City could score £56m boost from Rugby World Cup
BIRMINGHAM is set for a bumper payday from the Rugby World Cup, with the two matches taking place at Villa Park estimated to be worth £56 million to the city.
The figure has been welcomed by Marketing Birmingham as the tournament fast approaches and is based on an in-depth report put together by global financial advisory and accountancy firm EY.
EY’s Economic Impact of Rugby World Cup 2015 report calculated Birmingham’s two fixtures at Villa Park – which see South Africa taking on Samoa on Saturday September 26 and Australia versus Uruguay the following day – will generate a £56 mil- lion economic impact for the city. The figure has been calculated by estimating the total number of domestic and international visitors as well as the wider and long-term economic impact for the city.
The analysis also takes into account infrastructure improvements around the event.
In addition, Birmingham is set to reap dividends in the long-term thanks to the high profile it will enjoy as one of the host cities, coming hot on the heels of this summer’s Ashes Test Match at Edgbaston.
This includes increased exposure to a global television audience and the potential it offers as a tourist destination.
When the World Cup was held in New Zealand in 2011 it was seen in 207 countries around the world and had a potential television audience of four billion people. There is also expected to be a strong business legacy for Birmingham with the visibility of the city’s name via the Villa Park fixtures offering a unique platform for promotion.
Emma Gray, of Marketing Birmingham, said: “With two leading rugby nations – Australia and South Africa – playing in Birmingham, the city’s name and image will be in the global spotlight.
“We are set to attract visitors and media from across the world, providing a valuable opportunity to showcase Birmingham to key international markets.
“Rugby fans and their families will find Birmingham and the wider region a great place to explore in September.
“Together with the brand new Grand Central shopping complex and Resorts World Birmingham, we have an enticing offer of attractions, great food, shopping and a broad range of accommodation options to suit every pocket.”
EY’s £56 million economic impact figure for Birmingham also includes secondary spending in the supply chain, as well as induced spend – the contribution of additional employees’ expenditure upon wider eco- nomic output.
GoEuro.co.uk, the search engine for comparing flights, coach and rail travel options across Europe, has estimated travel and tourism organisations in Birmingham – including local hotels, restaurants and bars – will earn more than £10 million from incoming visitors.