Barbados’ iconic sports tourism event, formerly known as Run Barbados, is undergoing a transformative rebranding. Now titled the Run Barbados Marathon and Wellness Weekend, the event will take place from December 4 to 7, 2025, with an expanded focus that merges competitive running with holistic health experiences. This evolution introduces elements of movement, mindfulness, and community engagement, marking a significant shift in the event’s 42-year history. Cheryl Carter, Chief Operations Officer at the Barbados Tourism Marketing Inc. (BTMI), emphasized the strategic move as a response to global trends in sports and lifestyle, as well as Barbados’ ambition to become a leading destination for sports and wellness tourism. The event has seen steady growth, with 1,600 athletes from 25 countries participating in 2024, up from 1,200 entrants from 18 countries the previous year. Carter highlighted that the inclusion of wellness programming is expected to further boost international interest. The event’s economic impact is substantial, driving visitor arrivals and benefiting industries such as hospitality, transport, retail, culture, wellness, and technology. Kamal Springer, BTMI’s Manager of Sports, announced that the 2025 edition will extend by one day to accommodate a new opening wellness event, fostering deeper connections between international visitors and local runners. Last year, the event attracted 700 overseas visitors and over 1,400 local participants. Organizers are also focusing on local engagement through media partnerships and school incentives, including $5,000 prizes for the largest primary and secondary school groups. The event’s international reach continues to expand, with past participants from Kenya, Iceland, Iran, Brazil, Mexico, Canada, and across the Caribbean. The 2025 wellness agenda will highlight Barbados’ East Coast through a collaboration with Walker’s Reserve and WIRRED, featuring a 5K hike on December 7. Springer encouraged the hiking community to participate and witness the conservation efforts in the area.