London Is Gearing Up for Olympic Glory

All eyes will be on Great Britain this July, when the Games of the XXX Olympiad  take place. London, the host city, has been preparing for the world’s greatest summer sports spectacle for seven years, ever since it defeated Paris in the final round of the host city competition in 2005. The Summer Olympics will run from July 27 to Aug. 12, and London—as well as the rest of England, plus Scotland and Wales—is ripe for high-end tie-in incentive programs. 

In conjunction with the Olympics and the Paralympics that follow, from Aug. 29 through Sept. 9, London has expanded its infrastructure. Billions of dollars have been spent to upgrade and expand light rail, subway, and highway transportation networks and to build Olympic facilities, which will be available to groups after the Games end. 

A former industrial site in East London has been transformed into Olympic Park, a square-mile area that will create a green backdrop for the Games and a new green space to be enjoyed for years to come. The ArcelorMittal Orbit, an eye-catching steel sculpture/observation tower, will function as both a sightseeing attraction and hospitality space after the Games conclude.  

All of the talk about London hosting the Olympics has had a ripple effect. VisitBritain says that while London and Edinburgh maintain their positions as the two most popular destinations for international visitors, places such as Cardiff, Glasgow, Manchester, Newcastle, and Windsor have benefitted from an Olympic spirit that has pervaded across the United Kingdom. Many smaller towns around the region have been beneficiaries, as well.

When tourism analysts looked at visitation levels, host city London came out as the top destination, with 14.7 million international visitors. Edinburgh followed, with 1.3 million overnight visitors soaking up its unique blend of traditional and modern culture.

Firmly entrenched in the top five U.K. cities, with 551,000 overnight stays, is Scotland’s style capital, Glasgow. The city will host Olympic soccer matches at Hampden Park, Scotland’s national soccer stadium. Also Scotland’s largest city, Glasgow is home to more than 30 museums and galleries and a full program of performing arts events and festivals each year. It will play a key role in the Cultural Olympiad celebrations.

“The 2012 Games will see sporting battles take place across Britain, offering a fantastic showcase for the diversity and wonderful experiences that can be found in every area,” says Patricia Yates, strategy and communications director for VisitBritain.

The Olympic Torch Relay will travel through the United Kingdom on a 70-day journey, spotlighting areas of the region. The 8,000-mile relay will begin at Land’s End in Cornwall, England, on May 19. The torch will arrive at Stranraer in Scotland, straight from Larne in Northern Ireland, on June 8. It will loop around Scotland, traveling as far north as Lerwick in the Shetland Islands, before crossing into Berwick-upon-Tweed, England. 

Torchbearers will carry the Olympic flame through six Scottish cities: Glasgow, Inverness, Aberdeen, Dundee, Stirling, and Edinburgh. According to the London Organizing Committee of the Olympic and Paralympic Games, the torch will come within 10 miles of 95 percent of all people in the United Kingdom. The publicity will enable local communities to shine a light on the best they have to offer. 

Naturally, the Olympics will bring throngs of people, making the planning of an incentive program during this time extra challenging. A program that immediately precedes or follows will still wow participants, however, says Jodi Swailes, senior buyer and geographic specialist for Western Europe for the purchasing and product development unit at West Des Moines, IA-based incentive house ITAGroup. 

“Pre- and post-Olympic programs offer access to the venues and provide much of the excitement of the Olympics at far more reasonable costs and with fewer hassles,” says Swailes. “We have a lot of clients focusing on Great Britain.” 

She has several interested U.S. groups, including manufacturing companies that have European divisions. These clients plan to combine work and play. They will visit their offices and production facilities in Great Britain and then go to the Olympics or visit the attractions and facilities after the Games have ended. 

All of the wondrous sights and sounds that will emanate from Great Britain as it hosts the Olympics will add to its allure as an incentive destination, says Swailes. “Great Britain will be on people’s minds. This will even help the incentive programs slated for next year,” notes the ITAGroup official.

Last March, she visited some of the Olympic facilities, as they were being readied, and was impressed by what she saw. “The new Olympic Stadium has been built in an area that was once downtrodden,” Swailes enthuses. “It’s exciting that this revitalized area will be a new spot for guests to explore.” 

She continues: “Scotland, England, and Wales will all benefit from the Olympics. Plus, the publicity of the Games will be built-in promotion for my clients. Great Britain is a great incentive destination, especially for groups that have never been overseas. Everyone speaks English, and it’s an easy area to get around.”