VisitBritain and Visit London have commissioned a report by Oxford Economics that quantifies the potential contribution of the London 2012 Olympic and Paralympic Games to UK tourism over the period 2007 to 2017 through a comprehensive analysis of previous mega sporting events (including Olympic Games) held in Europe in the last fifteen years.

Results were obtained for a central-case scenario and for two alternatives scenarios reflecting ‘low’ and ‘high’ figures.

Under the central-case scenario, the Games are forecast to generate tourism gains totalling £2.34bn (at 2006 prices) over the period 2007-17 for the UK as a whole, of which £1.85bn is for London.

Once allowances for displacement effects are made (people leaving or avoiding London/UK because of the Games), the contribution is still £2.09bn for the UK, including £1.47bn for London.

The central figure sits within a range of pessimistic and optimistic forecasts, ranging from £1bn to £2.9bn in additional tourism benefit.

Within the central figures, a legacy effect for the post-Games period (2013-17) worth £1.27bn is forecast for the UK. These gains are generated largely by higher numbers of visitors from emerging markets for UK tourism (primarily China, India and Russia), who decide to visit the country/city as a consequence of the media exposure and publicity associated with the Games.

You can download the executive summary to the report here (PDF 43KB)

To request the full version of the study please contact Robin Johnson