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Olympic Games 2012: Marketing

Volume 476: debated on Monday 19 May 2008

To ask the Secretary of State for Culture, Media and Sport how much funding the Government are providing to promote Great Britain in the lead-up to the 2012 Olympics; and who is responsible for the strategy for promotional expenditure. (202523)

[holding answer 29 April 2008]: The promotion of Britain in the context of the 2012 Games involves a number of Government Departments and other organisations, working in partnership with the London Organising Committee for the Olympic Games. This includes DCMS, the FCO, DBERR, and the British Council. It includes a wide range of events such as the British presence at the Beijing Games, and other activities and programmes by UK organisations and networks at home and overseas.

Part of the grants available by DCMS to VisitBritain and the Regional Development Agencies (RDAs) will support Games-related tourism marketing and promotion over the period 2008-12.

VisitBritain will receive £133.3 million over the next three years for its work in international and domestic matters.

The RDAs outside London spent £29.8 million on tourism support in 2006-07, of which £3.6 million was from DCMS. They will receive £10.2 million from DCMS in the next three years. The London Development Agency spent £22 million on tourism support in 2006-07, of which £1.9 million was from DCMS, via the Greater London Authority.

The strategic context for tourism marketing and promotion was set out in the DCMS Tourism Strategy for the 2012 Games, which was published last September. VisitBritain is presently preparing the details of the operational tourism marketing plan for the Games, but other organisations will also play their part in ensuring a successful boost to tourism from hosting the Olympic Games.