The public interest in the ten-match series, and the impact of the arrival of 37 000 visitors from Britain and Ireland, generated R1,47bn in direct and indirect value to the travel and tourism gross domestic product (GDP) of South Africa.
The six-week tour produced close to a tenth (8,95%) of South Africa's annual tourism GDP (based on 2008 figures) said the survey prepared by Octagon Marketing in conjunction with Kamilla-SA Sport and Tourism Consultancy and Umcebisi Business Advisors.
The study also reported that there were high levels of satisfaction expressed by respondents with both the event and South Africa as a sports tourism destination.
"A Lions Tour ranks only behind the Rugby World Cup in terms of its scale and appeal," said Andy Marinos, acting managing director of SA Rugby.
"Such a tour places significant demands on a rugby union and its member unions but also brings many benefits.
"One of the most profound is the economic impact it has on the hosting nation. Preparing, hosting and moving around large numbers of rugby fans is a complex exercise but the most pleasing thing is that the large number of overseas visitors had an outstanding experience in South Africa."
The survey was conducted among 812 overseas and South African rugby tourists who spent at least one night outside their city of residence during the tour. The study found that supporters spent on average R44 622 during the Series and stayed for an average of 16 days.
The majority of respondents (70%) were experiencing their first Lions tour, making up a large part of the 17 500 travel packages that were sold.
"A Lions Tour is a win-win for all concerned," said Marinos. "The host nation's economy benefits, the travelling supporters have an unforgettable experience to see the most keenly contested rugby there is and the tour is a financial success for the Lions, the host union and the provincial unions, sponsors and broadcasters."
Sapa
