London can win Olympic Gold medal in tourism, says 2012 Games chief

Speaking at Visit London's Annual General Meeting, Mr Mills said that Olympic-related tourism had emerged as one of the key economic legacies for host cities and countries that have staged the Olympic Games and Paralympic Games.

"The experience of other cities indicates that London's visitor economy could benefit from as much as £2bn as a result of the Games. It's vital that we maximise opportunities by working closely with Visit London, Visit Britain and the tourism industry throughout the UK. The promotional strategies for both the Games and the city should be developed in close co-operation," Mr Mills said.

Mr Mills said London's passion for sport in combination with its famous landmarks and other tourism attractions, will help to benefit the tourism industry in significant ways.

"The Olympic Games in London will showcase the capital's people, places, cultures and capabilities to the world like never before," Mr Mills said.

He added that between 50-75% of the net benefit of staging the Games is likely to accrue through tourism over a seven to ten year period.

James Bidwell, CEO of Visit London, said:

"Although 2012 is seven years away, we need to maximise the benefits before, during and after the Games take place. We're looking forward to working closely with the London 2012 Organising Committee to develop a promotional strategy that makes the most of the opportunities to encourage visits to London."

Keith Mills, who helped to lead the successful London 2012 Bid along with chairman, Sebastian Coe, addressed over 100 representatives from London's tourism sector, including attractions, hotels and restaurants during Visit London's Annual General Meeting at One Canada Square, Canary Wharf.

The meeting also heard that opportunities to showcase London internationally as a new destination for tourism, business investment, and conferencing as well as for major sporting and cultural events were already emerging, linked to London's staging of the Olympic Games and Paralympic Games.

Mr Mills warned however that a co-ordinated, long-term strategy was vital in order to realise Olympic-related tourism opportunities.

"Thoughtful planning and the careful building and nurturing of effective, mutually beneficially partnerships between public and private sector agencies, international partners, and the Olympic organisers will be needed to maximise this once in a generation opportunity," Mr Mills said.

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