Economic Impact Study of Ireland-Scotland Rugby International
In 1997 Dublin Chamber of Commerce commissioned a study into the Five Nations
rugby international between Ireland and Scotland at Lansdowne Road. The match
attracted a total of 47,500 spectators. The aim of the study which was undertaken
by Fitzpatrick Associates was to estimate the impact of the expenditure by non-Dublin
residents who were visiting the city to attend the match.
Survey of Visitors to Dublin
As part of this study a survey undertaken by Lansdowne Market Research
was commissioned to analyse the profile and spending patterns of visitors. Prior
to the match 326 non-Dublin residents were interviewed in the streets approaching
Lansdowne Road. The survey first sought to identify where visitors to the capital
had come from. Visitors from outside the state bring valuable foreign revenues
into the economy. Table 8.3A suggests that 71 per cent of all visitors to the
capital for the rugby match came from outside of the Republic.
Table 8.3A Area of Residence of Visitors
Area of Residence Percentage
Rest of Ireland (Republic) 28
Northern Ireland 16
Scotland 32
England 20
Other European 2
Other 1
Source: Lansdowne Market Research
The personal and social profile of visitors can have a significant bearing
on their value to Dublin in terms of expenditure. For instance older people
may have more disposable income while females may be more inclined to spend
money in the capital's shops. Table 8.3B presents data on the sex of visitors
to the capital. As might be expected for a rugby match the majority were male.
However females constituted a significant minority of 14 per cent. 1
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Table 8.3B Sex of Visitors Sex Per Cent
Male 86
Female 14
Source: Lansdowne Market Research
Table 8.3C presents data on the age of visitors to the capital associated
with the rugby international. Of those surveyed 49 per cent were between 15
and 34 while 50 per cent were aged 35 and over.
Table 8.3C Age of Visitors Age Percentage
15-24 21
25-34 28
35-54 43
55+ 7
Source: Lansdowne Market Research
Table 8.3D presents data on the social class of visitors to the capital. Among
those surveyed the category most represented was C1 while 79 per cent of respondents
were in either the AB or C1 categories.
Table 8.3D Social Class of Visitors Age Percentage
AB 34
C1 45
C2DE 17
F 4
Source: Lansdowne Market Research
Table 8.3E presents data on the length of stay of visitors and the residence
of individuals according to length of stay. A quarter of all respondents were
visiting Dublin for one day only 2
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without an overnight. Sixty-five per cent of all visitors were staying in Dublin
for at least two days. Ninety-eighty per cent of visitors from Scotland were
staying for two days or longer while eighty per cent of all other non-Irish
visitors were staying for two or more days.
Table 8.3E Length of Stay of Visitors Residence
Length of Stay Per Cent Republic of Ireland All Other Scotland
One day 34 71 20 3
no overnight (25) (60) (11) (1)
with overnight (9) (11) (9) (2)
Two days 31 21 35 37
Three days 21 3 28 34
Four days or more 13 4 17 27
Source: Lansdowne Market Research
It is useful to compare the survey results in terms of generating longer-term
stays with other short stay tourism niches. For example a recent Indecon survey
found that 38 per cent of individuals on stag/ hen trips stayed for three or
more days and only 5 per cent stayed for four or more days. These findings contrast
with the data in table 4.5 above which shows that 61 per cent of Scottish rugby
visitors stayed for three or more days and 27 per cent for four or more days.
Of all other out-of-state visitors for the match 45 per cent stayed for three
or more days and 17 per cent for four or more days. It is important when considering
the economic impact of specific events to establish if it is in fact that event
which has brought the visitor to the city. Therefore the survey elicited information
from visitors on the primary reason for their visit to Dublin. Table 8.3F shows
that 92 per cent of respondents stated that the main reason for their visit
was to attend the match.
Table 8.3F Main Reason for Visit
Main Reason for Visit Per Cent
Match 92
Other 8
Source: Lansdowne Market Research
The survey asked visitors for details on their spending while in Dublin. The
data presented in Table 8.3G show that the average overall expenditure for all
visitors to the city was £275.
Visitors from Scotland spent an overall average of £407 whereas all other out-of-state
visitors spent an average of £342. The largest category of average expenditure
for all visitors was
accommodation, followed by food and drink and entertainment. 3
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Table 8.3G Expenditure of Visitors Residence
Average Expenditure £
Republic of Ireland £
All Other £
Scotland £
Accommodation 128 44 137 147
Food/ Drink 119 59 142 162
Entertainment 66 32 78 80
Shopping/ Gifts 59 67 58 63
Local travel 26 13 28 32
Other 42 37 44 44
Overall 275 99 342 407
Source: Lansdowne Market Research
Apart from attracting tourists for one-off occasions, major sporting events
may play a role in encouraging visitors to return to Dublin in the future. Those
interviewed in the survey were asked how their experience in the city on this
visit had changed their likelihood of returning in the future. A majority of
respondents (63 per cent) indicated they were more likely to return suggesting
a positive experience associated with the rugby trip.
