There are major benefits to be had from the 2012 Olympic and Paralympic Games in London but they will not come automatically, Visit London chief executive James Bidwell has warned.
Speaking at the London Business Gears up for 2012 summit, Bidwell said businesses needed to rise to the challenge and use the Games to market London.
Visit London’s priorities include promoting the capital in new markets such as India and China; greater Government understanding of the opportunities for London and bringing more major events to the city.
But Bidwell stressed the need for commitment from the Government and the private sector to maximise the economic and long-term benefits of the Games.
He said: “This is an unparalleled opportunity for London that starts now and continues until 2018 and beyond.
“There are major business benefits to be had across a range of sectors from small businesses to major corporations. But the benefits will not come automatically and it’s up to all of us to deliver them.”