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VisitBritain sees ‘tangible benefits’ from London Olympics
VisitBritain has disputed claims that hosting the Olympic Games will stall tourism growth.
The national tourism agency today responded to the claims made by the European Tour Operators Association (see previous TravelMole story).
Research commissioned from VisitBritain suggests the 2012 Games in London could generate around £2 billion for Britain’s international visitor economy.
“The majority of this economic benefit will not come during the six weeks of the Games themselves, but in the window of opportunity that will be created before and after the Olympics and two thirds of the revenue is forecast to be generated in the post–Games years 2013-2017,†VisitBritain said.
“Realising the very tangible tourism benefits of the Olympics requires a properly researched strategy and investment and work on this has been in place since London’s winning bid.â€
VisitBritain, Visit London and the Department of Culture Media and Sport are working together following an industry-wide consultation to drive a “clear and comprehensive strategy†to ensure that the Olympic and Paralympic Games do bring a lasting benefit to the UK’s tourism industry.
“The Olympics is the world’s most watched sporting event and provides Britain with the opportunity to make a step change to our tourism industry and its image overseas,†VisitBritain said.
“Britain’s image can be re-invigorated and the country’s appeal broadened to younger travellers and viewers in new markets who do not have strong ties to Britain.
“To remain internationally competitive it is important that we attract visitors from these fast-growing markets.
“The opportunities that the Games present are immense.â€
Media exposure is beyond televised sporting events – unaccredited media do not have access to cover sports and so will be interested in coverage of Britain, the tourism agency claimed.
More than 10,000 unaccredited media visited Athens during the 2004 Games.
“Additionally, the buzz that is created around London and Britain winning the Olympic Games makes it easier to attract other business and sporting events and this impact is already being seen.
“We also anticipate that hosting the Games will act as a catalyst for accelerating improvements in skills, quality and accessibility to ensure that Britain continues to offer a world-class product.â€
by Phil Davies
Phil Davies
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