The London 2012 Olympic Games and Paralympic Games present unrivalled opportunities to grow the London and Britain visitor economies.

With teams from 204 countries worldwide and a potential global television audience of over 4 billion spectators, the Games provide a great platform to reach into new markets. There is also a big opportunity here to boost domestic holiday taking and to create real appeal for the Britain and London brands in emerging markets.

But this will not happen automatically. A huge amount of effort and additional investment will be crucial to maximise the tourism benefit for the whole of Britain.

VisitBritain's vision for 2012

• To grow the UK visitor economy faster than would otherwise be possible
• To spread the economic benefits throughout the UK
• To boost both international and domestic tourism
• To create a truly world class tourism industry
• To secure a lasting legacy through sustained growth after 2012                        

The 2012 Tourism Opportunities

• Align and develop the Britain brand to appeal to emerging and younger markets
• Raise the profile of Britain and enhance awareness of the diverse tourism offering
• Win more events, conferences and conventions
• Attract new partners and sponsors to the tourism sector
• Improve the visitor welcome and the overall quality of the tourism product
• Increase skills and productivity
• Develop sustainability and accessibility in the visitor economy                        

Our year-by-year plan

      2007               Preparing the Ground
      2008               Taking the Baton
      2009               Building Momentum
      2010               Galvanising Britain
      2011               Inviting the World
      2012               Welcoming the World
      2013 onwards   Delivering the Legacy

More Information

Download VisitBritain and Visit London’s publication on the tourism opportunities of the London 2012 Olympic and Paralympic Games (PDF 982KB)

Visit the London 2012 website to see how preparations for the 2012 Games are progressing

See the Visit London website for more on London's plans for 2012

Link to Industry News - "London 2012 Announces Business Support Initiatives"

For further information on VisitBritain's work to realise the tourism potential for the Games please contact:

Robin Johnson
2012 Strategy & Communications
robin.johnson@visitbritain.org

Image above from London 2012

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