VisitBritain, the UK’s national tourism agency, has begun a massive marketing campaign to build on the legacy of what most people consider to be the best games ever – London 2012.
"Britain has captured the imagination of the world – now we need to capture their holiday bookings," said Sandie Dawe, chief executive of VisitBritain.
She added, "We know that the tourism legacy of hosting the Games is not a given and needs to be worked for. We are embarked on our biggest ever marketing programme."
In an 18 month period Visit Britain will have invested around £35m promoting Britain in its priority markets and is launching a major campaign with its industry partners – airlines, hotels and tour operators – offering deals "to ensure people who have seen Britain on their screens book their trip".
"Every year overseas visitors contribute £18bn to the British economy – twice the cost of staging the Games – and we want to make sure that we continue to compete internationally," said Dawe.
