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Visit England Responds to Olympic Torch Relay

Thursday, 19th May 2011

 In response to the announcement by the London 2012 Olympic Organising Committee (LOCOG) of the London 2012 Olympic Torch Relay route, James Berresford, VisitEngland’s Chief Executive commented:

“The announcement today by LOCOG of the London 2012 Olympic Torch Relay route is an important step in demonstrating the massive opportunity the Games represents for tourism in this country. With 74 locations, from Land’s End to Leeds, already confirmed on the route, the Relay will not only showcase a huge proportion of our country to potential international visitors, but the far reach of the route will also be a great boost for domestic tourism – providing us all with the opportunity to celebrate the coming of the Games in our own communities. 

2012 is undoubtedly a special year for England, with so many opportunities to celebrate our sporting and cultural heritage.  We are committed to working with LOCOG and the local destination marketing organisations throughout England to maximise the opportunity for tourism.  All of our efforts will be behind this with the launch, later this year, of an umbrella campaign entitled The Time to Be in England encompassing our new national marketing strategy.  The 3-year campaign aims to inspire Britons to take more short breaks at home and in doing so grow jobs in the tourism sector across the country. 

In order to further boost this campaign VisitEngland will be entering into the second round of the Regional Growth fund with a significant bid.  Should we be successful, this additional funding and support from the private sector offers us an important opportunity to entrench the trend to holiday at home and as a result stimulate important job creation in areas across the country currently suffering the effects from the economic downturn.”


For more information email: Sarah Long, Strategic Communications Manager

To find out more about the first places to be confirmed on the route click here

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