johardy02/10/2026 - 09:30 Photos by BERNAMA By Akmal Adnan suratpembaca@dagangnews.com With practice beginning today, followed by qualifying on Saturday and the race on Sunday, Formula 1’s return to Sepang is about to become more than a sporting spectacle.
It is a rare opportunity to put Malaysia in front of the world again.
For Malaysian motorsport fans, the wait is finally over.
After nearly a decade, the sound of Formula 1 engines will once again echo around the Sepang International Circuit, bringing back memories of the years when the Malaysian Grand Prix was a fixture on the international sporting calendar.
This time, Sepang will host the Formula 1 Gulf Air Bahrain Grand Prix in Malaysia, marking F1’s much-anticipated return to one of Asia’s best-known motorsport venues.
But this weekend is about more than bringing Formula 1 back to Sepang.
For Malaysia, there is also a tourism opportunity that should not be wasted.
When racing drives tourism
Formula 1 reaches an audience far beyond those sitting in the grandstands.
That gives Malaysia a chance to show visitors that there is much more to see beyond the circuit.
F1 teams and drivers have already been sharing glimpses of their time in Malaysia on their official social media channels.
Some have explored Kuala Lumpur and its landmarks, while others have experienced local attractions, food and culture.
For tourism, such exposure is valuable.
A photograph or short video shared by an F1 driver or team can put places such as KLCC, KL Tower, Pasar Seni, Batu Caves and Langkawi in front of millions of followers around the world.
Not everyone watching those posts will suddenly book a flight to Malaysia, of course. But they introduce the country to people who may not have considered Malaysia as a holiday destination before.
The race may bring people here this weekend. What they see and experience while they are here could help bring others in the future.
A boost for the tourism economy
The Grand Prix is expected to bring about 50,000 international visitors to Malaysia.
These visitors will not spend only at the circuit. They need accommodation, food and transport, and many will also shop, visit attractions and travel elsewhere in the country.
There are already signs of increased demand.
Flight bookings into Malaysia for the first three days of October have reportedly increased by 106% year-on-year, while hotel bookings have surged by more than 1,600% in Sepang and 2,500% in Dengkil.
These are important numbers for the tourism industry.
Hotels may be among the most obvious beneficiaries, but restaurants, transport operators, retailers, tour operators and other businesses also stand to gain from the influx of visitors.
This is why the value of hosting Formula 1 should not be measured only by what happens inside Sepang International Circuit.
Its real tourism value depends on how much activity can be created outside the circuit as well.
The race is only the beginning
There is another opportunity after the chequered flag falls on Sunday.
The Bahrain Grand Prix in Malaysia ends on Oct 4, while the Singapore Grand Prix takes place the following week.
That gap gives international F1 fans who are already in this part of the world several days to explore Malaysia before heading to Singapore.
Why not encourage them to spend those days in Penang, Melaka or Langkawi? Those with more time could travel to Sabah or Sarawak.
This would allow Malaysia to turn a weekend motorsport event into a longer holiday for some visitors.
If they stay another two or three nights, eat at local restaurants, visit attractions and spend money in other states, more businesses will benefit from the race.
The timing also works well with Visit Malaysia 2026.
Malaysia is already trying to attract more international visitors this year. Having Formula 1 back at Sepang gives the country another platform to remind people what Malaysia has to offer.
The teams and drivers are helping too.
By sharing their experiences in Malaysia with millions of followers, they are showing our food, culture, heritage and attractions to audiences that conventional tourism advertising may struggle to reach.
That exposure should not be underestimated.
Global spotlight
Malaysia will receive enormous international exposure this weekend.
With an estimated 70 million television viewers worldwide, together with the attention generated across social media, images from Sepang and Malaysia will travel around the world.
The question is what Malaysia does with that attention.
Hosting the race successfully is important, but we should also make sure visitors have reasons to explore the country, stay longer and spend beyond the race weekend.
For the tourism industry, Formula 1 should therefore be seen as more than three days of racing.
It is a chance to introduce Malaysia to people around the world and, hopefully, give those who are already here a reason to return.
As the engines roar again at Sepang this weekend, Malaysian motorsport fans will finally get the race they have been waiting almost a decade to see.
For Malaysia's tourism industry, the bigger hope is that the benefits will continue long after the cars have left the circuit. - DagangNews.com
