The London Olympic Games prompted a fall in the number of overseas visitors to the UK but an increase in average spend, it was revealed at the first official review of the Games’ impact on tourism.
David Edwards, head of research and forecasting at VisitBritain, revealed during a World Travel Market session that three million visitors travelled to Britain in August, 5% fewer than in 2011, 590,000 of which came either primarily or partly for the Games.
Nonetheless, the total tourism-related spend rose to nearly £2.4 billion, up 9% on the previous year. Similarly, London hotels saw just a 5% increase in occupancy, but a massive 86% rise in room rates to an average of £212.
The general consensus from the panel – which included James Berresford, VisitEngland chief executive; Tom Jenkins, executive director of the European Tour Operators’ Association; Gordon Innes of London & Partners; and Mary Rance, chief executive of UK Inbound – was the drop in numbers was in line with expectations given the experience of other host nations.
The session was the first time UK tourism experts had gathered to analyse the impact of the Games. Australia saw a three-year decline in tourism following the Sydney Games in 2000, and called for better data measuring the impact of large-scale events on tourism.
Sandie Dawe, chief executive of VisitBritain, added: “We were very mindful of the displacement issue – there’s a big stay-away factor – so we worked hard to educate the international travel trade on the great reasons to visit London.”
Olympic branding constraints will be a key theme at the WTM session Optimising the Tourism Benefits of Major Events for Host Nations, Wednesday, 15.35-16.30, Platinum Suite 3