The exceptional performance of the Fijian Drua in the 2023 Super Rugby Pacific competition not only brought honour on the field but also resulted in a significant windfall of £23 million ($F67.1 million) for the Fijian economy, as reported by The Fiji Times.
The Economic Benefits Study of Sports Tourism in Fiji, which focused on the Fijian Drua’s 2023 Super Rugby Pacific season, unveiled the substantial impact of the team’s success. The study, conducted by Tourism Fiji in collaboration with the Market Development Facility and consultant Barry Burgan, highlighted that direct expenditure from game attendees and event operations reached $F67.1 million.
The home matches of the Drua, which are set to commence their 2024 campaign on February 24 with seven games split between Lautoka and Suva, led to the creation of employment opportunities for 21,000 individuals, which is equivalent to 520 full-time jobs.
The report also revealed that a record-breaking 58,942 individuals attended the Fijian Drua Super Rugby Pacific games in the 2023 season, with 21 percent of attendees being international visitors. This international influx injected vitality into the local economy, with visitors spending an average of $F6,837 during their stay, amounting to a total expenditure of $F40 million.
Furthermore, the domestic impact was substantial, with games generating significant visitor nights and spending among local tourists. The report indicated that domestic tourism was also positively influenced, with games resulting in 20,970 visitor nights and spending of $F2.35 million among local tourists.
Brent Hill, the chief executive of Tourism Fiji, emphasized that this surge in spending from 4676 new visitors also generated 40,328 overseas visitor nights, providing a considerable stimulus to Fiji’s tourism industry. Notably, visitors spent an estimated $F5.6 million in attending games, and there was an estimated $4.5 million in forgone spend from Fijians who intended to travel abroad to attend games if they were not held locally.
Moreover, participant-created expenditure and the total estimate of created expenditure amounted to $18.1 million, thus stimulating Fiji’s Gross Domestic Product through direct and induced effects of $11.5 million and creating 242 new full-time equivalent job opportunities for Fijians.
The report’s findings illustrated the substantial economic benefits the Fijian Drua’s success in the Super Rugby Pacific competition has yielded for Fiji, showcasing the influential role that sports tourism and international events can play in contributing to the country’s economic growth and development.
The success of the Fijian Drua has not only brought pride to Fiji on the rugby field but has also profoundly impacted the country’s economy, demonstrating the significance of sporting events in driving economic growth and creating employment opportunities.
The impressive figures presented in the report highlight the substantial financial impact of the Fijian Drua’s achievements, and it underscores the potential of sports tourism as a catalyst for economic development in Fiji.
This revelation not only celebrates the sporting success of the Fijian Drua but also underscores the immense potential of sports tourism in driving economic growth and promoting employment opportunities in the country.
Sports tourism is a powerful driver of economic growth and development, and the success of the Fijian Drua serves as a testament to the significant impact that sports events can have on a nation’s economy and local communities.