Table 8.3H Likelihood of Coming to Dublin Again -Visitors from Outside the
Republic Likelihood Per Cent
More likely 63
No difference 33
Less Likely 1
Not Sure 3
Source: Lansdowne Market Research
To summarise, the results of the survey suggest the following characteristics of visitors to Dublin associated with the rugby match:
. 71 per cent of non-Dublin respondents came from outside the state.
. The visitors were predominantly males of all ages and were mostly from the
higher socio-economic groups. 4
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. 65 per cent of all visitors were staying in Dublin for at least two days;
98 per cent of visitors from Scotland and 80 per cent of all other non-Irish
visitors were staying for two or more days.
. Average expenditure for all visitors to the city was £275.
. 63 per cent of visitors from outside the state were more likely to return in the future.
Economic Impact of Visitors
The study of the economic impact of the match was based on the survey
results outlined above. It focused on the expenditure of visitors to Dublin
attending the match. It does not include other accompanying individuals not
attending the match. In order to establish the area of origin of all visitors
the survey findings regarding area of residence were applied to the official
match attendance figure. Table 8.3I shows the game attracted 24,816 visitors
to Dublin. Of these 17,889 were from outside the state.
Table 8.3I Estimated Area of Origin of Those Attending Match Area
of Origin Number Per Cent
Dublin residents 22,684 47.8
Resident elsewhere in Ireland 6,927 14.6
Out-of-state visitors (including Northern Ireland) 17,889 37.7
Total 47,500 100
Source: Dublin Chamber of Commerce/ Fitzpatrick Associates
In order to estimate total expenditure of visitors to Dublin attending the
match, average expenditure figures derived from the survey were applied to the
breakdown of attendance outlined above. Where the match was not the main purpose
of an individual's visit to Dublin 30 per cent of their expenditure was attributed
to the match. Expenditure by overseas visitors on Irish carriers was estimated
using the CSO figure for average expenditure by overseas visitors on Irish carriers
in 1996 and the estimates of overseas attendance derived from the survey.
Table 8.3J presents the findings of the study regarding estimated total expenditure.
Overall expenditure associated with the match by non-Dublin residents is estimated
at £7. 3 million. Visitors from outside the state spent an estimated £930,000
on Irish carriers travelling to Dublin and a further £5. 7 million during their
stay in the city.
Table 8.3J Expenditure by Visitors to Dublin Attending the Match Area of
Origin Expenditure, £
Resident elsewhere in Ireland 660,000
Out-of-state visitors 5,700,000
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Spending on Irish carriers 930,000
Total 7,290,000
Source: Dublin Chamber of Commerce/ Fitzpatrick Associates
In order to estimate the impact on national output (GNP) and employment, standard
tourism economic impact "multipliers" were applied to the expenditure outlined
above. The aim of this exercise was to establish the overall effect of new expenditure
taking into account the full cycle of additional spending as the money is passed
on through the economy in subsequent exchanges. For instance this would include
additional income to suppliers of hotels and restaurants catering for the visitors.
The study applied four types of multiplier to reflect the different impacts
of expenditure at each stage of the cycle. These stages are:
Direct -this refers to the economic impact of the initial round of tourism
spending e. g. employment created in restaurants located close to the rugby
grounds;
Indirect -this refers to the impact of expenditure by individuals/ enterprises
that supply those benefiting directly from the initial tourism spending e. g.
employment created in fresh-food suppliers;
Induced -this refers to the economic impact created by the follow-on
expenditure of incomes earned by direct and indirect recipients of tourism expenditures;
Government recycling -this refers to the economic impact of expenditure
of exchequer income received as a result of the tourism expenditures i. e. in
the form of taxation revenues. These multipliers were initially applied at a
national level. In order to estimate the impact on employment and income in
Dublin alone the study calculated the regional distribution of the total economic
impact. All of the direct economic impact was assumed to occur in Dublin. In
the case of the indirect, induced and government recycling impacts it was assumed
that 31 per cent of the impact on employment and 38 per cent of the GNP contribution
benefited Dublin alone. Table 8.3K presents estimates of the impact on employment
at a national level of the expenditure associated with the match. A total of
317 jobs are attributed to all impacts resulting from expenditure from all sources.
Of these 295 are created by spending by visitors from outside the state.
Table 8.3K National Employment Impact -Number of Jobs Attributable to Cumulative
Impacts Impact
Source Direct Direct & Indirect Direct, Indirect & Induced Direct, Indirect,
Induced & Government Recycled
International Tourism 142 209 247 268
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Carrier Receipts 12 19 24 27
Domestic Tourism 14 22 22 22
Total 168 251 293 317
Source: Dublin Chamber of Commerce/ Fitzpatrick Associates
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