Olympics help boost Britain’s reputation

Britain is also rated more highly for sporting prowess following the Games, the worldwide survey by VisitBritain showed.

But despite global coverage of the torch relay through some picturesque spots, the global view of Britain as being “rich in natural beauty” barely improved.

Research in 15 countries asked people to rate 50 nations in various categories before the games and afterwards.

In the category of the warmth of welcome to overseas visitors, Britain moved from 12th overall before the games to ninth afterwards. In the “excels at sport” category, Britain moved from seventh to fifth, while Britain as a nation “brand” moved from fifth to fourth. As a good place to visit for culture, Britain again improved from fifth to fourth.

Britain was already high in the 50-nation list for a number of other categories and there was no change in perception for some of these. This meant that after the games Britain was still in fourth place for tourism overall, seventh as a place people would like to visit if money was no object, fifth in being a country rich in historic buildings and monuments, and seventh in having a rich heritage culture. The perception of Britain’s people overall also remained unchanged, with Britain in fifth place.

VisitBritain chief executive Sandie Dawe said: “London’s hosting of the games, the amazing opening and closing ceremonies and the warmth of welcome shown to our international visitors have combined to boost our global image.”