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The world watches as London accepts the Olympic flag from Beijing and Britain becomes host nation of the next summer Olympic Games and Paralympic Games in 2012.
 
The occasion marks the start of Britain’s four-year Cultural Olympiad, celebrating the best of the nation’s culture, and the opportunity to present Britain’s appeals to a global audience. For the UK’s national tourism agency, VisitBritain, the handover marks the first stage in its strategy to spread the economic benefits of the Olympics throughout the UK and raise the profile and awareness of Britain as a leading tourist destination.
 
Now that the world’s attention moves from China to Britain, VisitBritain’s global network of offices will promote the nation as the place for watching and participating in sport at all levels, for events and for experiences, attractions and destinations with a unique blend of historical and contemporary culture. Thanks to the Olympic Games in 2012, Britain’s visitor economy could benefit to the tune of an extra £2 billion¹.
 
One in ten² visits from overseas – 4.7 million and 14 per cent of the total – involve watching a sporting event or taking part in sporting activities. Although they travel from the other side of the world, visitors from Australia and New Zealand live up to their reputation as ‘sports mad’ with 28 per cent of New Zealanders and 25 per cent of Australians watching or participating during their stay. Sport is also a way of attracting the attention of visitors from emerging markets where year on year growth often exceeds that from more mature economies. 16 per cent of Brazilians, 15 per cent of Malaysian, 14 per cent of Czech and 13 per cent of Russian visits involve sport – all higher percentages than the French, Germans, Japanese and Italians.
 
 
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VisitBritain chief executive, Tom Wright says: “Britain is a sporting nation: our reputation has been earned in part by the popularity of our world-renowned events, as well as experiences, accommodation and attractions at destinations in every nation and region. Britain’s Olympic Games in 2012 – and the four years leading to it – are a wonderful opportunity for us to present the character and assets of our destinations and experiences to the world.”
 
According to recent VisitBritain research, more than a fifth (22%) of potential visitors strongly agree that they are more likely to want to visit Britain in the next few years because London will host the 2012 Olympics. Tourism gains are expected to come largely from emerging markets inspired by increased media exposure and publicity associated with the Games. Indeed, hosting the Games makes Britain particularly appealing for emerging markets China, India, Malaysia, Mexico and South Korea.³
 
To showcase Britain’s sporting assets, VisitBritain has launched a new film that promotes Britain’s sporting heritage, showcasing an exciting and inspiring, modern, 21st century destination. It will be shown online on its consumer website, which also has a dedicated, sport and Olympic Games-related area, www.visitbritain.com/London2012.
 
VisitBritain’s director of strategy and communications, Sandie Dawe, is leading the organisation’s Olympic Games strategy. She says: “Today starts a four-year, once-in-a-lifetime opportunity to position a dynamic, vibrant and welcoming Britain as the best destination in the world. We will remind the nations of the world that Britain is the birthplace of the modern Olympic and Paralympic Games, as well as sports like rugby, cricket and tennis. We will take the passion that Britain and its visitors hold for football and tennis, for sporting events like the Grand National, Wimbledon, the Henley Regatta, the London Marathon and the Great North Run – and quirky events such as bog snorkelling – to reinforce a vibrant image of Britain that appeals to tomorrow’s travellers.”
 
VisitBritain has created a dedicated online media centre, www.visitbritain.com/london2012media, with copyright-free, broadcast quality moving images, a library of free photographs, copyright-free articles and features about the UK’s Olympic venues, as well as sports-related activities, experiences, attractions and destinations and what’s new around the UK.

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