Hosting the London 2012 Summer Olympic Games has had a positive effect on London’s tourism, according to research from the national tourism agency VisitBritain.
The VisitBritain website says that information from the Nation Brands Index proves that the 2012 Games are already having a positive effect on people’s perceptions of Britain and their desire to travel. Out of 35 countries surveyed, of those who actually said they would be likely to visit the UK if money and time was no object, almost one in three said that they were more likely to visit because of the Olympic Games.
Lord Coe, head of London 2012 says, “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 realized in 2012, they have already started and will continue long after the final race has ended”.
Tom Wright, chief executive of VisitBritain says, “this is further evidence that the Games cold realistically generate a potential two billion pounds for Britain’s visitor economy. As future growth for our industry will come from developing markets, such as China and India, and from younger travellers who may not have strong ties to Britain, sport and sporting events are a great platform to help the UK remain internationally competitive”.
Meanwhile London 2012 is set to get a new sponsor when Lloyds TSB signs an 80 million pound agreement to back the 2012 Games.
The deal will give the bank exclusive rights to use the Olympic rings in its advertising and to run campaigns associated with high-profile Olympic figures such as London 2012’s chairman Lord Coe.
The agreement should pave the way for several similar deals in the automobile, telecommunications and utilities sectors in coming months, reports the Daily Mail.
Organizers need to raise 750 million pound in sponsorships to help meet the two billion pound budget needed to host the Games, excluding the construction of venues and infrastructure.
