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SECTOR FOCUS


BRITAIN’S GREAT YEAR


The UK’s tourism and heritage sector looks set to enjoy a major boost from the 2012 Olympic Games and the Queen’s Diamond Jubilee. Lorraine Shah reports


T


hanks to this summer’s Olympic and Paralympic Games in London and the Queen’s Diamond


Jubilee, 2012 has the potential to be a bumper year for the UK’s already hugely successful tourism and heritage sector. Such high-profi le events, which are expected to attract a global audience numbering billions, give the country an unprecedented opportunity to showcase its myriad attractions in a way that has never been done before. It is believed that they will enable the


UK to revitalise its appeal in core markets such as the US, France and Germany


and help to get it on the destination wish list of fi rst-time visitors from growth economies such as Brazil, China, India and Russia. In turn, they will also promote and underline the UK’s credentials as a world-class hub for business and commerce. Commenting on this year’s show- stopping programme of events, Culture Secretary Jeremy Hunt said: “2012 will see a year of festivities taking place, with global reach possible on a level never seen before for British tourism. As we come together to witness an extraordinary celebration of culture,


heritage and sporting achievement, there is no better time to showcase all the wonderful attractions that we have on offer and entice as many people as possible around the world to come and share them with us.” Sandie Dawe, CEO of national tourism agency VisitBritain, added: “We have long recognised that 2012 will present us with a once-in-a-lifetime opportunity to build a solid tourism legacy. This will help us to grow a sector which already contributes over £17bn in foreign exchange to the UK economy each year and has the potential to grow.” >


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