London 2012

In 2007, Visit Britain commissioned jointly with Visit London, Oxford Economics to carry out in-depth research into the likely tourism impact of the London 2012 Olympic and Paralympic Games.

The results show how important the Games will be for the UK tourism economy:

• The pre-Games period is responsible for 15% of the estimated total tourism benefits for the UK as a whole; the Games themselves account for 31%, and the remaining 54% is to be generated after the Games (i.e.as a legacy effect
• For the post-Games period (2013-17), a legacy effect worth £1.27bn is forecast for the UK and £0.88bn for London. These gains are generated largely by higher numbers of visitors from emerging markets for UK tourism (primarily from China, India and Russia), who decide to visit the country/city as a consequence of the media exposure and publicity associated with the Games

To benefit from this sheer volume of visits from domestic and international visitors, Take One will be focusing on placing print in as many places that tourists will stay and visit, such as hotels, attractions, railway stations, motorway service stations and airports.

If you want to discuss how you can make the most of London 2012 contact us.