Silverstone's global appeal surges as overseas Formula 1 fans drive British Grand Prix ticket boom

Figures released by viagogo reveal that ticket purchases for the 2026 British Grand Prix have risen by 14% compared to last year, while global searches for the event have surged by 143%. The race is currently the fourth best-selling sporting event in the United Kingdom on the platform.

Perhaps the most striking trend is the growing international audience. Overseas buyers now account for 77% of Silverstone ticket purchases, a remarkable rise from 48% just three years ago, underlining the British Grand Prix's status as one of Formula 1's premier destination events.

The figures mirror wider growth across the championship. Global Formula 1 ticket sales on viagogo have increased by 19% year-on-year, while searches for Grands Prix worldwide are up 74% compared to 2025.

The marketplace also reported Formula 1 ticket buyers from 160 countries worldwide during 2025, representing a 42% increase since 2019. Among global sports, only football and the NBA attracted fans from more countries.

Former Formula 1 world champion Jenson Button believes the sport has become a genuine international travelling spectacle.

Button said: "It's an exciting time to be heading into the British Grand Prix. The fan base here has always been huge, but what's changed in recent years is just how many people are now travelling from other countries to be part of it and it's one of the best weekends of the year, a real festival, not just cars on track.

"Since COVID, we've seen this brilliant boom in fans travelling to watch races all over the world, and I love that it's opened the sport up in that way. It all points to a brilliant week ahead at Silverstone."

The data also highlights changing habits among British Formula 1 supporters. Between 2023 and 2025, 62% of British fans' Formula 1 ticket purchases through viagogo were for races outside the UK, making them the sixth most-travelled fan base globally behind Brazil, China, Australia, Monaco and Saudi Arabia.

Silverstone's international draw has continued to strengthen despite sustained domestic demand. According to viagogo, the race has evolved into one of Formula 1's biggest bucket-list events, attracting visitors from across the globe while British fans increasingly travel abroad to follow the championship.

Shaun Stewart, Head of Open Distribution & Sports Partnerships at viagogo, said: "At viagogo, we connect millions of fans to live events every year, operating in 200 countries and currencies worldwide. Formula 1 perfectly reflects the platform's global reach, with unique buyer markets up 42% since 2019 to 160 countries worldwide.

"The British Grand Prix shows the international appeal in sharp focus, with Silverstone ticket purchases up 14% on last year, and a remarkable 77% of those purchases now coming from overseas visitors, representing a clear sign of how far Silverstone's reputation has travelled as one of the must-see events of the year."

Among races on the 2025 calendar, the Abu Dhabi Grand Prix attracted the widest international audience, drawing ticket buyers from 119 countries, ahead of the Italian Grand Prix with 108 and the Qatar Grand Prix with 97. Qatar also recorded the fastest growth in international attendance diversity, increasing its overseas buyer markets by 73% between 2023 and 2025.

With Silverstone preparing to host another capacity crowd this weekend, the latest figures reinforce Formula 1's continued expansion beyond its traditional markets as fans increasingly cross borders to experience the sport's biggest events in person.