21 May 13
The International Rugby Board (IRB) has announced the dates for the HSBC Sevens World Series 2013/14, with another season set to kick off on Australia's Gold Coast and climax in London, England.
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 700,000HKD annually (Hong Kong residents). Most spectators are male (74% of those surveyed), married (57%) and have children (80%).
A great experience
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 the city.
"Year after year, the Cathay Pacific/HSBC Hong Kong Sevens goes from strength to strength and remains our premier sporting event and the embodiment of Hong Kong as Asia's World City," Gregory added.
Giles Morgan, HSBC's Group Head of Sponsorship & Events, said, "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 all levels."
Spectator survey at Hong Kong Sevens 2011, conducted for the Hong Kong Rugby Football Union by Synovate.
Financial & Tourism Impact of the Hong Kong Sevens 2011
• 21,931 overseas spectators at the 2011 Sevens
• The average overseas Sevens spectator stays for 6 days.
• Average annual income among overseas attendees was US$125,400
• Average spend by each overseas visitor: HK$12,873
• Direct economic benefit for Hong Kong from overseas visitors alone: nearly $282 million
• 37% of overseas spectators at the 2011 Sevens were attending the event for the first time.
• 81% of spectators rated their overall satisfaction with the Sevens as 8 or more out of 10. Average score was 8.5.
• 73% of spectators who had attended other international sports events, such as the World Cup, Olympic Games and Wimbledon, rated the Sevens as 8, 9 or 10 out of 10 by comparison.
• 97% of spectators would recommend the event to friends and relatives.
• 90% of spectators said they were likely or certain to attend the 2012 Sevens
• Average size of visiting group: 4.0 people
• Sevens visitors to Hong Kong rated their experience here 8.6 out of 10, on average, with more than four-fifths (86%) awarding it 8, 9 or 10 out of 10. The Sevens had enhanced that satisfaction for fully 85% of them.
Among locally resident spectators:
• 98% say the Sevens effectively promotes Hong Kong tourism
• 97% say the Sevens effectively promotes Hong Kong's image and reputation