Enhancing Britain's Image Overseas Through Events and Festivals

1. SandieDawe MBE Interim CEO & 2012 Games Strategy Director, VisitBritain How events and festivals attract visitors and shape Britain’s image overseas?

2. Our Tourism Assets Our theatres and festivals Our global events Our world-class venues Our cultural & sporting excellence

3. The Business of Events Event tourism (business) generates a quarter of the total value of the UK’s visitor economy, yet Britain receives less than five per cent of the global business events market Events attract some 9m overseas visitors who provide £4bn to the economy 40% of business event visitors may return with family/ friends

4. Britain as a ‘Nation Brand’

5. What do overseas visitors actually do during their visit to the UK?

6. A case study: A Cart Across Wales

7. A case study: Homecoming 2009

8. eventBritain eventBritain supports national and regional partners, as well as international event organisers, in their efforts to attract and maximise on major business, sporting and cultural event New website launched last week! eventBritain.co.uk eventBritain : VisitBritain

9. The Scale of the Olympic Opportunity “Britain will be on the front page of every single newspaper of every single country in the world for three weeks. And not just the front pages, but the back pages, the middle pages and the supplements. There are not many other opportunities which guarantee you such exposure five years’ in advance.” - Michael Payne

10. Olympic Opportunity: Key features • 4bn + global TV audience • Media – rights-holding broadcasters accredited and non-accredited media • Top and national sponsors • Competition events outside stadia • Cultural Olympiad and Olympic Torch Relay

11. The Scale of the Olympic Opportunity • The Games of the XXX Olympiad, London 2012 • 27th July, 2012 - 1,184 days to go • 169 Monday mornings • The Games are the world’s longest commercial with the biggest global audience • 26 Olympic and 22 Paralympic Sports • 10,000 Olympic athletes - 4,500 Paralympic athletes • 6,000 Officials • c.9m tickets - 900,000 visitors • 4.7 billion global TV audience (2008) • Transformation of the city • Social impact on country • Global legacy

12. Examples of the Scale of Opportunity Sydney 2000 Stimulated 1.6 million ‘Olympic-motivated’ visitors between 1997 & 2004, generating £1.5 billion for Australia’s visitor economy Games-related PR activities by the ATC generated A$300 million in advertising exposure for Australia Over 5,000 unaccredited media were facilitated at the Sydney Media Centre, run by ATC & partners Athens 2004 TV audience of 3.9 billion with 35,000 hours of coverage on 300 channels in 220 countries Visitor figures for 2005 were up 11%

13. London 2012 • Help win more sporting events and Pre-Games training camps • Olympic Games - world’s biggest convention/incentive trip and gathering of business people & top decision makers • Provide professional bid support to destinations & cities throughout Britain • Test events in 2011 • Secure big international conferences & sporting events lined up for the years after 2012

14. London 2012 • Cultural Olympiad • Olympic Torch Relay • Live sites • 2012 Diamond Jubilee

15. Success: Achieving a lasting legacy • Improved international perceptions of Britain’s welcome • Increased numbers of quality assured tourism products • Quantity & quality of broadcast/media coverage of Britain • Increased numbers of visitors from emerging markets, established markets & visitors under-25 • Growth of business visits & events to outperform leisure tourism receipts • Minimisation of ‘displacement’ effects during the Games • Aim to achieve total tourism benefit of £2.9 billion over 10 years

16. Looking forward to London 2012…and all the events before and after Britain for Sport : VisitBritain

17. SandieDawe MBE Interim CEO & 2012 Games Strategy Director, VisitBritain How events and festivals attract visitors and shape Britain’s image overseas?