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London, UK – London & Partners launches new SMG Insight / YouGov research which shows London fever has spread around the world.
London is set to inspire the world over the next 4 months in the run up to London 2012 according to new research launched by London & Partners which shows the extent of international excitement about the Olympics and the host city, London.
In central London, outside the Olympic Park, a celebration of cultures will be hitting the streets, with National Olympic Committees creating a festival atmosphere by offering opportunities for fans from around the world to show their support for their athletes. Over 40 nations will be represented through official NOC Houses situated around London. The NOC houses will offer fans an opportunity to experience the national entertainment and culture, watch sports on big screens and join in celebrations during athlete appearances.
London 2012 is also creating a lasting global sporting legacy with over one-in-four people from sampled nations inspired to take up swimming and one-in-five considering taking up cycling this year. To capitalise on this interest plans are already in place to launch a new world-class cycling event in the city following the Games – cycling’s equivalent of the London Marathon.
Such is the excitement about the Games in China that two-thirds of the Chinese population, the hosts of the 2008 Olympics, are inspired to participate in Badminton during 2012 and over half intend to take up table tennis.
Music, culture and outdoor spaces are also important for international visitors to London. London’s river, squares and parks are an important attraction for visitors with almost 6-in-10 stating that they intend to visit London’s famous outdoor spaces. In these spaces, BT will be hosting BT London Live sites where medal events will be shown on the big screen and a daily schedule of cultural and arts showcases from around the world will be shown.
Retail will also experience a significant boost with over 40% of visitors planning to go to world famous shopping locations such as Harrods, Selfridges and Oxford Street.
Iain Edmondson, Head of the Major Events team at London & Partners, said: “During the Games, there will be a festival atmosphere filling the streets of London with numerous opportunities for the public to experience the spirit of the Games even if they don’t have tickets. After 2012 people will be able to turn the inspiration of the Games into participation, by entering London’s world-class mass-participation events such as the London Marathon, London Triathlon and new road cycling event.”
Key results from the London Sport Global Inspiration Survey show that:
The full report can be viewed and downloaded from here:
For the full list of NOC houses available to the public and what’s going on in London throughout 2012 go to http://www.visitlondon.com/2012