VisitBritain prepares for Olympic handover

VisitBritain and Visit London have both welcomed official plans for the handover ceremony at the close of the Beijing Olympic Games on August 24.

As well as celebrations in Beijing and the UK organised by the London Organising Committee of the Olympic Games (LOCOG), the national tourism agency is making its own preparations to maximise awareness of the whole of Britain ahead of the London 2012 Olympic and Paralympic Games.

As well as promoting official handover events to millions of visitors in Britain through its website, enjoyengland.com, a number of VisitBritain’s offices around the world will be hosting their own events for the travel trade and media.

They will celebrate the start of Britain’s four-year Cultural Olympiad at embassies and high commissions, particularly in the UAE, China, India and Asia.

The celebrations include ‘The Visa London 2012 Party’ – a concert on The Mall for 40,000 people as well as live sites across the UK.

VisitBritain has commissioned a new film, which launches in time for Beijing and showcases Britain as the home of sport, and sporting events and destinations, and will be shown at events in the UK and overseas.

Alongside the British Council, the Foreign & Commonwealth Office and UK Trade & Investment, it is also creating a handover toolkit, which will be used to promote Britain from  August 24.

VisitBritain’s plans for the handover follow its presence in Beijing when it will lead a delegation from Britain’s national and regional tourism organisations to attend a ‘Britain for Sport’ event and promote their destinations for pre-Games training camps.

Other events held in Beijing and Hong Kong promote Britain as one of the world’s leading business destinations and aim to remind the Chinese travel trade and media of the close links between the two countries, and the variety of tourism experiences that can be enjoyed.

VisitBritain chief executive Tom Wright said: “The Beijing Olympic Games and the official handover of the Olympic flag to London represent a huge opportunity for us to celebrate around the world, London and Britain becoming the next host city and nation.

“It is a chance to invite potential visitors to experience the quality and variety of destinations, attractions and events in Britain and tell them of the warm welcome they will receive. We will give audiences a taste of what they can expect from Britain over the coming four years, in 2012 and beyond.”

Visit London chief executive James Bidwell said: “The handover to London on 24 August is a great cause for celebration for our city.

“We all remember the tremendous feeling on winning the Games in 2005 and the festivities this year in August will be no different. The handover will unite the whole of the country around this very special moment.

“Watched by an international audience of three billion people, the handover marks the moment that the 2012 Olympic and Paralympic Games are officially handed to London. The global spotlight will be on our city and I encourage Londoners and visitors to enjoy, celebrate and take part.”

Commenting on the benefits and legacy of the London 2012 Games, Bidwell added:  “Tourism is one of the great legacy opportunities of the London 2012 Games with a potential £2.2 billion incremental revenue opportunity for the capital. Our status as host city for 2012 is truly unique and Visit London is committed to leveraging the Games for the benefit of London and Londoners.”

by Phil Davies