Britain’s visitor economy earns £2,012 from inbound visitors every four seconds; The average business visitor from Singapore spends £2,012 in Britain; An average of 2,012 visitors from Sweden arrived in Britain every day; An average of 2,012 visitors enter St Paul's Cathedral every day.

As these figures show, 2012 already has an important influence on Britain’s £74 billion visitor economy.

Now, research from national tourism agency VisitBritain offers genuine insight into how winning the Olympic Games and Paralympic Games could drive tourism success.

Information from the Nation Brands Index proves that the Games are already having a positive effect on people's perceptions of Britain and their desire to travel.

Among the 35 countries surveyed, of those who actually said they would be likely to visit the UK if money and time was no object, almost 1 in 3 said that they were more likely to visit because of the Games, with China and Russia among the countries who are most likely to agree.

Seb Coe, chair of the London Organising Committee of the Olympic Games and Paralympic Games 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 realised in 2012; they have already started and will continue long after the final race has ended.”

24% also said they had been influenced by sport or a sporting event held in the country they had chosen to visit, demonstrating that interest does convert into action. Visitors from Brazil, China, India, Malaysia, Mexico, New Zealand and South Africa are among the top ten countries most likely to be influenced in this way.

Tom Wright, chief executive of VisitBritain, says: “This is further evidence that the Games could realistically generate a potential £2 billion 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.

Sports visitors stay nearly twice as long (14 days compared with 8) as the average overseas visitor to the UK and are generally younger. This is particularly true for visitors who play sport during their stay (27% were under the age of 25 in 2005, while the world average is 19% for this age group).

An analysis of the International Passenger Survey shows sporting activities are already a popular draw for international visitors. A total of 2.4 million overseas visitors in 2005 watched or participated in sport – about 8% of all inbound visits.

Altogether, they spent £1.6 billion during their stay, some 11% of the total. Sport is a popular option for some of Britain’s most valuable visitors. People from Belgium, France, Germany, Ireland and the USA account for 50% (1.2 million) of total sports visits and 40% of sports visitor spend.

Germany’s World Cup in 2006 is also being held up as an example of the benefits a global sporting event can bring to a destination.

Analysis of the Nation Brands Index shows perceptions of Germany’s cultural, political, commercial and human assets, investment potential and tourist appeal all improved following the World Cup. The largest increase came from answers to the question ‘this country excels in sport’.

Additionally:

·         agreement with the statement ‘if I visited this country the people would make me feel very welcome’ increased

·         when asked ‘the cultural activity or product you most expect to see produced in this country’, 24% of respondents picked ‘sport’, a 5% jump

A survey by the German National Tourist Board among visitors during the tournament showed that nine out of 10 respondents thought that Germany exceeded expectations and would recommend it as a destination. Between January and July 2006 an additional 3.5 million bed-nights were spent in Germany with early evidence suggesting that the whole of Germany benefited, not just the host cities. The country also witnessed visitor increases from the Netherlands (+20%), the UK (+35%), Brazil (+255%) and middle America (+405%).

Tom Wright continues: “If Britain is to rival destinations around the world in the years to come, we must make use of every opportunity to accelerate improvements in the quality of experience our visitors can enjoy. The Olympic Games and Paralympic Games and sports tourism have vital roles to play in improving perceptions among our visitors of the welcome they will receive when they visit.”

Industry Comments

Visit London - The 2012 Olympic Games and Paralympic Games provide an unprecedented marketing and promotional opportunity for London and the UK. Whilst tourism will be a major beneficiary, it will also be responsible for the majority of the economic benefit to the nation following the Games. Major events and business tourism are also likely to be a key growth area for the industry. The issue of sustainability will have an increasing impact on tourism and must be a concern in all activity moving forward, both in relation to the Games and otherwise.

VisitScotland - The Olympic Games and Paralympic Games will benefit tourism in Scotland in a number of ways, not least of which is the number of media that will be present – some 20,000 press will be attendance and unaccredited press unable to cover sporting events are likely to turn their attention to the rest of the UK. In addition, Glasgow’s Hampden Park is a Games venue for some of the football games. A Scottish Steering Group is looking at ways to maximise the benefits for Scotland of the 2012 Games including looking at how we can make the most of the potential tourism benefits.

Visit Wales - London is the host city for the Olympic Games of 2012. But it is the British people, who will be the host nation - English, Scottish, Irish and Welsh alike. It is too early to say to what extent venues and facilities in Wales will be used in the staging of events or in the training of groups of athletes.

Wales might well feel a small boost to the tourism economy in the run-up and during the Games and the Paralympics.  However, more than half the net benefit of staging the event is realised as much as seven to 10 years later, as an additional £2bn is poured into the UK’s international tourism economy. Wales stands to benefit most from those spectators with Welsh antecedents who might make the Games a ‘once in a lifetime’ visit to the UK and realise at the same time another cherished ambition - to trace their roots in the Land of Their Fathers.  

Tourism Alliance - If we are to maximise the benefits of the Games, the Government needs to produce a clear strategy within which the tourism bodies and the tourism industry can develop and implement a coherent and well-resourced marketing, media and communications plan. Provided that the Government commits the required leadership and resources to this, then the Olympic Games and Paralympic Games present the opportunity to deliver a step change in inbound tourism.

British Hospitality Association - While it is too early to benefit from the Olympic Games and Paralympic Games, which is some way on the horizon, the UK will increasingly benefit from the high profile of the Games in Beijing.  And 2012 is only five years away – not long for such a vast event.  We must ensure that plans and construction do not lag behind.

Association of British Travel Agents (ABTA) - ABTA Members are gearing up for the massive marketing opportunities offered by the 2012 Olympic Games and Paralympic Games. London is the number one domestic city break for travel agents and the Association will be emphasising the need to book early to avoid disappointment and get the best deals. It will also present a great opportunity to market neighbouring attractions such as Thorpe Park, Chessington's World Of Adventures and "London on Sea", Brighton.

Hoseasons - The 'Olympic Effect' is not yet noticeable, but will surely become so as we move towards 2012.  It's a great opportunity for UK tourism to showcase to the world how far it has moved over the past decade. There will be more pressure to upgrade both accommodation and facilities, and if the industry can do this, it will reap big benefits from the eyes of the world being on the country in 2012.