DAYTONA BEACH, Fla. – Race weekend is officially underway in Daytona Beach, as thousands of NASCAR fans pour into town for the Coke Zero Sugar 400.
The NASCAR Xfinity Series takes the track Friday night, followed by the Cup Series race under the lights on Saturday. Fans in RVs and campers are already filling the lots outside Daytona International Speedway, gearing up for one of the most anticipated weekends of the year.
“It’s excitement. It’s energy. I love the noise, the sound of the cars, the intensity. You can feel it,” said Lisa, a longtime fan who has traveled to Daytona for the races.
Tourism officials say the event is just as important off the track as it is on it. Hotels, restaurants and shops are seeing a surge in business after a slower stretch once the school year began.
“This is huge,” said Lori Campbell Baker, executive director of the Daytona Beach Area Convention and Visitors Bureau. “A couple of weeks ago, all the kids went back to school, so tourism takes a little dip. This is such a bright spot in this community. We look forward to this race every year. Two days of racing, the entire world looking at us, it’s amazing.”
Local hotels are also feeling the impact.
“We are very excited about the Coke Zero 400 race and all that it brings to our city,” said Jim Berkley, general manager of the Hilton Daytona Beach Oceanfront Resort. “The Coke Zero isn’t just a race—it’s a celebration for Daytona! Back-to-school and Hurricane Erin may slow leisure travel a touch, but the race more than makes up for it. This weekend reminds us why Daytona is such a special place to be.”
Final bookings picked up quickly after Hurricane Erin shifted away from Florida, bringing a welcome boost to the city. Now, with hotels at capacity and fans filling the stands, officials say Daytona Beach is already a winner before the green flag even drops.
The Xfinity Series race begins Friday at 7:30 p.m. The Coke Zero Sugar 400 Cup Series race follows Saturday night.
[SEE MORE DAYTONA BEACH NEWS: Daytona Beach to vote on public camping ban in response to new state law]