THE 2026 McDonald’s Coral Coast Fiji 7s did not just bring in world-class rugby to Sigatoka but delivered a massive $18 million boost to the economy and global profile.
This reinforces the tournament’s status as one of the most influential sporting and tourism events in the South Pacific.
The 2026 tournament impact was generated through two powerful channels with the direct tourism economic impact amounting to $8.0 million
The event attracted international teams, supporters, media and rugby fans from around the world, creating direct spending across Fiji’s tourism ecosystem.
Key contributors included:
• International team expenditure: 24 international teams generated approximately $5 million in accommodation, transport and local services.
•Spectator spending: Over 15,000 fans attended the event, injecting approximately $2.5 million into the Coral Coast economy through accommodation, dining and tourism activities.
•Airline travel, tours & hospitality: Additional tourism-linked spending flowed through Fiji’s airlines, hotels, restaurants and excursion operators.
The tournament also generated remarkable international exposure through organic digital content and independent creators with the global visibility and earned media value at $10–11.4 million
Across official tournament channels alone:
• 7.6 million cumulative account reach
• 14.3 million video views
• 100% organic distribution (zero paid advertising)
• 82.8% international discovery exposure
Tourism Fiji partnership
Supported by Tourism Fiji, the event has evolved into a strategic showcase for Fiji.
“Tourism Fiji has played an incredibly important role in helping take this event to the world. Their belief in the platform and the storytelling around Fiji has allowed the Coral Coast Fiji 7s to grow beyond just a rugby tournament, it has become a global window into our people, our culture and our tourism experience,” Jay Whyte, Founder of the Coral Coast Fiji 7s and Managing Director of Sigatoka River Safari said in a press release.
Tourism Fiji CEO Dr Paresh Pant said the tournament perfectly aligns with Fiji’s strategy to promote the destination through world-class experiences.
“The McDonald’s Coral Coast Fiji 7s has evolved into a powerful showcase for Fiji on the global stage. Through the passion of rugby and the authenticity of the Coral Coast community, the tournament introduces millions of people to the spirit of Fiji. Tourism Fiji is proud to support initiatives that connect sport, culture and tourism in a way that drives real economic value for our country.”
The Coral Coast Fiji 7s remains unique among international sporting events given that entry is free for the people of Fiji, it is operated under a registered charitable trust, and local communities and volunteers are central to the event’s success
Held annually at Lawaqa Park in Sigatoka, the tournament has become a global meeting point for emerging international teams, Olympic stars, rugby fans and content creators.
The statement goes on to say that plans are already underway to further expand the tournament’s international reach and infrastructure capabilities as Fiji continues to strengthen its position as a world leader in rugby sevens and sports tourism.
Ravuka Sharks fans at the 2026 McDonald Corals Coast 7s at Lawaqa Park in Sigatoka. Picture: SOPHIE RALULU
