UK braced for £1bn tourism blitz ahead of 2012 Olympics

PLANS for a £1bn marketing blitz to woo foreign visitors to Britain for the 2012 Olympics will be unveiled today in a bid to create a "permanent tourism legacy" for the whole country.

The combination of the Olympics and the Queen's Diamond Jubilee in the same year offer a "priceless opportunity" to attract visitors to the UK, Culture Secretary Jeremy Hunt will say in his first major speech on tourism.

Ministers are conscious of concerns the Olympics – costing more than 9bn to stage – risks doing little to benefit areas outside London, and Mr Hunt will pledge to learn lessons from other countries which have staged recent sporting events to ensure areas like Yorkshire are able to cash in as well.

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The Government wants to set up a fund which will generate 1bn worth of marketing and PR in 20 key areas around the world in 2012 and the run-up. Tourism agency VisitBritain – which believes an influx of visitors could provide a 500m boost for the economy – is likely to be at the forefront of the campaign.

Ministers are confident the target is achievable despite pressures on public spending because they aim to lever in

private investment and expertise.

Speaking at the National Sailing Academy in Weymouth and Portland, where Olympics sailing events will be held, Mr Hunt will say: "I know that the Games are not just about six weeks of fantastic sport in 2012. In the words of Shakespeare, 'Summer's lease hath all too short a date', and we cannot afford to let this priceless opportunity pass us by without guaranteeing a lasting economic benefit.

"That means not only putting towns like Weymouth on the international tourism map in a way that has never happened before. But also harnessing the full potential of 2012 to createa permanent tourism legacy for the country as a whole – meaning a sustained and

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sustainable increase in the number of tourists visiting our shores."

Tourism is worth more than 6bn to the region's economy, so the Olympics provides a huge opportunity to attract visitors to the Yorkshire Dales, North York Moors or to towns and cities.

Mr Hunt will also reveal his desire to get British people to holiday at home more, warning too many Brits "overlook" the culture and landscape on their own doorstep.

In 2008, the amount spent by UK residents on domestic overnight tourism accounted for just 36 per cent of their total spending on holidays, and Mr Hunt wants to increase that to 50 per cent, providing a 7bn injection to the UK economy.

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Today he will ask industry officials to help draw up a plan to achieve that target, and Tourism and Heritage Minister John Penrose is being dispatched around the country to seek advice and suggestions from people in the industry.

Sandie Dawe, chief executive of VisitBritain, said: "We are delighted that our new Secretary of State has prioritised the delivery of a lasting tourism legacy from our hosting of the 2012 Olympic and Paralympic Games. This is the world's greatest sporting event and we intend to put on the world's biggest party to showcase all that is best about our people, arts, culture, heritage and hospitality.

"VisitBritain will rise to the challenge that the Secretary of State has set of delivering 1bn of PR, showcasing Britain in our top developing and mature markets and to work with our Ministers to create a marketing pot match-funded by the industry.

"We are already well positioned to pick up the baton, with a clear strategy to enhance our image as a visitor destination, maximise the economic benefits for tourism across the UK

and deliver a world-class welcome to visitors in 2012 and beyond."

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