The Value of Rugby Tourists Revealed

Research conducted by Teneo has revealed that the value of sports fans travelling from England for the Guinness Six Nations earlier this month topped €12.4 million.

61 per cent of those who travelled stayed in hotel accomodation while 29 per cent stayed in apartments, hostels or bed and breakfasts and ten per cent stayed with friends or family.

The value figure is based on €2.83 million being spent on accomodation and an additional €639.95 spent per head by the estimated 15,000 fans who travelled to the game.

The money they spent on air travel and on tickets for the game would be on top of that again.

It shows the very real and immediate impact of major sports tourism and will be repeated again when France travel to play at the Aviva Stadium later in the tournament.

Research undertaken by UCD Smurfit Business School in 2010 estimated that match visitors spent a total of €882.95 when coming to Dublin but that figure did include all travel and accomodation.

“We’re always looking to do interesting work, share learnings and promote the role of sport in Ireland and we decided that the potential impact that sporting events can have on the economy was an area worth fresh investigation,” said Teneo Director Rob Pearson speaking to Sport for Business last night.

“Ireland vs England is one of the highlights of the sporting calendar and a Saturday afternoon kick off in Dublin is the perfect recipe for travelling fans, the local economy and opportunity for Teneo to conduct further research into the area.”

“We looked at best practice and, in an effort to reduce the number of variables at play and get a definitive number that we could stand over, we limited the scope of our research to looking exclusively at the additional spend in the economy from overseas supporters.”

“Most supporters stayed between two and three nights with an average spend per supporters of just under €640. This figure does not include match ticket, corporate hospitality, flight or local accommodation and equates to an additional spend in the economy of €9.6 million or nearer to €12.5 million if you take accommodation into account.”

“The broader impact is likely multiples of this figure when you take into account the spend from local supporters as a direct result of the match, the additional returns to the revenue and jobs created and sustained in the process.”

The Guinness Six Nations is of particular importance because it comes at a time where hotels would not necessarily be full to capacity.

The Intercontinental Dublin told us is in a Members Interview just before Christmas that a Rugby weekend eclipsed any other in terms of both accomodation and spend on food and drink.

Now we can once again put a real number on it.


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