Sports brings tourists and money
SPORTS has played a major role in enhancing tourism in Fiji - due to the amount of tourists that are coming in the country when there's a home-ground match.
An example would be during the Drua matches, Netball competitions and other games - where overseas teams are playing on our home grounds, attracting overseas audience to visit Fiji and watch the games live.
In a report in this newspaper in December on An Economic Benefits Study of Sports Tourism in Fiji: A case study on the Fijian Drua 2023 Super Rugby Pacific season, exciting revelations discovered the significant economic and societal advantages that arise from hosting major sporting events in Fiji, pointing towards a promising future for the nation's tourism sector.
It was conducted to provide an economic impact evaluation of the Super Rugby events hosted in Fiji in 2023 – as an example of what sports tourism strategy can achieve.
Tourism Fiji, in collaboration with the Market Development Facility and consultant Barry Burgan indicated that the direct expenditure associated with game attendees and event operations reached $F67.1 million.
"A record 58,942 individuals attended the Fijian Drua Super Rugby Pacific games in its 2023 season and notably, 21 per cent of these attendees were international visitors which in return inject vitality into the local economy," the report stated.
"Crucially, this study emphasises the invaluable impact of international visitors, who, on average, spent $F6,837 during their stay, contributing to a total expenditure of $F40m.
"The domestic labour and economic impact are also substantial, contributing $F11.5m to new local incomes and creating 242 full-time equivalent jobs."
Notably, the report indicated that domestic tourism is also positively influenced, with games generating 20,970 visitor nights and spending of $F2.35m among local tourists.
Tourism Fiji chief executive Brent Hill said this influx of spending from 4676 new visitors also generated 40,328 overseas visitor nights, providing a considerable stimulus to Fiji's tourism industry.
He said sports tourism would not only boost the local economy but also diversify and extend tourism benefits.
Mr Hill, who has been at the helm of the government's tourism marketing arm, also explained that such a comprehensive study would allow exploring innovative strategies, especially during shoulder periods, to sustain the momentum and continue diversifying tourism experiences and ensured Fiji remained a compelling destination for visitors throughout the year.
Fijian Drua chief executive Mark Evans saw the team's success in the 2023 season as a testament to the potential of sports tourism for economic and societal growth in Fiji.
The study also discovered that 552 overseas visitors attended as spectators to at least one game in the Fiji Drua season (9,936 attendees).