Hong Kong Sevens Gives SAR Massive Economic/Tourism Boost

Findings from the official Hong Kong Tourism Board survey of spectators at the 2011 Hong Kong Sevens indicate that the Cathay Pacific / HSBC Hong Kong Sevens is a major factor in promoting economic activity and tourism in Hong Kong.

The Hong Kong Sevens 2011 attracted over 20,000 international visitors to Hong Kong, who not only generate a significant economic benefit, but also take away an extremely positive impression of the vibrant city.

The survey was conducted by global market research company, Synovate, and based on face-to-face interviews with spectators at the 2011 Hong Kong Sevens.

Visitors

Always a sell out, the Sevens attracted around 21,391 overseas spectators in 2011, just over half of the 40,000-seat capacity of the Hong Kong Stadium.

The average overseas Sevens spectator stays in Hong Kong for 6 days and spends HK$12,873 during his/her trip on accommodation, shopping, dining, transport and so on.

This delivers a direct economic benefit to Hong Kong economy of over $282 million from overseas spending alone. When factoring in local market expenditure over the course of the Sevens week this figure rises to considerably higher levels.

The survey’s finding indicates that Sevens spectators are typically affluent professionals in managerial positions with an income of US$125,400 per year (overseas attendees) or HK$59,400 monthly / over HK$700,000 annually (Hong Kong residents). Most spectators are male (74% of those surveyed), married (57%) and have children (80%).

The Experience

The quality of the Sevens experience is emphasised by 73% of spectators indicating they have attended the Hong Kong Sevens previously.

Among overseas spectators surveyed in 2011, 37% (7,915) were attending the event for the first time.

A substantial proportion of overseas spectators expressed high levels of satisfaction with their experience in Hong Kong, with more than 86% rating it 8 or more out of 10 in terms of level of satisfaction with the event. Significantly, almost the same amount, 85%, felt that the Sevens had enhanced their Hong Kong experience.

Incredibly, almost all spectators (97%) would recommend the event to friends and relatives, and 90% said they were likely or certain to attend the Sevens in 2012.

Positive for Hong Kong Tourism

Emphasising the value of the Sevens, an astounding 98% of locally resident spectators consider the event effective at promoting Hong Kong’s tourism industry, and 97% say the Sevens effectively enhances the city’s image and reputation.

Trevor Gregory, Chairman of the Hong Kong Rugby Football Union said, “The survey highlights the tremendous value of the Sevens to Hong Kong through both the substantial revenue it generates for Hong Kong 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.”

Giles Morgan, HSBC’s Group Head of Sponsorship & Events, added, “The Cathay Pacific / HSBC Hong Kong Rugby Sevens is the city’s biggest international sporting and social event of the year and HSBC is thrilled to be back at the heart of it. The weekend brings together rugby fans from around the world and the tournament itself does a tremendous job in promoting Hong Kong’s tourism industry. HSBC will continue to be committed to the Hong Kong Sevens, and help grow the sport of rugby in Hong Kong across all levels.”

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