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National tourism agency, VisitBritain is building the British visitor economy on the back of the Beijing 2008 Paralympic Games this summer and promoting Britain as a destination for watching and participating in sport at all levels. VisitBritain and its partners’ activities will help the UK’s nations and regions showcase their areas and promote sports venues, facilities and events to an influential audience of Paralympic committees and sports federations.
Around 4,500 athletes from 150 countries are expected to visit London for its Paralympic Games, supported by friends and family who are likely to take trips during their stay. Research commissioned by Oxford Economic Forecasting suggests that the UK’s visitor economy could be boosted by more than £2 billion1 as a result of hosting the Games. 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 Games in 2012.
Britain’s tourism industry is committed to using the time until 2012 to make Britain the world’s leading destination for disabled visitors and ensure they can enjoy the same holiday experiences as the rest of the population. With one in 10 people in the world having some form of physical disability, the UK’s Disability Discrimination Act is already helping drive businesses to take reasonable steps to make their facilities and services accessible.
VisitBritain’s director of strategy and communications, Sandie Dawe, is leading the organisation’s Olympic Games strategy. She says: “The UK has a proud history of achievement and excellence in paralympic sport and we aim to see that matched by world-class standards of accessibility for all. As the birthplace of the Paralympic movement, Britain has the ideal opportunity to rival other destinations by raising accessibility standards and so secure our reputation as the most accessible destination in the world.
“Our presence in Beijing this summer for both the Olympic Games and Paralympic Games has proved an unmissable learning opportunity and will enable us to ensure that tourism is among the beneficiaries of London 2012. It marks the first stage of our strategy to spread the economic benefits of the Paralympic Games throughout the UK and raise the profile and awareness of Britain as a destination.”
VisitBritain is already asking thousands of accommodation providers and hundreds of attractions across the country to provide access statements that help customers – whether disabled or not – make an informed choice. Some places to stay in the UK are also assessed to high standards under VisitBritain’s National Accessible Scheme, which reassures visitors with hearing, visual and mobility impairments that they can enjoy a quality experience in a wide range of accommodation. Instead of a star rating, different symbols indicate that the property has been thoroughly assessed against stringent criteria.
One in ten (4.7 million) visits to the UK from overseas involve watching or taking part in sporting activities. For those who have yet to visit Britain, sport can have a powerful influence. 41 per cent of potential visitors to Britain would be very likely to watch a football match if they were to visit, while one in three would watch another sport like tennis, rugby or horseracing.
To showcase Britain’s sporting assets, VisitBritain is leading a delegation from the nations and regions to promote their sports facilities and venues as training camps for Paralympic Games’ athletes. Delegates will gain an understanding of the economic benefit of training camps, as well as the requirements of athletes. They will participate in a reception to launch the London Organising Committee of the Olympic Games and Paralympic Games’ (LOCOG) Pre-Games Training Camp prospectus and showcase Britain’s sporting venues and facilities to senior members of National Paralympic Committees and the international federations of the sports participating in the 2012 Games.
As well as visits to the Paralympics GB lodge and village, VisitBritain has also organised a special Welcome to London, Welcome to Britain reception with LOCOG chairman Lord Coe, Olympics Minister Tessa Jowell, the Mayor of London Boris Johnson and Mike Brace chairman of the British Paralympic Association.
Paralympic sports also feature in VisitBritain’s new film that promotes Britain’s sporting heritage, showcasing an exciting and inspiring, modern, 21st century destination. Its consumer website will have a dedicated, sport and Olympic Games-related area, www.visitbritain.com/2012games as well as a dedicated press area and broadcast quality, b-roll footage.
Sandie Dawe continues: “While in China, we will remind the nations of the world that Britain is the birthplace of the modern Olympic and Paralympic Games, as well as sports like rugby, cricket and tennis that are enjoyed by all our visitors. We will take the passion that Britain and its visitors hold for football and tennis, for sporting events like the Grand National, Wimbledon, the Henley Regatta, the London Marathon and the Great North Run, Wales’ National Eisteddfod and the Braemar Highland Games – alongside quirky events such as bog snorkelling – to reinforce a vibrant image of Britain that appeals to tomorrow’s travellers.”
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
