The Isle of Man TT risks losing part of its unique appeal if the event becomes too focused on racing and television coverage, according to veteran tourism operator and motorsport entrepreneur Peter Duke.
Speaking in an interview with Manx.News about the evolution of the TT and the Isle of Man visitor economy, Duke said the famous festival had transformed dramatically over the past two decades — but warned organisers should be careful not to lose the broader experience that has traditionally attracted visitors from around the world.
Duke is a family name which has long been associated with TT. Peter’s father, Geoff Duke OBE was a six-time TT winner between 1949 and 1955. The name appeared again in the 1980’s with TV race coverage through DUKE Video and motorsport media production.
Peter Duke said the company’s shift into travel and hospitality came as the DVD market declined and opportunities in tourism expanded.
“We’re mainly a travel business now,” he said.
The company entered the TT travel market in 2019 after building a global audience through the official TT website and motorsport media operations.
“We had 2.3 million unique users and a quarter of a million email addresses of people interested in the TT,” Duke explained. “So when the opportunity came to become one of the travel agents for the TT, it was a fairly easy answer.”
He said the business brought 2,200 visitors to the TT in its first year and expects to bring more than 3,500 visitors to this year’s event.
TT Village expansion
One of the company’s most visible projects has been the development of the TT Village on the former prison site in Douglas.
Duke said the idea emerged after recognising the island’s accommodation shortage during TT fortnight.
“There were less than 2,000 registered accommodation rooms on the island,” he said. “Yet around 28,000 people were staying on the island on the peak night during TT.”
The solution was modular accommodation cabins shipped to the island each year. The site began with 100 cabins in 2019 and has now expanded to 204 units accommodating around 400 guests.
But Duke said the operation remains a major logistical challenge.
“It costs well over half a million pounds to do it for 18 days,” he said. “We use 53 trailers in and out, with 12 trailers permanently rotating to bring the cabins over.”
He added that shipping capacity is now one of the biggest constraints on further expansion.
Concerns over TT format changes
While praising the TT’s commercial growth and international reach, Duke voiced concern over the event’s modern race-heavy schedule.
I’ve never been comfortable with the new format… Nobody ever asked for more racing…
Peter Duke
The TT timetable was expanded in recent years, increasing the number of race days and reducing rest days and festival activities.
Duke said surveys conducted through his travel and media businesses suggested visitors valued the wider atmosphere of the TT as much as the racing itself.
“The appeal of the TT was always that it’s a great event to go to, not just a great race.”
He argued the festival had historically benefited from entertainment and attractions beyond the course itself, including the Ramsey Sprint, promenade entertainment and Mad Sunday.
“People are coming for a holiday,” he said. “They want to experience the Isle of Man, not just race after race after race.”
Duke also expressed concern about the impact on local residents and businesses caused by more frequent road closures.
“There’s 25,000 people inconvenienced every time we close the circuit,” he said. “Businesses have to close.”
He suggested organisers should consider reviewing the schedule and consulting both visitors and residents on whether the current format is working.
TT remains a major economic driver
Despite his concerns, Duke strongly defended the TT’s economic importance to the island.
I know from our surveys it’s a £50 million event to the Isle of Man
Peter Duke
Although he acknowledged government spending on the TT likely exceeds direct event revenue, he described it as “a pretty good investment as a tourist investment”.
Hollywood film could be “game changer”
Looking ahead, Duke said he believes a major new Hollywood-backed film centred on the TT and the Isle of Man could dramatically raise the island’s international profile.
The upcoming Amazon MGM Studios feature film Isle of Man is being produced by Channing Tatum through Free Association and Brad Pitt through Plan B Entertainment.
The film stars Tatum as a leading TT rider alongside Eve Hewson, Ciarán Hinds and Ruaridh Mollica. It is directed by Reid Carolin, who co-wrote the screenplay with Jason Keller and Bryan Johnson.
Production is currently underway, with scenes being filmed on location during the TT races on the Isle of Man. The project is also being accompanied by a documentary series titled Greatest Show on Earth, produced for Amazon by Box to Box Films.
potentially a 50 or 60 million pound promotion for the Isle of Man
Peter Duke on the new TT filem ‘Isle of Man’.
Duke described the production as potentially “a 50 or 60 million pound promotion for the Isle of Man”.
“It’s going to be a game changer for the TT and the Isle of Man,” he said.
He compared the opportunity to the tourism impact generated by the film Waking Ned in Ireland, saying so-called “set jetting” tourism could significantly boost visitor numbers.
“It’s called Isle of Man, it is going to feature the TT races, and it is going to feature the Isle of Man,” he said. “That’s a fantastic boost for the whole economy.”
