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30 Aug 2012

VisitBritain: London 2012 to improve UK's overseas tourism appeal

Image: London 2012 will enhance the UK's appeal

New research from VisitBritain has found that London 2012 will improve the UK's appeal abroad, after 80 per cent of tourists last year felt at least "very welcome" during their stay.

The national tourism agency sponsored a question to the Civil Aviation Authority's poll of nearly 9,000 departing tourists, which has been undertaken over the last three years.

During that period, VisitBritain has reported a "steady improvement" in how welcome the visitors felt and in how likely those people were to recommend the UK as a destination.

English-speaking markets such as the US, Canada and Australia were among feeling most welcome, with 40 per cent of Americans saying they felt "extremely welcome".

Visitor attractions (22 per cent) and restaurants (21 per cent) are most likely to be the first point described as most welcoming, with pubs and bars at 13 per cent.

VisitBritain director of strategy and communications Patricia Yates said: "Enhancing the world's perceptions of a British welcome will help us attract more visitors in the years ahead.

"The London 2012 Games were a great advertisement for Britain - with the volunteers and the warmth of the welcome being picked up around the world.

"We want to make sure that we continue to be seen as a welcoming destination for our visitors so that they continue to want to come back and recommend us to their friends and family."

Click here for more information about VisitBritain's research.

Image: Bikeworldtravel/shutterstock.com