MEGA-EVENTSA MEANS TO AN END…NOT AN END IN

THEMSELVES

Christopher Rodrigues CBE

Chair, VisitBritain

What matters…

NOT WHAT TOURISM ISBUTWHAT IT CAN BE!

It’s not about the Event itself…

IT’S ABOUT WHAT THE EVENT ALLOWS YOU TO DO!

1. Harness the events to showcase Britain

2. Maximize economic benefits for tourism across the UK

3. Enhance UK’s image as a destination for leisure visitors, business and study

4. Reach new customers in emerging markets and refresh Britain’s appeal in core markets

5. A first class welcome

OBJECTIVES

And that’s all about…

PARTNERSHIPS&

COLLABORATION

“‘We have in the coming decade an unprecedented opportunity to take our tourism industry to a whole new level with so many big international moments

that will put us at the centre of the world stage, year after year.”

SCALE OF OPPORTUNITY

Pre Games

Build Image & Relationships

Games Time Showcase

Britain

Post Games Deliver the

Legacy

A GOLDEN SUMMER Our Strategy: A game of three halves

Before visit

Experiences while overseas

Arrival Experiences at

ports of entry/exit

During visit Experiences while

travelling within Britain

That began by addressing WELCOME…

Invitation from Celebrities

Invitation from Industry

GREAT BRITAIN - YOU’RE INVITED!…

GREAT CAMPAIGNCross-Government inspiring people to visit, study and invest

TRAVEL TRADE & MEDIA

GLOBAL REACH Through Digital & Social Media

THE OLYMPIC SPOTLIGHT

4.8 billion people worldwide tuned in to see London and other

UK destinations at their best

Over 20,000 journalists visited

London to cover the Games period

GAMES TIME

£18.7bn4% YoY

increase

31 million visitors

Best year since 2008

5th for Travel and Tourism

Competitiveness

2012 ACHIEVEMENTS

And a strong start to 2013

“It must be said that the British are the friendliest

people on earth”

“Can we have the Olympics in London

every time?”

INSPIRING, ENTERTAINING & IMPRESSING THE WORLD

AN IMAGE BOOST

1. Identify the stakeholders in travel & beyond

2. Establish a good relationship with LOCOG

3. Partner with Event Sponsors

4. Establish good relationships with accredited and unaccredited media

5. Raise YOUR Game

6. Greatest tourism dividend after the Games.

LONDON 2012: LESSONS

40 = million

Visitors by 2020

£8.7 billion additional visitor spend

Support for 200,000 additional jobs across the UK

The Games were not enough…

Considers Global Trends, Opportunities and Barriers for Growth

A 4 point strategy to 2020

ITS NOT ALL OVER

• Rugby League World Cup 2013• Commonwealth Games 2014• Ryder Cup 2014• Rugby Union World Cup 2015• World Athletic Championship 2017• Cricket World Cup 2019

Mega Events…

A TEAM MARATHON NOT AN INDIVIDUAL SPRINT!