The 2024 Secto Rally Finland once again demonstrated the significant impact the World Rally Championship event has on the Jyväskylä region, both economically and in terms of image.
The August event brought an economic contribution of more than €20 million to the region, with direct tourism income of €15,2 million. This figure demonstrates the event’s significant contribution to the local economy and its ability to attract visitors from all over Finland and abroad. Year after year, the event is of key importance to the economy and tourism in the region.
Total of visitor experiences 260 000 – increasing economic benefits
In 2024, Secto Rally Finland had more than 260 000 individual visitor experiences and the Paviljonki Service Park 61 000 visitors. The event attracts large audiences year after year and is a strong attraction for the Jyväskylä region, which is also reflected in the commercial side.
More than 70% of visitors came from outside Central Finland and almost 3% of participants came from abroad. More than half of these out-of-towners stayed overnight in the area, adding to the positive impact of the event on local accommodation and service businesses. The average age of visitors was 37 years, and 35.3% of visitors were women.
The economic impact of Secto Rally Finland on the Jyväskylä region is very positive, with positive effects in many sectors such as tourism, services and infrastructure in the region. Kimmo Vainio, CEO of AKK, is pleased that the economic benefits of the rally will also have a long-lasting impact on the prosperity of the region.
-The rally raises the international profile of Finland, Central Finland and Jyväskylä. The economic benefits of the event are not limited to direct revenue, but also develop the region’s infrastructure. We are very pleased to see that the rally also benefits the wider economy of the region, says Kimmo Vainio.
Vainio stresses that the success of the rally is based on cooperation between different actors, including the City of Jyväskylä, local businesses and volunteers. As a result of this cooperation, Secto Rally Finland is also helping to strengthen the city’s brand and make it an attractive destination for an international audience.
– It’s great to see how well the city has capitalised on the event’s importance. It is not only a sporting event but also a powerful economic engine that brings visitors and business to the city, Vainio continues.
Jyväskylä praised as an event city – the impact of Secto Rally Finland is visible
According to feedback from visitors, Jyväskylä earned a high score of 8.38 (on a scale of 1-10) as a host city. This underlines the city’s position in the Finnish event scene and its reputation as an excellent host. 94% of visitors said they would attend the event again, and 84% were satisfied with the event. In addition, 66.17% would recommend the event to others, indicating its strong appeal.
– It is great to see how Secto Rally Finland is already attracting hundreds of thousands of visitors every year and delivering positive experiences. This shows that we have succeeded in creating an event that is genuinely significant both for the visitors and for the entire Central Finland region, says Tiina Lehmonen, promoter of Secto Rally Finland.
The Mayor of Jyväskylä, Timo Koivisto, is pleased with the financial results of the rallies, but also with the visibility that Jyväskylä once again received through them.
– Jyväskylä is known as a rally city and that is how we want to stay. The rallies are an important stimulus for the entire economy of the city. It is great to hear that the city was seen in a positive light by the visitors and we will do our utmost to maintain the good spirit in the city of rallies in the future. As such, we will certainly continue to work actively with the AKK to develop new corners, such as the free Ceremonial Start, in the coming years, making the rallies accessible to new audiences.
International visibility and media attention
As expected, the 2024 Secto Rally Finland attracted widespread international interest. TV broadcasts of the competition were shown in 53 countries, with a total audience of more than 58.1 million viewers. This underlines the importance of the event in the international motor sport environment.
Social media coverage was also impressive, with the event’s own channels attracting 7.4 million impressions and, together with the FIA and other rallying operators, reaching 81 million views. This comprehensive digital visibility shows that Secto Rally Finland reaches its audience across a wide range of channels.
Secto Rally Finland – More than a rally
Secto Rally Finland is the largest sporting event in Finland in economic terms, bringing millions of euros to the Central Finland region and supporting local business. The event was organised by around 4 500 volunteers, who created a unique event spirit and supported the activities of local sports clubs.
The Finnish round of the FIA World Rally Championship increases Finland’s international visibility by appearing on several media channels. The event is socially responsible, also contributing to environmental protection and community involvement, while promoting responsible tourism and sustainable development.
