Malaysia Tourism Sector To Rev up For F1 Bahrain GP
By Nur Athirah Mohd Shaharuddin
KUALA LUMPUR, July 31 (Bernama) -- Malaysia’s tourist arrivals are expected to shift into high gear with the arrival of Formula One (F1) racing fans from all across the globe to attend the F1 Gulf Air Bahrain Grand Prix 2026 (Bahrain GP), to be held at the Sepang International Circuit (SIC) on Oct 2-4.
Malaysian Association of Tour and Travel Agents (MATTA) president Nigel Wong Chun Teik said the world’s number one motorsport racing event is expected to attract tens of thousands of international visitors to Malaysia.
“While the exact number will depend on factors such as global marketing, ticket sales, airline connectivity and travel packages, we believe the event has the potential to bring tens of thousands of additional international visitors to Malaysia,” he said to Bernama.
He noted that F1 has a massive global following, with an estimated fan base of more than 800 million people worldwide.
“Based on the experience of previous international motorsport events, a well-positioned F1 event can generate significant visitor arrivals, especially when combined with tourism campaigns that encourage fans to extend their stay beyond the race weekend,” he said.
The race weekend is set to boost tourist arrivals this year, complementing the Visit Malaysia Year 2026 (VMY 2026) campaign, which targets 47 million foreign tourist arrivals and RM329 billion in tourism receipts, backed by more than RM700 million in government funding for marketing, infrastructure and promotional efforts.
Wong said the Bahrain GP provides Malaysia with a unique opportunity to attract a new segment of high-value international travellers.
Unlike conventional leisure tourists who visit mainly for sightseeing and relaxation, motorsport tourists have a strong passion for the event, so they are often willing to spend more on premium accommodation, hospitality packages, dining, merchandise and exclusive experiences, he said.
He noted that many motorsport visitors do not travel only for the race itself; they are interested in exploring the destination before or after the event.
“Malaysia can benefit by promoting extended itineraries that include destinations such as Kuala Lumpur, Penang, Langkawi, Sabah and Sarawak.
“The arrival of teams, sponsors, international media and corporate guests will create demand across many sectors, including hotels, airlines, restaurants, travel agencies, transportation providers and local attractions,” he said.
A significant increase in high-value visitors can generate substantial economic benefits, not only through direct spending but also through the wider supply chain supporting the tourism industry.
Wong added that bringing the F1 back to Malaysia would strengthen the nation’s position as a destination capable of hosting world-class international events.
Malaysia has a proven track record, having previously hosted the F1 Malaysian GP for nearly two decades, as well as other major sporting and business events.
He said a successful F1 event would enhance Malaysia’s international visibility and reinforce confidence among global event organisers, investors and businesses.
“It would also support the growth of sports tourism and business events, which are important segments because they attract higher-value visitors and create opportunities beyond traditional leisure tourism.
“As Malaysia moves beyond VMY 2026, we need to continue positioning the country as a destination not only for holidays, but also for international sports, entertainment, exhibitions and business activities,” he said.
Wong stressed that Malaysia should also focus on encouraging visitors to extend their stay through pre- and post-event travel programmes.
The event should also be leveraged as a platform for corporate tourism, incentive travel and business networking opportunities involving sponsors, investors and industry partners.
“Malaysia already has strong tourism infrastructure, excellent connectivity and diverse attractions. With the right collaboration between the government and industry players, the Bahrain GP can become an important contributor towards achieving the ambitious VMY 2026 tourism targets,” he said.
Last Sunday, Formula One and the Fédération Internationale de l'Automobile (FIA) confirmed that Malaysia will host the Bahrain GP at the SIC.
The event marks F1's first race in Malaysia since the Malaysian F1 GP was discontinued after the 2017 season.
-- BERNAMA