The International Rugby Union Test between the Wallabies and South Africa’s Springboks in August 2001 generated $9.57million for Western Australia, Tourism Minister Clive Brown announced today.
Quoting an independent economic impact report by Right Marketing Australia, Mr Brown said this result was a 41 per cent increase on the revenue earned from the previous Test between these teams in 1998, when compared with the economic impact model used at that time.
‘The economic benefits generated by major events extend beyond the tourism sector to include both the business and hospitality sectors in metropolitan and regional areas of WA,’ he said.
‘The benefits received from the International Rugby Union Test are a fantastic result for WA, proving in hard dollar terms the value of major events to the State.’
The report found that international and interstate event participants spent a total of 23,784 visitor nights in the State as a direct result of the event being held in WA. A total of 15,004 nights were spent in commercial accommodation.
An estimated 2,945 people travelled to Perth from interstate and overseas to participate in the Test, compared with approximately 1,100 people in 1998.
Visitors to WA for the rugby spent most of their money on food at restaurants and cafes, accommodation, retail items, airfares and alcohol.
Regional WA also benefited from the event, with the South-West and Rottnest being two of the most commonly visited destinations.
Mr Brown said the report’s findings would play a key role in the success of future rugby tests in Perth.
‘The five-year contract in place with Australian Rugby Union means that we can continually improve our relationship marketing in South Africa and interstate to increase the interest in the event and importantly, knowledge of WA as a holiday destination,’ he said.
The methodology used to determine the economic impact in the new report applies a more conservative multiplier than the research conducted in 1998. Thus, using the previous method, the economic impact of the 2001 match would be $11.9million, which can be compared directly with the economic impact in 1998 of $8.1million.
The report advised that the economic impact of $9.57million was a conservative figure and did not include benefits to WA such as the promotion of the State through international media coverage of the event; the event participants who might return to Perth as a result of their experiences; and word-of-mouth recommendations from event participants on their return home.
The next international rugby test in Perth is only three months away, when Australia’s Wallabies take on New Zealand Maori at Subiaco Oval on June 15.
For more details contact:
Vanessa Joynt, Minister’s office 9222 9699