APPENDIX 16
Memorandum submitted by the British Tourist
Authority
1. We are grateful for the opportunity to submit
a short memorandum in relation to this Inquiry. In the interests
of brevity, this submission is written on the assumption that
the Committee does not require any introduction to the British
Tourist Authority's (BTA) role or on the value of tourism to the
economy.
2. There can be little doubt that the staging of
a successful Olympics in London would be beneficial in the longer
term for inbound tourism to Britain as it would provide an unparalleled
opportunity to showcase London—and Britain—to the
world and provide BTA with a valuable legacy to exploit in promoting
the whole of Britain overseas. This legacy would be twofold: the
positive image of London and Britain portrayed and the infrastructure
that would remain in place following the event.
3. If the Olympics were not successful or
perceived overseas as not having been so the effect could
be a negative one resulting in a downturn in overseas visitors
in the years immediately following the event. It would be essential
to learn lessons from Sydney where, as well as ensuring that the
transport, sporting and accommodation infrastructure was in place,
the level of welcome and service extended to athletes and visitors
was exemplary, due in no small part to the fact that the venues
were so well managed, and the media was well catered for.
4. Despite the undoubted long-term benefits of a
successful Games, overseas visits to the host country may suffer
during the year in which the Games are staged. The majority of
people attending the event tend to be residents: overseas visitors
who do not wish to go to the Games are often deterred from visiting
the host country because they perceive that it will be overcrowded,
and that prices will be at premium level. (Forecasts prepared
by KPMG for the Manchester Olympic bid suggested that only five
per cent (i.e. around 300,00) of tickets would be bought by overseas
visitors.)
5. Domestically, staging the Games in London may
well result in displacement with people choosing to spend time
at events rather than to visit other regions of England and Scotland
and Wales. On the other hand, some visitors would be deterred
from visiting London and choose to visit other parts of the country
instead.
6. On balance, the legacy of a successful event would
more than counterbalance any downside in tourism terms during
the year of the Games if indeed this proved the case.
14 January 2003
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