The 2024 WRC Vodafone Rally de Portugal had an estimated economic impact of 183.3 million euros, 18.6 million (11.29%) more than in 2023, and reinforced Portugal's prominence as a leading destination in world motorsport.
The event generated 93.67 million euros in direct spending by fans, teams and organisers in the regions, 36% of which came from foreign visitors, 25% of whom were visiting the country for the first time.
These are the figures from a study by the University of the Algarve on the WRC Vodafone Rally de Portugal 2024, the flagship event of Portuguese motorsport organised by the Automóvel Club de Portugal, which has once again established itself as a strategic pillar of the national economy and tourism, boosting international projection and territorial cohesion. Held between 9 and 12 May in 14 municipalities in the North and Centre regions, the event had a transformative impact, combining economic development, media promotion and strengthening of territorial identity.
The event generated tax revenue of 22.6 million euros for the state
Over the four days, the event attracted around 1.2 million spectators and the average stay of 2.9 nights (3.2 nights for foreign tourists) exceeded the usual figures for the North (1.9 nights) and Centre (1.8 nights) regions, helping to reduce the seasonality of tourism and extending the economic impact beyond the days of the event.
In terms of tax revenue, the State collected 22.6 million euros, of which 13.6 million came from VAT and 9 million from ISP. This amount represents 24.1 per cent of the direct economic impact of the event, highlighting its importance for the national economy.
Significant media reach
The media reach of the Rally was equally significant: the total television broadcast time was 873 hours and 15 minutes, with 90 per cent of that time being broadcast live in more than 100 countries, consolidating its position among the most important events on the world sporting calendar. The foreign markets most impacted by the broadcast were Japan, Finland, Spain, Italy, the United Kingdom and Indonesia, joined by new emerging markets such as Turkey, Taiwan and Chile. The event's media exposure (AVE - Advertising Value Equivalent) was valued at 89.6 million euros, reinforcing Portugal's value as a tourist destination for major sporting events.
Portugal's image strengthened
The perception of Portugal's image across the regions involved was largely positive, with 94.8 per cent of domestic visitors and 96.9 per cent of foreign visitors classifying the destination as "good" or "very good". The destination was rated as beautiful, green and welcoming, with an emphasis on its nature and gastronomy. With regard to the organisation of the rally, the most mentioned words were spectacular, organised, adrenaline, emotion and conviviality. The majority, around 66 per cent, said they intended to return in the winter.