The Tokyo Marathon 2025 generated an estimated 155 billion yen (US$100 million) in incremental consumer spending over three days, according to analysis by the Mastercard Economics Institute (MEI).
Mastercard is a sponsor of the Tokyo Marathon.
Spending among merchants within a 10-kilometre radius of the finish line was approximately seven per cent higher than during a typical non-marathon weekend, indicating short-term economic impact linked to the event.
While hotels and restaurants saw gains, increases were recorded across multiple retail and service categories. Family apparel spending rose 47 per cent, cosmetics 30 per cent, drug stores 18 per cent and women’s clothing 14 per cent, reflecting event-related discretionary purchases.
District-level data showed varying impacts across Tokyo. In Chiyoda, hotel spending by Japanese visitors increased 72 per cent. In Minato, bar revenues rose 57 per cent. Ginza recorded a 37 per cent rise in theatre and museum spending, with retail and dining up around 10 per cent. In Shibuya, children’s apparel sales increased 28 per cent, while Taito saw leisure spending rise 27 per cent and department store sales increase 23 per cent.
Domestic consumers accounted for more than 83 per cent of incremental spending. International visitors also contributed, particularly in premium retail and hospitality. Travellers from the US, the UK, Germany, Italy and Australia represented a significant share of cross-border spending. Among US and UK participants, 73 per cent visited other Japanese cities within a week, extending economic activity beyond Tokyo.
The analysis compares actual spending during the event period with a modelled baseline of expected spending in the absence of the marathon, using aggregated and anonymised Mastercard transaction data.
David Mann, chief economist, Asia Pacific, Mastercard, stated: “Major sporting events are measurable economic catalysts. The Tokyo Marathon demonstrates how domestic demand and international travel combine to drive broad-based spending gains. For economies across Asia-Pacific prioritising tourism-led growth, understanding how events influence consumer movement and cross-border travel patterns is increasingly important for policy and investment decisions.”
