Malaysia’s tourism industry has been urged to develop attractive travel packages that encourage Formula One fans to extend their stay when they visit the country for the Bahrain Grand Prix in October.
Three tourism organisations said the race presents a valuable opportunity to generate broader economic benefits by encouraging visitors to explore more of Malaysia beyond the event itself.
Industry calls for coordinated tourism campaign
Malaysia Association of Tour and Travel Agents president Nigel Wong said the Bahrain Grand Prix should be promoted as more than just a sporting event.
‘The key is to convert Formula One spectators into long-stay visitors by offering them compelling experiences beyond the race itself. This will help spread the economic benefits across the wider tourism ecosystem, rather than concentrating spending around the event venue alone,’ he told FMT.
The Bahrain Grand Prix was originally scheduled for April but was postponed following military attacks by the US and Israel on Iran. The race will now be held at the Sepang International Circuit, outside Kuala Lumpur, from Oct 2 to Oct 4.
Wong said Malaysia should adopt a more coordinated strategy to maximise the opportunities created by the event.
He pointed to countries such as Singapore and Abu Dhabi, where Formula One races are integrated with hotels, airlines, tourist attractions, dining and premium experiences to encourage visitors to stay longer.
He also proposed launching a dedicated Grand Prix tourism campaign before October, introducing ready-to-sell travel packages, and bringing together airlines, hotels, tour operators and tourism destinations.
Industry collaboration key to higher visitor spending
Malaysia Inbound Tourism Association president Mint Leong said stronger collaboration across the tourism sector would be essential to maximise visitor spending.
She suggested that Sepang International Circuit introduce an ‘F1 Tourism+’ programme to encourage visitors to spend beyond the race weekend.
‘Organisers should give industry players such as travel agents and tour guides the opportunity to reach Formula One fans with post-race tour packages, shopping and dining experiences in Malaysia,’ she said.
Leong added that vouchers, special discounts and an F1 Festival could further encourage tourists to spend more during their visit.
Race seen as catalyst for sports tourism
Malaysian Tourism Federation president Sri Ganesh Michiel said Malaysia’s hosting of the Bahrain Grand Prix should serve as a catalyst for long-term investment in sports tourism rather than being treated as a one-off event.
The Sepang International Circuit previously hosted the Malaysian Grand Prix from 1999 to 2017 before the race was dropped from the Formula One calendar because of rising hosting costs and licensing fees.
