The Badminton World Federation’s decision to hold the 2011 Badminton World Championships in London for the first time will help expose the destination to emerging markets, Visit London has claimed.
The tournament will attract entrants from more than 200 different countries and will attract a global television market, particularly in key Asian markets like India, China, South Korea and Malaysia where around 350 million people play badminton.
Mayor of London Ken Livingstone said: “This is excellent news, showing that, as we build up to the 2012 London Olympic and Paralympic Games, London has established itself as city that can host major international sporting events.
“With more than 200 nations taking part in the Badminton World Championships, each competitor can be assured of the warmest of welcomes in the most international city in the world.
“They will also be able to explore London’s vibrant cultural offer, parks and unique monuments that give us an unparalleled profile on the world stage.”
The tournament is also expected to raise around £2 million for the capital.