Information from the Nation Brands Index proves that the Games are already having a positive effect on people's perceptions of Britain and their desire to travel, it is claimed.

 

Among the 35 countries surveyed, of those who actually said they would be likely to visit the UK if money and time was no object, almost one in three said that they were more likely to visit because of the Games, with China and Russia among the countries who are most likely to agree.

 

Sebastian Coe, the chairman of LOCOG, said:  "London 2012 will be a once-in-a-lifetime opportunity for the UK to show all we offer.

 

"This research shows that the tourism benefits of hosting the Games will not just be realised in 2012; they have already started and will continue long after the final race has ended.”

 

The survey showed that 24 per cent also said they had been influenced by sport or a sporting event held in the country they had chosen to visit, demonstrating that interest does convert into action. 

 

Visitors from Brazil, China, India, Malaysia, Mexico, New Zealand and South Africa are among the top 10 countries most likely to be influenced in this way.

 

Tom Wright, chief executive of VisitBritain, says: “This is further evidence that the Games could realistically generate a potential £2 billion for Britain’s visitor economy.

 

"As future growth for our industry will come from developing markets, such as China and India, and from younger travellers who may not have strong ties to Britain, sport and sporting events are a great platform to help the UK remain internationally competitive.

 

Sports visitors stay nearly twice as long (14 days compared with eight) as the average overseas visitor to the UK and are generally younger. This is particularly true for visitors who play sport during their stay (27 per cent were under the age of 25 in 2005, while the world average is 19 per cent for this age group).

 

An analysis of the International Passenger Survey shows sporting activities are already a popular draw for international visitors.

 

Germany’s World Cup in 2006 is also being held up as an example of the benefits a global sporting event can bring to a destination.

 

Analysis of the Nation Brands Index shows perceptions of Germany’s cultural, political, commercial and human assets, investment potential and tourist appeal all  improved following the World Cup.