The London 2012 Olympic Games flame has been extinguished, and the flag officially handed over to the proud hosts in 2016, Rio de Janeiro. As widely acknowledged, the London Games were a great success – showcasing both the warmth and eccentricity of the host nation whilst never detracting from the main event – the competitive beauty of each of the sporting disciplines. The world became transfixed on numerous emotional comebacks, stirring victories, new world records, along with the return of familiar favourites and the introduction to fresh fame-achieving faces.
For Britain, the 2012 Olympic were the greatest Olympic Games in more than a century. Truthfully it was their greatest-ever, with an impressive collection of both unforgettable moments combined with gold, silver and bronze medals. The country stands proud.
And for the moment, the floodlights are shinning on the London Paralympics. However, for us in the business of tourism, it is time to ask the real question – what impact will the Games have on increasing tourism demand?
Before and during the games we witnessed the effect of the local authorities’ warnings around Games-related traffic congestion, hassles of traveller movements, and general anticipated chaos that an additional 600,000 extra overseas visitors would have on the City. Ironically, because of these warnings, and the Games events being for the most part outside of the city itself, London was a pleasure. For the few non Game attendees, getting around, sight-seeing and dining reservations were never easier.
But back to the central question – I am concerned that after all of the great mood and spirit generated by the Games, there is little effective action been taken to capitalize on the glow.
Many of us are in the tourism industry are all too familiar with the effect of major events on destinations after the stadiums go dark – the inevitable post-event dip. After the closing ceremony fireworks end, the hotels empty out and frequently the travel industry grind to a halt, for months. In this instance, the focus of travelers will, unless inspired, move beyond London. London could quickly become last season…
What does this mean? We need to be clear of the impact – good and bad – of major events. And must plan and promote accordingly. Now is the time to ensure that post-event interest and activity is re-ignited. Now is the time to ensure that we sell destination London and the United Kingdom. The medal count and sold out event has become meaningless for travellers. We need to make sure there is still reason to love London.
Hosting major events is a huge high for the travel industry. It is however our job to make sure that we manage the risks of altitude sickness. London, take action, let’s ensure that you don’t fall into the same trap as others host destinations.