All Blacks vs France Test Delivers $13.2M Economic Boost and Showcases Dunedin's Event Excellence
Forsyth Barr Stadium proves its worth as premier destination with sold-out international rugby spectacle.
Dunedin Venues Management Ltd today announced that the sold-out All Blacks vs France rugby test match held at Forsyth Barr Stadium on 5 July generated a substantial $13.2 million direct economic impact for the city, reinforcing the venue's position as one of New Zealand's most valuable sporting and entertainment destinations.
The international fixture attracted a sell-out crowd to the city's iconic covered stadium, with an impressive 68% of attendees travelling from outside Dunedin. Visitors came predominantly from Canterbury, Otago, and Southland regions, with 96% stating they travelled specifically for the match.
Record-Breaking Visitor Spending
The economic analysis revealed exceptional visitor engagement, with out-of-town guests staying an average of 1.8 nights and spending $736 per person – marking one of the highest average expenditures recorded across major events at Forsyth Barr Stadium.
"With over $13 million in direct visitor spending and 87 job-years supported, this event proves the stadium's ability to deliver real value to our city and region," said Paul Doorn, CEO of Dunedin Venues Management Ltd. "We're proud to continue hosting world-class events that bring people together and boost our local economy."
The economic benefits extended across multiple sectors, including accommodation, hospitality, retail, and transport services throughout the greater Dunedin area.
City-Wide Celebration
The match experience transcended the stadium boundaries, with a highly successful activation in the historic Octagon featuring a marquee, pop-up bar, live entertainment, and a traditional pipe band procession leading fans to the venue.
"The Octagon activation was an outstanding success and a testament to the city getting behind major events," said Dan Hendra, Events Team Lead.
"It created a festival atmosphere that brought locals and visitors together and showcased Dunedin's ability to deliver memorable experiences from the city centre to the stadium gates."
Exceptional Visitor Satisfaction
Post-event surveys demonstrated the quality of the Dunedin experience, with 95% of attendees expressing satisfaction with their visit and an outstanding 90% indicating they would return for future events at the venue.
Sian Sutton, Destination Manager at Dunedin City Council, highlighted the broader significance of these results: "The influx of out-of-town guests, high satisfaction rates, and strong local business engagement show that major events here are more than just entertainment – they're economic drivers. We look forward to continuing to support and grow this success in our venues and though a vibrant city-events program."
Looking Forward
Forsyth Barr Stadium's momentum continues with upcoming attractions including two Hot Wheels Monster Truck shows and the popular Craft Dunedin Beerfest, events set to bring thousands more visitors through the gates in the coming months.
The stadium remains a cornerstone of Dunedin's event strategy, leveraging its unique covered design to consistently deliver high-quality experiences regardless of weather conditions while generating substantial economic returns for the region.