Olympic Games in 2012 Expected to Boost UK’s Incoming Tourism

New research from national tourism agency VisitBritain offers genuine insight into how winning the 2012 Olympic 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.

“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 realized in 2012; they have already started and will continue long after the final race has ended,” said Sebastian Coe, chairman of the London Organizing Committee of the Olympic Games.

As much as 24 percent 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.

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 percent were under the age of 25 in 2005, while the world average is 19 percent for this age group).

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’.