9 December 2005
Lions test pumps record millions into Wellington
The Lions-All Blacks rugby test produced a record financial windfall for the Capital, according to a report completed
for Wellington City Council.
The economic impact report, by consultants McDermott Miller, shows visitors coming for the match on July 2 brought with
them $23.2 million in extra spending - $15.9 million from international travellers.
The vast majority of overseas visitors said they would like to come back and would recommend Wellington to others.
The gains are a record for city events, eclipsing those from the Edinburgh Military Tattoo in 2000, which brought in an
extra $17 million.
The Lions test created 330 full time equivalent jobs and meant major spending gains for the following sectors:
- accommodation (29 percent)
- restaurants/cafes (28 percent)
- retailing (9 percent)
- other business services (28 percent)
The McDermott Miller report, based on surveys of visitors, also highlights the fact that people said they would come
back to the Capital.
Nearly all (98 percent) international visitors rated Wellington as very good or good and 82 percent said they were very
likely or likely to return. Nine out of ten said they were likely to recommend the city to family and friends.
Comments from survey respondents talked about Wellington in glowing terms – “atmosphere is fantastic”, “vibrant city”,
“scenery beautiful”.
Wellington Mayor Kerry Prendergast says the report shows the Lions tour was fantastic for the city. “It was the biggest
party we’ve ever had. People came here from the UK and Ireland in droves, liked what we had to offer and are spreading
the word that Wellington is a brilliant holiday destination.”
Positively Wellington Tourism Chief Executive Tim Cossar says the report shows the value of hosting major events. “Large
events, when run well as the Lions game was, create a lasting positive image of the city among visitors that’s worth
millions of dollars in advertising.”
While the report did not examine the impact of the British Lions versus Vodafone Wellington Lions game, the gains from
that were also significant.
The Council’s Director of Recreation and Events, Derek Fry, says the Lions v Lions match produced greater returns than
an international Super 12 clash and would have pulled in as much as $5 million.
ENDS