According to the study, the tourism revenue generated by the rally in the region has risen to €20.5 million. This growth is attributed largely to an increase in international visitors and, critically, a significant extension in their average stays.

A Major Boon for Central Finland

The study’s data shows a clear trend: international attendees are staying longer, with the average stay increasing to 3.65 nights, up from 3.15 nights in 2024. The length of stay for other rally visitors also saw an increase compared to the previous year. This development translates directly into higher tourism revenue, benefiting a wide array of local services, including hotels, restaurants, retail businesses, and leisure services.

The rally’s economic significance is substantial for its host city, which has served as the event’s home 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,” said Timo Koivisto, Mayor of Jyväskylä.

Strategic Investment Pays Dividends

This success is not accidental; it is the result of a long-term strategy by the organiser to enhance the overall spectator experience. Recent improvements include an upgraded Ceremonial Start and a redeveloped Sunday programme designed to enhance live viewing.

A key highlight this year was the successful “Ouninday” finale concept. This initiative was specifically designed to add excitement to the closing day and successfully encouraged visitors to stay in the region longer.

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

Acclaim from Fans and Residents

The focus on experience has resonated strongly with attendees. Visitors highlighted the rally’s high-quality organisation and its world-class special stages as the event’s standout strengths. The famed atmosphere and spirit of the event ranked as the second most appreciated aspect. Crucially, practical elements like traffic management and safety arrangements were also rated highly.

 This satisfaction translates into remarkable loyalty:

• Almost 90% of attendees would recommend Secto Rally Finland to others.
• Nearly 94.7% plan to return in the future.

This positive sentiment is mirrored by the local community. Residents in Jyväskylä continue to view the event very positively, recognising the significant economic benefit and the valuable national and international visibility it brings to the region.

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