The benefits of the Olympic Games will not come automatically and businesses and government must rise to the challenge, Visit London chief executive James Bidwell has warned.

Addressing business leaders, key organisations and political figures including London Mayor Ken Livingstone and Culture Secretary Tessa Jowell yesterday at the London business gears up for 2012 summit, Bidwell said the Games are an unparalleled opportunity for the capital.

“There are major business benefits to be had across a range of sectors from small businesses to major corporations. But the benefits will not come automatically and it’s up to all of us to deliver them,” he said.

Bidwell set out his key priorities for using the Games to market London.

These include the promotion of the capital in new markets such as India and China; as well as a greater government understanding of the business opportunities presented by the Games; and the need to capitalise on the opportunities to bring more major events to the city. 

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For more Olympic news on CatererSearch click here >>

By Kerstin Kühn 

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