Nokian Tyres IRONMAN 70.3 event boosted Lahti’s economy by €2.1 million
The impact of the Nokian Tyres IRONMAN 70.3 Finland 2018 was analysed by Sportcal as part of the sports market intelligence provider’s GSI Event Studies Programme. Sportcal also produced an impact report on the FIS Nordic World Ski Championships Lahti 2017. Both studies were funded by the Finnish Ministry of Education and Culture and use a consistent methodology, enabling accurate comparisons of data.
“It’s important to know the overall economic impact on the region generated by an event, particularly if public funds were used to organise the event. This increases transparency, which is important from the citizens’ perspective. When we know the input-output ratios of events, it is easier to evaluate the big picture and the municipalities’ internal investments in various areas,” said Hannu Tolonen, Senior Adviser at the Ministry of Education and Culture.
The direct economic impact of €2.1 million illustrates the purchasing power of triathlon enthusiasts, but the event also created an international exposure platform for Lahti and the region.
“In addition to assessing the economic impact, it is justified to also consider the national and international visibility gained from hosting an event. IRONMAN is one of the best-known sporting event brands internationally. The event is also an excellent match with Lahti’s profile as a green city,” added Janne Leskinen, Expert, Major Events at the Finnish Olympic Committee.
The participants provided very positive feedback on the organisation of the event. The international visitors who came to Lahti from 42 countries and six continents gave the host city a rating of 4.48 on a scale of 1-5.
“The event brought some 2,300 international visitors to Lahti. They spent an average of 3–4 days in the region and made a diverse use of the region’s accommodation and restaurant services. The event boosted the region’s entire economy and it was a great fit with the international tourism growth strategy in the Lahti region,” said Raija Forsman, Managing Director of Lahti Region Oy, a regional marketing and sales organisation that played an active role in the process of securing the hosting rights to the event.
According to Tiina Boman, Race Director of the Nokian Tyres IRONMAN 70.3, the arrangements for next summer’s edition of the race are already well underway. The aim is to deliver an even better experience for nearly 1,500 triathletes and 20,000 spectators.
“Everything will be much easier the second time around. Our general approach to organising the event will be in line with what we did in 2018. In the harbour area, we will make some minor changes to improve the accessibility of restaurant services and make it easier for people to watch the race,” explained Boman.
- The race drew 1,459 athletes from 42 countries and six continents
- It is estimated that the race was watched at Lahti harbour and along the race route by some 20,000 people
- The event attracted more than 2,300 visitors to Lahti (over 1,700 domestic visitors and over 600 international visitors)
- Each international participant brought along an average of 1.45 people and the international visitors stayed in the region for an average of 4.25 days. Domestic race participants from outside Lahti brought an average of 1.87 people with them and stayed for 2.64 days on average
- The event generated a total of 4,330 overnight stays in the city
- The event’s direct economic impact on Lahti was EUR 2.1 million
- 91% of the participants were satisfied with the event
- 61.5% of the participants indicated they will probably take part again next year