Prime Minister launches new campaign to boost UK tourist arrivals
A new drive to maximise the economic potential of the London Olympic Games and use it to promote Britain abroad as a place to visit and do business was launched today by the Prime Minister David Cameron in New York.
He said the Government was determined to 'seize this unprecedented opportunity' to ensure that London 2012 delivered a 'lasting economic legacy' for the whole country, boosting investment, jobs and growth.
Announcing details of a new GREAT campaign created by the Department for Culture, Media and Sport, Cameron said: “In 2012 there will be only one place to be. With the Olympic and Paralympic Games coming to London next summer, the greatest show on earth is about to arrive in one of the world’s greatest cities.
“We are determined to make the most of this unprecedented opportunity to ensure we deliver a lasting economic legacy that will benefit the whole country.
“This campaign is simple. There are so many great things about Britain and we want to send out the message loud and proud that this is a great place to do business, to invest, to study and to visit.”
Tourism, will be a key part of the campaign, with the Government aiming to attract an additional 4m visitors to the UK over the next four years. Secretary of State for Culture, Olympics, Media and Sport Jeremy Hunt said: “With the eyes of the world on Britain in 2012, we have a fantastic opportunity to showcase everything that the country has to offer. The GREAT campaign will ensure that we make the most of London 2012 to boost tourism and business, leaving a lasting economic legacy from London’s Games.”
Tourism already contributes £115bn a year to the UK economy and has been identified as having the potential to become one of the fastest growing sectors in the years ahead.
Campaign materials, which include images that can be used for media, PR and online purposes, will be used by VisitBritain, the Foreign and Commonwealth Office, the UK Trade & Investment, Department for Culture, Media and Sport (DCMS) and other Government departments to promote the country overseas.
In addition, 200 of the world's business leaders will be invited to a Global Investment Conference in London on the eve of the Olympics to meet with Government ministers to discuss opportunities for investment and growth.
Also, on each day of the Olympics, the British Business Embassy will host a programme of events focusing on a different high growth sector, which will give over 3,500 UK-based companies the chance to showcase their capabilities to key overseas CEOs, buyers and decision-makers.
By Linsey McNeill
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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