1. MEGA-EVENTS A MEANS TO AN END…NOT AN END IN THEMSELVES Christopher Rodrigues CBE Chair, VisitBritain

2. What matters… NOT WHAT TOURISM IS BUT WHAT IT CAN BE!

3. Its not about the Event itself… ITS ABOUT WHAT THE EVENT ALLOWS YOU TO DO!

4. 1.Harness the events to showcase Britain 2.Maximize economic benefits for tourism across the UK 3.Enhance UKs image as a destination for leisure visitors, business and study 4.Reach new customers in emerging markets and refresh Britains appeal in core markets 5.A first class welcome OBJECTIVES

5. And thats all about… PARTNERSHIPS & COLLABORATION

6. We have in the coming decade an unprecedented opportunity to take our tourism industry to a whole new level with so many big international moments that will put us at the centre of the world stage, year after year. SCALE OF OPPORTUNITY

7. Pre Games Build Image & Relationships Games Time Showcase Britain Post Games Deliver the Legacy A GOLDEN SUMMER Our Strategy: A game of three halves

8. Before visit Experiences while overseas Arrival Experiences at ports of entry/exit During visit Experiences while travelling within Britain That began by addressing WELCOME…

9. Invitation from Celebrities Invitation from Industry GREAT BRITAIN - YOURE INVITED!…

10. GREAT CAMPAIGN Cross-Government inspiring people to visit, study and invest

11. TRAVEL TRADE & MEDIA

13. GLOBAL REACH Through Digital & Social Media

14. THE OLYMPIC SPOTLIGHT 4.8 billion people worldwide tuned in to see London and other UK destinations at their best Over 20,000 journalists visited London to cover the Games period

15. GAMES TIME

16. £18.7bn 4% YoY increase 31 million visitors Best year since 2008 5 th for Travel and Tourism Competitiveness 2012 ACHIEVEMENTS And a strong start to 2013

17. It must be said that the British are the friendliest people on earth Can we have the Olympics in London every time? INSPIRING, ENTERTAINING & IMPRESSING THE WORLD

18. AN IMAGE BOOST

19. 1.Identify the stakeholders in travel & beyond 2.Establish a good relationship with LOCOG 3.Partner with Event Sponsors 4.Establish good relationships with accredited and unaccredited media 5.Raise YOUR Game 6.Greatest tourism dividend after the Games. LONDON 2012: LESSONS

20. 40 = million Visitors by 2020 £8.7 billion additional visitor spend Support for 200,000 additional jobs across the UK The Games were not enough…

21. Considers Global Trends, Opportunities and Barriers for Growth A 4 point strategy to 2020

22. ITS NOT ALL OVER Rugby League World Cup 2013 Commonwealth Games 2014 Ryder Cup 2014 Rugby Union World Cup 2015 World Athletic Championship 2017 Cricket World Cup 2019

23. Mega Events… A TEAM MARATHON NOT AN INDIVIDUAL SPRINT!