The City of Buenos Aires is aiming to reach 5 million international tourists a year within the next decade, and to hold onto its position as a regional leader in tourism. The first step is getting back to 2024 levels, with the city on track to reach 2.8 million visitors this year.
For Buenos Aires, the push to join the Formula 1 calendar isn't happening in isolation. According to Valentín Díaz Gilligan, president of the city's Tourism Board, sports tourism is a strategic opportunity for the city: it draws in new visitors, gives the local economy a boost, and shows the world what Buenos Aires has to offer.
Speaking with reporters, Díaz Gilligan also pointed to Madrid's experience as a reference point. The Spanish capital signed a 10-year deal with Liberty Media Corporation, the U.S. conglomerate that owns Formula 1, to host a Grand Prix. The first of those races ran last Sunday, with Argentine driver Franco Colapinto finishing seventh — one of his best results in F1 so far.
Where the Tourists Are Coming From
Brazil remained Buenos Aires' top source market between January and July, accounting for 22% of visitors:
| Country | Share | Visitors |
|---|---|---|
| Brazil | 22% | 357,000 |
| United States | 14% | 219,000 |
| Uruguay | 11% | 171,000 |
| Spain | — | 73,000 |
China has also emerged as a fast-growing market: Chinese visitor numbers rose 62% compared to the same period in 2025, and 80% compared to 2024, with the direct flight to Shanghai operated by China Eastern acting as a major driver. Chinese tourists typically stay between two and four days in the city, spending an average of US$200 per day.
The Colapinto Factor
A Formula 1 race returning to Argentina is still a distant possibility, but the pieces are slowly falling into place — starting with Franco Colapinto himself. The driver, who already has his seat secured with Alpine for the 2027 season, showed just how much of a following he has during a road show held in Buenos Aires in April, which drew a crowd of 500,000 people. If a race does eventually happen, the city government is reportedly hoping Colapinto will headline an exhibition run in his Alpine when the local circuit reopens.
Geopolitics Could Work in Buenos Aires' Favor
One additional factor adding to Buenos Aires' chances is the conflict in the Middle East, which has already forced the cancellation of three Grands Prix in the Persian Gulf region this year and could still lead to a change of venue for the final two races of the current season.