Austin tourism chief: US Grand Prix could be worth $1bn

Tom Noonan, president and chief executive of Visit Austin, says the 2026 United States Grand Prix could be worth around $1 billion to the Austin area. In comments to KXAN, he said F1 teams arrive about seven to nine days before the race, likening the buildup to a citywide convention.

Noonan also described Formula 1’s global audience as a marketing opportunity for Austin. KXAN reported that hotels in the city could reach 95% occupancy over the race weekend.

Hotel manager Joanna McCreary said the four F1 days account for about 7% of her hotel’s annual revenue. She said the hotel was having its best October on record since opening in 2010, and suggested cancellations or uncertainty around some global destinations had contributed to the race’s popularity this year.

Travis County has said the Grand Prix has generated more than $10 billion for Central Texas since 2012. The Circuit of the Americas is set to host F1 until at least 2034 after an eight-year extension agreed in 2025.