mega-events a means to an end…not an end in themselves christopher rodrigues cbe chair,...
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MEGA-EVENTSA MEANS TO AN END…NOT AN END IN
THEMSELVES
Christopher Rodrigues CBE
Chair, VisitBritain
What matters…
NOT WHAT TOURISM ISBUTWHAT IT CAN BE!
It’s not about the Event itself…
IT’S ABOUT WHAT THE EVENT ALLOWS YOU TO DO!
1. Harness the events to showcase Britain
2. Maximize economic benefits for tourism across the UK
3. Enhance UK’s image as a destination for leisure visitors, business and study
4. Reach new customers in emerging markets and refresh Britain’s appeal in core markets
5. A first class welcome
OBJECTIVES
And that’s all about…
PARTNERSHIPS&
COLLABORATION
“‘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
Pre Games
Build Image & Relationships
Games Time Showcase
Britain
Post Games Deliver the
Legacy
A GOLDEN SUMMER Our Strategy: A game of three halves
Before visit
Experiences while overseas
Arrival Experiences at
ports of entry/exit
During visit Experiences while
travelling within Britain
That began by addressing WELCOME…
Invitation from Celebrities
Invitation from Industry
GREAT BRITAIN - YOU’RE INVITED!…
GREAT CAMPAIGNCross-Government inspiring people to visit, study and invest
TRAVEL TRADE & MEDIA
GLOBAL REACH Through Digital & Social Media
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
GAMES TIME
£18.7bn4% YoY
increase
31 million visitors
Best year since 2008
5th for Travel and Tourism
Competitiveness
2012 ACHIEVEMENTS
And a strong start to 2013
“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
AN IMAGE BOOST
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
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…
Considers Global Trends, Opportunities and Barriers for Growth
A 4 point strategy to 2020
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
Mega Events…
A TEAM MARATHON NOT AN INDIVIDUAL SPRINT!