The Netflix effect on Monaco motoring travel ahead of famous F1 race

Monaco and fast cars have become linked almost at the hip since the first Grand Prix event was held around the tight, twisting streets of the Principality back in 1929. Graham Hill, Ayrton Senna, Michael Schumacher and Lewis Hamilton are among the top names to have lifted the Monaco Grand Prix winners trophy in the past 81 editions of the “jewel in the crown”.

Almost 100 years on from the first race, Monaco’s motoring scene is possibly the strongest it has ever been, with travel companies cashing in. But what’s been the catalyst for success? Sporting drama? Yes. But travel companies have pointed to one of the 21st Century TV revolutions as having a major impact on a new boost for motor travel. Netflix struck a deal with F1 back in 2017 to create their fly-on-the-wall ‘Drive to Survive’ documentary series.

Over 6.8 million viewers are believed to have watched the docuseries, which has had a major knock-on effect on motorsport viewing figures. Between 2018 and 2021, average race viewership increased from 547,000 to 928,000 people.

There is now an average of 700 million Formula 1 fans worldwide, a 40% increase since Liberty Media purchased the company from Bernie Ecclestone at the start of 2017.

Mark Hooper, founder of luxury travel and events firm Go Privilege, told the Express: “Netflix has redefined how people connect with Formula 1 — it’s no longer just a sport, it’s a story people want to step into.

“At Go Privilege, we’re seeing a growing number of travellers who aren’t just fans of racing, they’re drawn to the energy, the atmosphere, and the unforgettable experiences that surround it.”

Simon Mawdsley, co-founder of Grand Prix Grand Tours, also stressed there has been a recent surge in demand for motoring travel.

He said: “We’ve seen [an approximately] 50% growth in bookings in the space of three years.”

The effect has been seen across motorsport with a surge in interest in other racing series across the world. Formula E, an all-electric racing series that competes at Monaco just weeks before the F1 race, has also seen a rise in viewership in recent seasons.

It’s believed that almost 200,000 people attended the 2024 Monaco Historique, a classic car festival celebrating the history of the famous race.

A trip to Monaco isn’t just about racing, with the Principality at the centre of a motoring playground for petrolheads. Among the top attractions is the famous Cars Collection of H.S.H. the Prince of Monaco, which moved to new premises in 2022.

The exhibit features almost 100 vehicles, including classics such as the Bugatti Type 35 and examples from Ferrari, Maserati and Lamborghini.

Monaco and neighbouring Nice have plenty of car hire firms with supercars and convertibles available for just a few hundred euros. From the harbour, the mountains of Monaco are just over an hour away,y with one of the most famous driving roads, the Col de Turini, just 36 miles away.

The stretch of 34 hairpin bends is one of the most famous roads in Europe with the route regularly featuring in the annual World Rally Championship Rallye Monte Carlo event. Meanwhile, firms such as Twynham Tours hold classic car driving experiences around the French Riviera.

Speaking to the Express, Go Privilege's Mark Hooper added: “The Monaco Grand Prix is about more than racing — it’s a weekend that blends adrenaline with elegance. From the harbour parties to the private terraces above the circuit, it’s an immersive experience that stays with you long after the chequered flag.”

Previous data from STR has revealed that hotels certainly make the most of the Monaco F1 race weekend to hike up prices. The average daily rate at hotels in Monaco rose by 246% over an F1 weekend compared to the average cost of a room in May.

Michel Boeri, president of race organiser the Automobile Club de Monaco (ACM), stressed that the turnover for the city over the weekend is estimated to be around the €100 million mark. However, Go Privilege, who sell affordable weekend packages to the event, warns a trip doesn't have to be bank-breaking with cheaper options available for those that want to get involved.

Mark told the Express: “There’s a perception that Monaco is reserved for the ultra-elite, and while it can certainly be lavish, we believe unforgettable moments shouldn’t be out of reach.

“Our role is to open doors — with thoughtful planning and a range of experiences, we help people realise their F1 dream, no matter their budget.”