Hong Kong Sevens: It’s Not Just Rugby!

[2011 HK Sevens: Results] Results from a survey of spectators at the 2010 Hong Kong Sevens, commissioned by the Hong Kong Rugby Football Union, indicate just how much of an impact the Cathay Pacific / Credit Suisse Hong Kong Sevens has on  Hong Kong.

The event, one of the most popular weekend sporting events in the world attracts tens of thousands of affluent overseas attendees who not only generate direct economic benefit but also take away an extremely positive impression of the city.

Always sold out, the Sevens attracted around 21,600 overseas spectators in 2010, just over 50% of the 40,000-seat capacity of the Hong Kong Stadium.

The average overseas Sevens spectator reports staying in Hong Kong for 6.3 days, roughly twice as long as other visitors, and spends HK$10,040 on accommodation, shopping, dining, and so on. This brings a direct economic benefit to Hong Kong of nearly $220 million from overseas spending alone. When factoring in local market expenditure over the course of the Sevens weekend this figure would rise to considerably higher levels.

Based on the survey, Sevens attendees are typically in a professional / managerial occupation with an income of US$135,000 per year (overseas attendees) or HK$70,200 monthly (Hong Kong residents). Most are male (74%), married (63%) with children (80% of non-singles).

Overseas spectators expressed high levels of satisfaction with their experience in Hong Kong, with more than nine-tenths (92%) rating it 8, 9 or 10 out of 10. Importantly, 82% felt that the Sevens had enhanced that satisfaction.

Asked about their overall satisfaction with the Hong Kong Sevens, more than four-fifths (83%) of spectators gave it 8, 9 or 10 out of 10.

Among those who had participated in other international sports events, such as the World Cup, Olympic Games and Wimbledon, comparative satisfaction levels of 8, 9 or 10 out of 10 were reported by 80% of respondents.

An astounding 99% of spectators would recommend the event to friends and relatives, and 86% said they were likely or certain to attend the 2011 Sevens.

Among overseas spectators at the 2010 Sevens, 43% were attending the event for the first time, meaning that, given the high satisfaction levels, the Sevens generates an annual flood of positive experiences of Hong Kong among international travellers - 9,300 new visitors multiplied by large numbers of family, friends and business contacts.

Moreover with satisfaction equally high among local residents, the Sevens continues to reinforce pride and confidence in Hong Kong, on display in thriving business establishments across town for the duration of the event.

In the international melting pot that is the Sevens, fully 94% of locally resident spectators consider the event effective at promoting Hong Kong’s tourism industry, and 94% say the Sevens effectively enhances Hong Kong’s image and reputation.

Warrick Dent, Head of Commercial, Communications and Events of Hong Kong Rugby Football Union said, “the survey highlights the tremendous value of the Sevens to Hong Kong through both the substantial tourism revenue it brings in each year and the iconic impression of the city that the event generates. These 21,600 overseas visitors do not just visit Hong Kong, they become a part of it over one of the city’s iconic festival weekends, building an exceptional bond with the city. Year after year, the Cathay Pacific / Credit Suisse Hong Kong Sevens is our premier sporting event and the embodiment of Hong Kong as Asia’s World City.”

See also: Videos from the 2010 Hong Kong Sevens + Results

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