The 2026 Australian Grand Prix delivered record-breaking results for Melbourne’s hospitality scene from 5-8 March, with the event welcoming 483,934 locals and visitors.

When the crowds weren’t trackside, they flocked to bars, restaurants and pubs across the city. Drinks brands also hosted a stack of parties, including Garage Party by Belvedere Vodka, Jack Daniel’s race week at Middle Park Hotel, The Espy, and Crown Melbourne and the Jim Beam Roadhouse at the Village Belle Hotel in St Kilda. 

Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “We continue to break records year after year – filling our hotels, restaurants, bars, and showcasing Victoria to millions of viewers around the world.”

“The Grand Prix is a powerhouse for our visitor economy, driving record spending, boosting economic investment and supporting thousands of jobs.”

There were fears that the conflict in the Middle East would impact F1 teams and fans travelling to Melbourne for the Australian Grand Prix, which kicked off at Albert Park on 5 March 2026.

News.com.au reported last week around 1000 race staff scrambled to change their travel plans due to many planes operated by Emirates, Etihad and Qatar Airways being grounded.

Qatar Airways, the title sponsor of the 2026 Qatar Australian Grand Prix, cancelled its plans for the weekend’s event due to conflict in the Middle East. A VIP dinner at Marmelo restaurant on Friday was scrapped, along with invitations throughout the event, with Qatar Airways saying it would have been inappropriate to be celebrating while passengers remained stuck in Doha.

As of 2 March, STR forward bookings showed hotel occupancy for Melbourne Centre averaging 90% across the three days, peaking at 93% on Saturday.

Accommodation Australia chief executive James Goodwin told the Australian Financial Review that Melbourne hotels had experienced a surge in no-shows last week. However, while average occupancy was down from 94% last year to 90% this year, concern about the cancellation of group bookings didn’t eventuate.

“The concern with the no shows is that with the extra demand for accommodation, particularly at those properties near major airports, the hotels are unable to accommodate those new guests needing a place to stay,” Goodwin said.

“Melbourne is the biggest worry for the sector. The Formula 1 is one of the biggest events in the calendar, if not the biggest for the year. We know that the crews and the teams are arriving and … everyone is confident that the race will go on.”

“The concern, though, is whether all those spectators will still be able to get here, and that will be really concerning if we can’t meet those expected numbers. We’re very concerned because it is such a big event for Melbourne.”

Oh … as for who won the race … it was Mercedes’ George Russell, who showered his teammates with Moët & Chandon, continuing its historic role as the Official Champagne of Formula 1. Marking George Russell’s win with the iconic celebratory Jeroboam, the Maison once again honoured the podium ritual that has defined Formula 1 celebrations for more than 70 years.

Moët & Chandon’s connection to Formula 1 is legendary. It began in 1950 at the Reims Grand Prix, when Frederic Chandon de Briailles spontaneously offered a bottle to the race winner. From that single act, a timeless ritual emerged, the celebratory Jeroboam, a symbol of victory, collective emotion, and enduring celebration, honouring champions past and present.

How drinks brands revved up for Australian Grand Prix