The UK's national tourism agency, VisitBritain, and Visit London, the capital's tourist board, unveil their plans to welcome the world as the host nation and city of the next Olympic Games and Paralympic Games in 2012. The news comes with Sunday's official handover ceremony, which marks the start of Britain's four-year Cultural Olympiad, celebrating the best of the nation's culture, and the opportunity to present Britain's appeals to a global audience. For VisitBritain, the handover marks the first stage in its strategy to spread the economic benefits of the Olympic Games throughout the UK and raise the profile and awareness of Britain as a leading tourist destination.

Now that the world's attention moves from China to Britain, VisitBritain's global network of offices will promote the nation as the place for watching and participating in sport at all levels, for events and for experiences, attractions and destinations with a unique blend of historical and contemporary culture. Thanks to the Olympic Games in 2012, Britain's visitor economy could benefit to the tune of an extra £2 billion1. Destinations, venues and local economies around the UK could be set to benefit from hosting Pre-Games Training Camps following the publication of the official online Guide developed by the London Organising Committee of the Olympic Games and Paralympic Games (LOCOG) and VisitBritain. The Guide showcases the quality and variety of over 600 sporting venues and facilities to National Olympic Committees from all over the world, as well as representatives from International Sports Federations.

According to recent VisitBritain research, more than a fifth (22%) of potential visitors strongly agree that they are more likely to want to visit Britain in the next few years because London will host the 2012 Olympics. Tourism gains are expected to come largely from emerging markets inspired by increased media exposure and publicity associated with the Games. Indeed, hosting the Games makes Britain particularly appealing for emerging markets China, India, Malaysia, Mexico and South Korea.2 One in ten3 visits to the UK from overseas - 4.7 million and 14 per cent of the total - involve watching a sporting event or taking part in sporting activities. Sport is also a way of attracting the attention of visitors from emerging markets where year on year growth often exceeds that from more mature economies.

To showcase Britain's sporting assets, VisitBritain has launched a new film that promotes Britain's sporting heritage, showcasing an exciting and inspiring, modern, 21st century destination. It will be shown online on its consumer website, which also has a dedicated, sport and Olympic Games-related area. This and other initiatives and partnerships will reflect the unique breadth and depth of the nation's culture - from cutting edge art installations to historic royal palaces - and appeal to tomorrow's travelers, younger and newer visitors, through its strong educational links and its arts, fashion, music, film and sport that are followed globally. VisitBritain has created a dedicated online media centre with copyright-free, broadcast quality moving images, a library of free photographs, copyright-free articles and features about the UK's Olympic venues, as well as sports-related activities, experiences, attractions and destinations and what's new around the UK.

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