The 2026 WRC Rally of Paraguay generated an estimated US$209.9 million in economic impact. The competition took place from 27 to 30 August in the department of Itapúa, marking Paraguay’s second time hosting a round of the World Rally Championship (WRC).
The economic impact increased by 57.5% compared with the US$133.3 million recorded in 2025. Attendance also grew from approximately 210,000 spectators last year. Across the four days of competition, organisers recorded more than 884,000 cumulative attendances.
Economic impact drives growth
The rally generated significant activity across several commercial sectors in Itapúa. Gastronomy recorded the largest increase, with spending rising by 95%. Pharmacy transactions increased by 65%, while fuel purchases grew by 55%. Supermarkets recorded a 34% increase, and hotel activity rose by 22%. One payment provider reported a 41% increase in purchase volume across the department compared with a typical week.
The economic impact included US$105.4 million in direct spectator spending. An additional US$100.5 million came from estimated induced consumption. Media exposure contributed approximately US$3.98 million in equivalent advertising value. These figures reflect spending beyond the rally stages. Visitors required accommodation, meals, fuel, transport and other services during the event. This created additional demand for businesses throughout the host region.
International visitors strengthen tourism
The 2026 edition attracted 54,881 international visitors from 50 countries. Among those surveyed, 45% said they were visiting Paraguay for the first time. The arrival of international spectators created opportunities to showcase Paraguay to new audiences. It also increased the visibility of Itapúa as a destination for major sporting events.
The competition attracted 267,931 spectators, while cumulative attendance exceeded 884,000 across the four days. These figures measure different things: the spectator count represents people, while cumulative attendance includes visits across the competition’s stages and locations. The rally’s economic impact therefore extended beyond ticket holders and motorsport enthusiasts. International and domestic visitors also contributed to demand for accommodation, food and local services.
8,680 people support rally operations
Organising the event required 8,680 people, an increase of more than 73% compared with 2025. The operation included 4,000 police officers, 2,500 military personnel and 622 Guardarally members. Medical teams, firefighters, rescue workers, volunteers, suppliers and technical staff also supported the competition. Their responsibilities covered security, emergency response, logistics and the technical requirements of an international motorsport event.
The rally featured 60 crews, 22 timed stages and 358 kilometres of competitive driving. Coordinating the competition required cooperation between local teams and international personnel.
Rally reaches international audiences
The 2026 WRC Rally of Paraguay also generated significant media coverage. Television monitoring recorded 43.5 hours of broadcasting, while digital monitoring identified more than 892 publications. Online content generated nearly seven million views and more than 276,000 interactions. The resulting exposure had an estimated advertising value of US$3.98 million.
The event’s international coverage provided another measure of its reach beyond the competition itself. It placed Paraguay before audiences following the WRC and created opportunities to promote the country as a host for international sporting events.
The 2026 results show how the WRC Paraguay has expanded beyond a sporting competition. Its economic impact, international attendance and media exposure demonstrate the role major events can play in supporting tourism and commercial activity across the country.
Also read: Paraguayan Driver Andrea Lafarja Finishes Fourth In 2026 WRC Masters Cup Season.
