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Tourism agency, Visit London, have decided to get in on the Team GB feel good factor and announced that the games will drive domestic tourists. While the number of tourists will surely rise for the biggest sporting event on earth, a declaration that Brits will make up these numbers is far from making it a reality. According to Visit London Chief Executive James Bidwell, the past few days results will apparently "energise" the Great British public into packing their suitcases’ come summer 2012.
Legacy for all?
The problem is not just the branding: London 2012 - but that the rest of the country see the benefits and investments going to the capital 'once again'. It's not a straightforward north south divide rather a drift of the regions and home nations that this is simply not their party. The games have been touted as a national event and part of a legacy for young athletes. Rising budgets have seen lottery money cut from other UK wide projects. Scotland lost £114million, Wales saw a cut of £65million and Northern Ireland missed out on £42million.
Home Nation shun
Research from the Olympic Delivery Authority show home nations intentions’ to shun the 2012 games, showing a miniscule take up of tickets. Only 6% of the expected seven million spectators will come from the rest of the country. 1% from Northern Ireland, 2% from Scotland and 3% from Wales. These damaging figures were only found when sifting through an ODA report on potential transport demands. Visit London maintains that “the forecast incremental tourism benefit of the Games is £2.2 billion for London and £2.9 billion for the UK."
The Greek and Australian experience
Studies into the Greek and Australian tourist experience make worrying reading for 2012 organizers. Tourists are simply put off visiting a host city. The assumption that Olympic Games boost their hosts’ tourism growth rates is a ‘myth’ said Tom Jenkins, executive director of the European Tour Operators Association to the Financial Times. The crowds, the crush and the cost, not just for the two week plus event but during the build up, dissuade people from coming - if anything the winners are the host nation’s regional competitors.
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