The Malaysian Association of Tour and Travel Agents wants tour operators to come up with packages for before and after the Formula One races in October.
Three tour organisations said the GP presents a rare opportunity to generate wider economic benefits.
Nigel Wong, president of the Malaysia Association of Tour and Travel Agents said the event should be positioned as more than just a sporting spectacle.
“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 after military attacks by the US and Israel on Iran. The race will now be hosted by Malaysia at the Sepang International Circuit outside Kuala Lumpur on Oct 2-4.
Wong said Malaysia should adopt a more coordinated approach to capitalise on the race. He said countries such as Singapore and Abu Dhabi had successfully integrated Formula One racing with hotels, airlines, attractions, dining and premium experiences to encourage visitors to extend their stay.
He called for a dedicated Grand Prix tourism campaign before October, develop ready-to-sell travel packages, and bring together airlines, hotels, tour operators and tourism destinations.
Mint Leong, president of the Malaysia Inbound Tourism Association said greater collaboration across the tourism industry would be needed to maximise visitor spending.
She said Sepang International Circuit should implement 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, adding that vouchers, special discounts and an F1 Festival could also encourage tourists to spend more during their stay.
Malaysian Tourism Federation president Sri Ganesh Michiel said Malaysia’s hosting of the Bahrain Grand Prix could be a catalyst for long-term investment in sports tourism rather than a one-off event.
SIC hosted the Malaysian Grand Prix from 1999 to 2017 before it was dropped from the calendar because of rising hosting costs and licensing fees. - FMT
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