrate the capabilities of ordinary women.
The business of adventure
The rise of “full-throttle, adrenaline-inspired tourism” is particularly noticeable among Gen Z and Millennials.
Pinterest identified these high-stakes holidays as a major 2026 trend, following a 75% spike in adventure-related searches.
Similarly, SportsCover Direct reported a 182% increase in sports travel insurance over two years, with significant demand for trekking and mountaineering coverage.
The UTMB World Series, a leader in trail and mountain racing, has seen its portfolio expand from a single race at Mont Blanc in 2003 to over 60 global events.
Psychological and cultural drivers
Gavin Bate, founder of Adventure Alternative, suggests this trend stems from a desire for deeper connection with nature and mental health benefits.
He also highlighted the role of celebrity challenges, such as Chris Moyles’ 2009 summit of Kilimanjaro for Comic Relief, in normalising extreme physical feats for the public.
Sports psychologist Dr Josephine Perry classifies these events as “organised adventures”.
She noted that many participants are drawn to the unpredictability and storytelling potential of trail and ultramarathons, where the focus moves away from strict speed metrics to the unique experiences of the course.
A global circuit of extremes
The landscape for such endurance tourism is diverse:
- Morocco: The Marathon des Sables, a 251km multi-day race through the Sahara, celebrated its 40th anniversary in 2026.
- USA: The Barkley Marathons in Tennessee remains one of the world’s most secretive and brutal unmarked races.
- Sweden: A marathon was hosted inside a zinc mine in 2025.
- Nepal: The Everest Marathon takes runners through the Khumbu Valley from Everest Base Camp.
- Alaska: The Iditarod Invitational offers a 1,000-mile winter challenge across the wilderness.
Looking ahead, the World’s Highest Marathon is scheduled to return in 2027, with the event moving to Bolivia.
