VisitBritain heralds ‘biggest ever opportunity’
VisitBritain bosses will sit down for talks with the government and London 2012 after insisting the Olympics present Britain with its biggest ever opportunity to showcase the country.
The body said its priority will be ensuring tourism is represented on the board of a new Olympic Company that will be formed to prepare for the Games in seven years time.
“We want to be in there right from the outset,” a spokesman said. “We need to ensure VisitBritain is on the board so tourism is at the forefront.”
VisitBritain chief executive Tom Wright said the decision of the International Olympic Committee to award the Olympics to London confirmed the country as among the world’s leading tourist destinations.
“It is as much a vote of confidence for Britain’s tourism and leisure facilities as it is for our sporting venues and events,” he said.
Industry leaders have predicted that between 50% and 75% of Britain’s net benefit of staging the Games will originate from tourism.
Wright said selling Britain to new and emerging markets will form a key element of VisitBritain’s future strategy in the seven-year build-up to the Olympics.
“The Games provide a great platform to boost the international marketing of both London and Britain as leisure, business and sporting destinations, particularly in new and emerging markets such as China, Greece, Korea, Poland and Thailand,” he said.
He insisted Britain was capable of accommodating additional visitors and pledged that the tourism industry would focus on delivering the best possible experience.
VisitBritain will lead the process, Wright said, and would work with national, regional and commercial partners to showcase Britain’s world-class tourism products and services.
Report by Steve Jones
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