Long before the Games began, VisitBritain launched a four-year £125 million marketing campaign with the aim of influencing an extra 4.6 million people to choose Britain as their next holiday destination. The long term result of such an influx is projected to be worth an additional £2.3 billion to the economy by the end of 2015.
In an attempt to capitalise on the increased global interest in Britain, a £13.5 million marketing push has gone live with airlines, hotel companies and tour operators all offering deals to ensure that, after having seen the best of Britain on their screens, overseas travellers decide to experience Britain for themselves.
Research released by the national tourism industry shows that in cities with GREAT activity, 75 per cent of recent travellers would now consider a holiday in Britain.
As well as advertising within numerous print and online publications, VisitBritain has partnered with STA Travel to create a presence in retail outlets and university campuses to help tap into the youth traveller market.
Director of marketing at VisitBritain Laurence Bresh said: “The main event may be over, but the hard work begins now.
“Britain’s image and reputation around the world is riding high, this next stage of our GREAT campaign aims to convert worldwide interest into increased bookings. We’ve captured the world’s imagination on TV screens over the last few weeks, so now is the time to inspire them to come to Britain.”