The 2011 Rugby World Cup in New Zealand will bring in at least 70,000 fans and generate an extra $112 million in tax for the Government, says Tourism New Zealand.
The tournament was also likely to be watched by four billion people around the world.
"Television coverage ofthe (2003) Australian event reached a cumulative audience of 3.5 billion and was worth billions in advertising," Tourism New Zealand chief executive George Hickton said in the latest issue of Tourism New Zealand's magazine Tourism News.
He said as well as an estimated 70,000 fans, more than 2500 media and up to 2500 corporate and VIP guests would be in New Zealand for the tournament, now considered to be the third largest event in the world behind the Olympics and the Soccer World Cup.
Many would go on to explore other parts of the country.
Mr Hickton said a report released last year estimated the tournament would result in $476 million in direct expenditure in New Zealand, contribute $507m in additional gross domestic product to the New Zealand economy, and generate $112m in additional tax.
Media coverage would raise New Zealand's profile in countries which recognised New Zealand as a strong rugby playing nation but where it may not be fully appreciated for its tourism opportunities.
Mr Hickton said the marketing for the 2011 event had already begun with the launch of the Front Row Rugby Club, a virtual rugby supporters' club which would encourage fans to visit New Zealand in 2011, and the giant rugby ball venue in front of the Eiffel Tower in Paris.
Martin Snedden, the chief executive of Rugby New Zealand 2011, said while there were huge benefits to New Zealand, there were also risks.
The tournament would put significant pressure on the travel and tourism infrastructure for short periods in specific game venues and that would need creative thinking to deal with the challenge and to maximise the opportunities.
"We also need to ensure that as a country and an industry, it is clear to the rest of the global market that New Zealand will not be a closed shop during RWC 2011," he said.
