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.
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 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
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
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