F1 Is A Window Into Abu Dhabi, Says Ethara CEO

“We had 192,000 attendees over the entire weekend of the Abu Dhabi Grand Prix [in 2024] which is a record number for us. Of those visitors, 70 per cent of them were coming from outside the UAE. From an international visitor standpoint, that’s huge,” Ethara CEO Saif Al Noaimi said in an exclusive interview with Arabian Business.

He said the race offers a “window” into Abu Dhabi for global audiences.

F1 drives record tourism to Abu Dhabi

Visitor surveys show many of those attending were in Abu Dhabi for the first time, with a majority indicating plans to return. “The event is an opportunity to show Abu Dhabi to the world,” Al Noaimi said.

The Grand Prix’s contribution includes spending on hotels, restaurants, transportation, attractions and race attendance. The event’s growing footprint reflects how major sporting spectacles are increasingly leveraged as economic engines and tourism drivers.

Formula 1’s global audience now exceeds 800 million and Al Noaimi said its evolving demographic presents new opportunities for destinations like Abu Dhabi. “There is a shift more female and a much younger audience,” he said.

According to recent data, 42 per cent of F1 fans are now women and 43 per cent are under the age of 35.

The Yas Marina Circuit, which hosts the season finale, has become central to Abu Dhabi’s tourism and branding strategy. The race evidently causes spikes in hotel bookings and flights during race weekend and it also drives visitors toward other attractions such as the Louvre Abu Dhabi and Yas Island’s theme parks.

“It’s been a journey of 16 years building year on year on growth and economic impact,” Al Noaimi said. “Every single touch point matters, whether it’s someone sitting on the grass or attending the Paddock Club. We treat everyone with the same care and consideration.”

Abu Dhabi’s F1 season finale

The 2024 race also coincided with the premiere of the Formula 1 film starring Brad Pitt, parts of which were shot at Yas Marina Circuit. “The climax of the movie was filmed on the circuit,” Al Noaimi said. “From our perspective, looking at the number of viewers that have seen the movie and the fact that it’s been called the summer blockbuster of 2025 is something we’re very proud of.”

As Formula 1 expands to 24 races worldwide, competition among host cities has intensified. Yet Al Noaimi said Abu Dhabi remains firmly established as a season-ending fixture. “I would not consider that we compete. I think we complement,” he said.

Looking ahead, Ethara plans to expand premium hospitality options, enhance fan zones and introduce new digital engagement tools. “We look at what experiences we can add and how we can constantly adapt every single year,” Al Noaimi concluded.

The Abu Dhabi Grand Prix 2025 is set to take place from December 5^th to 7^th. A wide lineup of artists have been announced for the after-race concerts including Post Malone, Katy Perry and Metallica.

Tickets are available on the official Abu Dhabi GP website with prices for General Admission starting at AED995. Hospitality packages are also available starting at AED5,995 and up.