DPWTC delivers huge Dubai windfall

Joy Chakravarty 10:25 09/04/2014
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  • Golden touch: Henrik Stenson (second left) was not the only big winner at DPWTC last year.

    The 2013 DP World Tour Championship delivered a total economic impact of $324 million (Dh1.18bn) for Dubai, including gross economic benefit of $44 million (Dh116m).

    According to an independent research commissioned by tournament organisers, The European Tour, the marketing benefit for the Emirates through global television exposure was $280m (Dh1bn).

    That figure was derived from analysing 1,220 cumulative live hours across 51 broadcasters with a global audience reach of 458m households.

    Researchers from Repucom, an international marketing research agency, surveyed a sample of the 55,000 spectators who attended the DP World Tour Championship at Jumeirah Golf Estates to reach their economic impact findings.

    Spectator expenditure topped the direct economic impact to the city, at 73 per cent.

    Contractors were the second most significant group, contributing 15 per cent of the value, while the remaining amount was spent by hospitality guests, media, volunteers, manage-ment, staff, and the players.

    Key findings:

    ► 31 per cent of spectators were from outside Dubai.
    ► 43 per cent of them were ‘Primary Visitors’ – the DP World Tour Championship was their main reason for travelling to Dubai.
    ► 85 per cent of spectators that used paid-for accommodation stayed in hotels, and 12 per cent stayed in serviced apartments for an average of three nights.
    ► 49 per cent of Primary Visitors spent money away from the event on shopping and other tourist attractions and entertainment during their stay.

    The research also revealed that 27 per cent of the Primary Visitors travelled to Dubai via Emirates – a Premium Partner of the event – and 40 per cent of spectators said they would definitely return to play golf at Jumeirah Golf Estates in the future as a result of attending the event.

    This sentiment will have a knock-on effect on other Dubai golf courses, therefore benefitting the Dubai economy even further.

    Mohammed Sharaf, Group Chief Executive Officer of DP World, said: “We are very proud to be part of such a significant global sporting event and that the findings demonstrate the scope and scale of the positive impact the tournament has on the economy and global awareness of Dubai.”

    Nick Tarratt, Director at European Tour International's Dubai office, said: “This is the first time we have produced such an Economic Impact Study report for the DP World Tour Championship.

    “We should have done it sooner. These are impressive and important statistics that are essential tools for our ongoing discussions and to share with our partners whether government, quasi-government and private organisations.”

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