2012 presents a huge opportunity for the UK to transform the performance of its tourism industry and create a lasting legacy of the Olympic and Paralympic Games.  Our priority in 2012/13 will be to maximise the showcase opportunity, secure and maintain strong partnerships with businesses and organisations that promote Britain and extend reach to potential customers and to ‘harvest the afterglow’ of this summer’s media spotlight on Britain when TV audiences of more than 4 billion can be expected.

After the closing ceremony of the Paralympic Games,  we will run a heavyweight tactical and image campaign with compelling offers to convert the interest generated by the 2012 events into measurable incremental bookings.