As anticipation builds for the upcoming Formula 1 film starring Brad Pitt, tourism in key Grand Prix destinations is experiencing an unprecedented surge. Warner Bros. and Apple Original Films have released a behind-the-scenes featurette showcasing Pitt's hands-on involvement, which is credited with enhancing the film's authenticity. Set to hit theaters on June 27, 2025, the film not only showcases the thrilling world of Formula 1 racing but also appears to be propelling these iconic circuits into the global spotlight.
The film, directed by Joseph Kosinski, features Pitt as a former driver returning to the sport alongside Damson Idris, who plays his teammate in a fictional team called APXGP. The production has been filmed during actual Grand Prix weekends, adding a layer of realism that fans and tourists alike are eager to experience.
According to tourism data, the excitement surrounding the film is translating into a significant increase in interest for renowned racetracks such as Suzuka, Zandvoort, and Silverstone. Samuel Jefferies, Senior Growth Marketing Manager at travel software provider Bókun, noted that searches for the Suzuka circuit in Japan have surged by a staggering 617% in the past month, while interest in the Zandvoort circuit near Amsterdam has doubled. Silverstone, the UK’s iconic racetrack, has also seen a notable uptick, with 1.4 million searches recorded in the last month alone.
Jefferies explained, "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." He emphasized that this heightened curiosity is not limited to the film’s featured venues; it reflects a broader trend of growing public enthusiasm for high-speed experiences and the sport’s expanding cultural reach beyond traditional F1 fans.
As the film gears up for its release, online searches are skyrocketing, mirroring the insatiable appetite of fans craving high-speed thrills and the cultural phenomenon that is Formula 1. With the 2025 Formula 1 season just around the corner, these racetracks are transforming into must-visit destinations for both adrenaline junkies and cinephiles.
In addition to the film's impact on tourism, the overall interest in Formula 1 remains strong. Jefferies noted that the start of the F1 season has already seen 19 million searches, indicating a robust demand for live sporting events. The film's trailer, which features Pitt's character returning to Formula 1 after years away, has sparked a 74% increase in searches since its release.
As fans flock to these racing hotspots, hotel demand is also on the rise. Searches for accommodations in Silverstone are up by 20% compared to last year, with typical peak times receiving around 10,000 searches. Jefferies highlighted that the European base of many F1 teams contributes to the growing appeal of these destinations, leading to an average 25% increase in monthly searches for all European tracks featured in the film.
Moreover, the film's promotional campaign is driving interest in high-speed experiences beyond just attending races. Jefferies revealed that there has been a 77% increase in average searches for racetrack experiences since the trailer's release. Specifically, 63,000 people searched for "F1 experience" in the past month, marking a 15% increase. Additionally, searches for "fast car driving" have risen by 7% as fans seek to replicate the thrill of Formula 1.
Jefferies believes that the link between travel and live sporting events will continue to grow. He stated, "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." This trend demonstrates how sports can serve as a catalyst for tourism, with fans eager to immerse themselves in the culture and excitement surrounding major events.
According to Tripadvisor's latest Trendcast, bookings for sports events have increased faster than the average attraction—by an impressive 219%. Jefferies concludes, "It’s essential for tour operators to capitalize 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." This presents a unique opportunity for destinations to leverage the excitement generated by the film and the F1 season to attract visitors.
The upcoming Formula 1 film not only highlights the thrilling world of racing but also serves as a significant driver of tourism. As the film's release date approaches, fans and tourists alike are gearing up for a high-speed adventure that promises to elevate the excitement surrounding Formula 1 to new heights. With Brad Pitt at the helm, the film is set to make waves both on screen and in the travel industry, transforming racing circuits into vibrant tourist hotspots.
