In 2007, the Department for Culture, Media and Sport (DCMS) published ‘Winning: A tourism strategy for 2012 and beyond’. Read the key points of the strategy below, or download the full strategy pdf for more details.
The strategy – which was written in association with VisitBritain and Visit London - set out the main tourism aspirations surrounding the 2012 Games and a clear timetable of the major activities which would take us from 2008 to beyond 2012.
The main aspirations of the strategy are to:
Engage all UK tourism businesses in a national campaign, showing an attractive and diverse image of Britain
Improve international perceptions of Britain, developing a clear and concise country brand.
Deliver a first-class welcome to all visitors, both inbound and domestic.
Improve the skills of the workforce through better management, training and career development.
Drive up quality in accommodation by a step-change in the number of hotels that are quality-accredited.
Maximise the opportunities for increasing business visits and events, aiming to make the UK the world-leader for business events and conferences.
Spread the benefits to ensure that every part of the UK benefits from the Games and the Cultural Olympiad.
Improve sustainability by ensuring the needs of the community are central to tourism development and that environmental impact is in line with the ambition to make the Games the greenest in history.
The main points of the timeline are:
2008: Take the baton
2009: Build momentum
2010: Galvanise Britain
2011: Invite the world to Britain
2012: Welcome the world to Britain
Beyond 2012: Cement the 2012 Games legacy