VisitBritain, Visit London, the European Tour Operators Association (ETOA) and UKinbound have agreed to set up a joint working party to develop a strategy that will encourage visits to Britain and London throughout 2012 and beyond as London hosts the 2012 Olympic and Paralympic Games.
Tour operators and the travel trade will be crucial in promoting the message that Britain and London are open for business as usual in the build up to the Games and throughout Olympic year itself. London and Britain have distinct advantages over previous Olympic hosts given the accessibility of the country to the rest of the world, its long-established tourism industry, a plentiful supply of accommodation across all price ranges and a strong cultural offer.
An events industry “Fair Pricing and Practice Charter” has already been established by VisitBritain and Visit London to encourage fair pricing during the Games – a first for any Olympic host city and which around 300 organisations have already signed up to.
VisitBritain’s chief executive, Sandie Dawe, said: “Our aim is to maximise the tourism benefits of the Games. Together we will show that the whole country will be welcoming visitors throughout 2012 and we welcome the opportunity to work with Visit London, ETOA, UK Inbound and other partners to look at how we can maximise the benefits to our industry.’
Visit London’s director of communications, Ken Kelling, said: “London has so much to offer sports fans and non-sports fans alike and visitors are well used to travelling to and from the city for business or pleasure. We are expecting the atmosphere to be amazing during 2012 and no-one will want to miss out. Now’s the right time to be getting the message out as the travel trade starts to think about “brochuring” for the next few years.”*
Patrick Richards, Chair of ETOA said: “Perceptions about the accessibility and costs of visiting host cities and nations during the year of major events do not always match the reality and we need a strategy in place to address this. In particular, we must develop concrete plans to ensure a competitive market operates. We are delighted to be working with VisitBritain and Visit London on ensuring those plans are realised.
