Formula 1 film drives tourism to Suzuka, Zandvoort and Silverstone

With the 2025 Formula 1 season underway and the film trailer generating buzz, new tourism data suggests that major racetracks are experiencing a notable spike in online searches. This trend reflects growing public enthusiasm for high-speed experiences and the sport’s expanding cultural reach beyond traditional F1 fans.

Samuel Jefferies, Senior Growth Marketing Manager at travel software provider Bókun, shared insight into the tourism uplift linked to the film’s promotional campaign: “The film is set in key locations, spanning Europe, the Middle East, and Asia.

Although peak F1 season begins in May, we have already seen an abundance of people expressing interest; searches for the ‘Suzuka’ circuit in Japan have surged by 617% in the past month, followed by the ‘Zandvoort’ circuit, near Amsterdam, with searches doubling since last month.”

While some venues not featured in the film saw a decline, such as Daytona Speedway, down 52%, Jefferies noted its overall prominence remains strong: “The event itself, held in February, saw a peak of 19 million searches, its highest since 2020, when it hit 37 million. Still, it is the most searched for racetrack, with 7.8 million people showing interest.”

Jefferies highlighted a seasonal trend: “Silverstone, the UK’s famous racetrack attracting tourists from around the world, has seen 1.4 million searches in the past month.

"Hotel demand surges in July during the event, with ‘Silverstone hotels’ typically receiving 10,000 searches at peak times. However, we are already seeing an increase, with searches up by 20% compared to last year, suggesting that this year will see an even higher hotel demand.”

Jefferies added that the European base of many F1 teams contributes to the growing appeal: “F1 isn’t synonymous with Europe, but many of the sport’s most iconic teams are based there, therefore, enticing tourists. This has led to an average 25% increase in monthly searches for all European tracks featured in the film, with Hungaroring showing the biggest rise in interest, up 44%.”

According to Bókun’s data, fans are also turning to high-speed experiences to replicate the thrill of Formula 1. Jefferies revealed: “Getting a ticket to see the F1 can be a challenge, so it’s no surprise that people are seeking similar racetrack experiences. Since the release of the trailer, we’ve seen a surge of interest, with average searches increasing by 77%, as people look to emulate F1 activities.”

That trend is reflected in specific terms: “So far, we know the film grips viewers who want to get a taste of the action, causing 63,000 people to search for ‘F1 experience’ in the past month, increasing by 15%.

"Similarly, for those wanting to experience something not as fast as an F1 experience, searches for ‘fast car driving’ have increased by 7% in the past month, with people eager to drive high-performance cars.”

Meanwhile, overall interest in Formula 1 remains strong, with Jefferies confirming: “The start of the F1 season has only just begun, with 19 million people searching already.

Meanwhile, the film’s trailer highlights the main character’s return to Formula 1 after years away, forming the central plot. This has since sparked a 74% increase in searches since the trailer's release.”

Looking ahead, Jefferies believes the link between travel and live sporting events will continue to grow: “More people are choosing to travel to experience live sports, as it offers a chance to combine love for travel with the thrill of witnessing top-tier sports events.

"Many are drawn to sports that may not be as popular in their own country, seeking new experiences and cultural immersion. Whether it’s the excitement of Formula 1, football, or tennis, attending these events adds an extra layer of adventure to the trip.”

“According to Tripadvisor’s latest Trendcast, sports event bookings increased faster than the average attraction—by 219%. It’s essential for tour operators to capitalise on this by offering tailored sports packages, securing exclusive event access, and creating itineraries that blend iconic sporting events with local cultural experiences to feed the demand," concluded Jeffries.