It is the biggest match in cricket and one of the world’s most-watched sporting events – and the opening Ashes test could boost the Cardiff region to the tune of £24m.
The eyes of the sports fans across the globe will again be on the Welsh capital as the city limbers up for the first Investec Ashes test between England and Australia next week.
The two sides are preparing to step out at the SSE Swalec Stadium for the opening day of the latest edition of the sport’s oldest rivalry on Wednesday.
And the fixture is set to hand a major boost to both the city’s profile and the local economy according to research by Cardiff Metropolitan University and the Mandix Consultancy.
The research found international fixtures and other high-profile events being held at Sophia Gardens added £19m to the capital region each year – but the prestige of an Ashes test is likely to secure an extra £5m during 2015.
Brian Morgan, professor of entrepreneurship at the university, said: “International cricket in Cardiff not only helps promote the city to a global television audience of millions, it also has more immediate and direct effects on the economy of the Cardiff Capital Region.”
The research also found about half of visitors to major international events held at the stadium came from outside the capital region – with a third staying here overnight.
Richard Platts, chairman of the Cardiff Hoteliers’ Association (CHA), which represents 22 establishments in the capital, said that decision would be another shot in the arm for the local tourism industry.
He said: “The supporters coming to the city will have a great all-round effect for everyone, from taxis to restaurants to hotels.
Among those initiatives is a special Welsh and Australian themed dish which will be served in CHA hotels.
Mr Platts also said Cardiff had been boosted by a series of high-profile events to be held in the city. One Direction and the Manic Street Preachers played in Cardiff on the same weekend last month and rugby fans are set to pour into the city for the World Cup in the autumn.
The capital’s hosting of the opening test of the Ashes summer has also been hailed by the city council.
“Cardiff is both proud and excited to be welcoming back the Ashes for what is set to be an exceptional occasion for the city,” cabinet member Peter Bradbury said.
“With thousands of visitors from all over the UK and Australia coming to Cardiff to watch world-class cricket we can expect a positive boost to the local economy with hotels, restaurants and retailers all benefiting from the event.
“Additionally, as the test matches are broadcast internationally, we can expect to attract a global audience all casting their eyes on the capital as we showcase our culture, landscape and what a fantastic visitor destination Cardiff continues to be, particularly as a host city for some of the world’s best major sporting events.”
No Welsh players are in the current England squad but some players have vowed to attempt to hone their Welsh-language skills during their Cardiff visit.
The Tafwyl Festival, which takes place at Cardiff Castle this weekend, will welcome England squad members on Sunday between noon and 1pm to get to grips with some Welsh sentences.