How a partnership with PerigonAI revealed Formula 1's true impact in the GCC

Situation

Client needed to assess F1's real impact on tourism, retail, and hospitality. Rising regional competition for entertainment footfall demanded data-driven measurement of cross-asset uplift.

Approach

• Combined mobile, credit-card, tourism data for visitor volumes and spend
• Assessed hotel occupancy, F&B activity, venue-specific footfall
• Benchmarked event week vs baseline to attribute uplift across sectors

Impact

• 159% spike in circuit visitation; 10% rise in overall spend during F1 week
• 84% of attendees stayed off-site - flagged hospitality investment opportunity
• Hard metrics for infrastructure, marketing, and event programming