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Athletics

Britain set for '£2bn windfall' from Games

28/12/2006

The 2012 Olympic Games is set to deliver a marked increase in tourism to the UK according to new research, with up to £2 billion being ploughed into the economy.

Figures compiled by the Nation Brands Index on behalf of VisitBritain suggest the Games will see more visitors staying for longer, as the 'Olympic effect' kicks in.

Indeed, according to the statistics, there is already some impact on existing tourism, with the Games still over five years away.

Of the 35 different countries questioned, almost one in three had a majority who thought they would be more likely to visit as a result of the games.

In addition, those staying for sporting reasons tend to remain in a country for longer – with the average stay two weeks instead of just eight days.

China and Russia anticipated the biggest impact and, in total, a quarter of all respondents said they had been influenced by a sporting event or a sport in choosing a country to visit.

London Organising Committee chair Seb Coe, a former Olympian himself, commented: "London 2012 will be a once-in-a-lifetime opportunity for the UK to show all we offer.

"This research shows that the tourism benefits of hosting the Games will not just be realised in 2012; they have already started and will continue long after the final race has ended."

Tom Wright, chief executive of VisitBritain, estimated the Games could generate £2 billion for Britain's visitor economy, adding the event would be of particular importance in promoting the country to developing markets such as China and India.

More than 2.5 million overseas visitors watched or took part in a sport during 2005 according to the International Passenger Survey.

Germany's World Cup was among the biggest catalysts for tourism in the sporting world in 2006, with the event being credited for altering perception of Germany as a destination, as well as attracting tens of thousands for the event itself.



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