National tourism agency, VisitBritain, will build the British tourism economy on the back of the Beijing 2008 Olympic Games and Paralympic Games this summer.
VisitBritain Chief Executive Tom Wright, who will front much of VisitBritain's presence in Beijing said,"being in Beijing this summer will enable us to ensure tourism is among the beneficiaries of London 2012."
Wright said that it marks the first stage of their strategy to spread the economic benefits of the Olympics throughout UK and raise the profile and awareness of Britain as a destination.
To showcase Britain's sporting assets, VisitBritain is leading a delegation to promote their sports facilities and venues as pre-Games training camps.
They will spend time in Beijing and Macau to gain an understanding of the economic benefit of training camps, as well as the requirements of athletes.
They will participate in receptions to launch the London Organizing Committee of the Olympic Games and Paralympic Games' (LOCOG) Pre-Games Training Camp prospectus and will showcase Britain's sporting venues and facilities to senior members of the National Olympic Committees and the international federations of the 26 sports participating in the 2012 Games.
VisitBritain is also launching a new film that promotes Britain's sporting heritage, showcasing an exciting and inspiring, modern, 21st century destination. Its consumer website will have a dedicated, sport and Olympic Games-related area.
VisitBritain's Director of Strategy and Communications, Sandie Dawe, who is leading the organisation's Olympic Games strategy, said that "while in China, 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."
Working in partnership with VisitLondon, VisitBritain aims to echo the success of Sydney and Barcelona, which used their Games to stimulate visitor growth and confirm their place as global destinations, and ensure that the legacy of hosting the Games extends from London to the whole of the UK.
The Games also offer host cities and nations the chance to win other major events and Beijing 2008 is the perfect platform for reminding the world of Britain's reputation for holding such business, sporting and cultural occasions.
According to the recent VisitBritain research, more than 22 percent of potential visitors agree that they are more likely to visit Britain in the next few years because London will host the Games in 2012.
Tourism gains are expected to come largely from emerging markets inspired by increased media exposure and publicity associated with the Games.
Hosting the Games makes Britain particularly appealing for emerging markets of China, India, Malaysia, Mexico and South Korea.
Research commissioned by Oxford Economic Forecasting suggests that the UK's visitor economy could be boosted by more than two billion pounds as a result of hosting the Games.
One in 10 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 percent of New Zealanders and 25 percent 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.
The Games are forecast to generate tourism gains totalling 2.34 billion pounds (at 2006 prices) over the period 2007-17 for the UK as a whole, of which 1.85 billion pounds is for London.
(Xinhua News Agency July 26, 2008)