Culture Secretary Jeremy Hunt says that the funding drawn from the Olympic budget will help maximise the economic legacy of the London’s Games for the whole country.
A new tourism campaign will make the most of the Torch Relay and the Cultural Olympiad to showcase the whole nation.
Over the next three years the campaign is expected to help create 12, 000 new jobs, £500 million extra tourist spending and a 10% increase in overnight short breaks.
The lead body to promote domestic tourism is VisitEngland, which became independent from VisitBritain in 2009. The body has been preparing a marketing campaign under marketing director Alex Mawer.
Hunt said when revealing the cash boost: “Businesses up and down the country have already benefited from the 75,000 Olympic contracts awarded, but we need to do more. The whole country is paying for the Games, and I want to make sure that the whole country benefits.”
“The Olympic Torch Relay and the Cultural Olympiad will shine the spotlight on some of the most amazing parts of our country. It will be a fantastic opportunity for those areas to sell themselves to the world, boosting their local economies and creating jobs.”
CEO of VisitEngland James Berresford says: “The Torch Relay and Olympic and Paralympic events provide a fantastic opportunity. The funding announced today will support VisitEngland’s campaign to showcase England to our home audience highlighting our world-renowned history and heritage; pristine national parks, market and coastal towns and vibrant metropolitan cities.”
He adds that VisitEngland is also working to secure investment from the government’s regional growth fund.
VisitBritain launched a four year £100 million campaign earlier this year to attract more overseas visitors to the UK. It just introduced the second phase of activity in the form of art murals that are touring target markers.