Secto Rally Finland strengthens its status as a world-class event – economic impact in Central Finland continues to grow

According to the study, tourism revenue generated by the event in the region rose from the previous year to €20.5 million, accompanied by a clear increase in its overall economic impact. The growth is largely the result of more international visitors and longer average stays in the region.

– The rally’s economic significance for our region is substantial. We are proud to have served as the rally’s home city for 74 years. The growth in international attendance aligns perfectly with our tourism strategy and is a very positive sign as we begin to prepare for next year’s jubilee edition, says Timo Koivisto, Mayor of Jyväskylä.

International attendance and overnight stays on the rise

At the same time, their average stay in the region increased to 3.65 nights (2024: 3.15 nights). The length of stay among other rally visitors also rose compared to the previous year. This development translates directly into higher tourism revenue and increased use of local services — benefiting not only hotels and restaurants, but also retail businesses and leisure services in the area.

– Secto Rally Finland is an outstanding example of how a major international sporting event can generate long-lasting value for an entire region. Beyond the economic impact, the rally strengthens Central Finland’s attractiveness and further elevates the global visibility of Finnish motorsport, says Kimmo Vainio, CEO of AKK.

Long-term investment in event experience pays off

The positive results also reflect the organiser’s long-term commitment to enhancing the spectator experience. Recent improvements include an upgraded Ceremonial Start and development of the Sunday programme to enhance live viewing.

A key highlight this year was the successful “Ouninday” finale concept, which added excitement to the closing day and encouraged visitors to stay in the region longer.

Spectators praise organisation and atmosphere

Visitors highlighted the rally’s organisation and world-class special stages as the standout strengths of the event. The atmosphere and spirit of Secto Rally Finland — long considered its trademarks — ranked as the second most appreciated aspect. Traffic management and safety arrangements were also rated highly.

Almost 90 % of attendees would recommend Secto Rally Finland to others, and nearly 94,7% plan to return in the future.

Jyväskylä residents value the rally’s impact

Local residents continue to view the event very positively. According to the study, people in Jyväskylä consider Secto Rally Finland to bring significant economic benefit as well as valuable national and international visibility to the region.

Finland’s World Rally Championship round has firmly established itself as one of the highlights of summer in Jyväskylä — and a flagship sporting event for the entire country.