The Government today unveiled the strategy designed to ensure that UK tourism gains an extra £2.1b when London hosts the 2012 Olympic Games.

Winning: A Tourism Strategy for 2012 and Beyond, drawn up with VisitBritain and Visit London, sets out how the industry must:

• engage all UK businesses in a new campaign aimed at domestic and overseas visitors, starting at the Beijing handover in 2008
• develop a skilled workforce providing better customer service
• drive up quality in accommodation by increasing the number of places (to 85%) that are accredited under the national star-grading scheme
• promote the UK as a key location for international business visits and conferences and
• improve sustainability by ensuring that the needs of the environment are central to the development of the tourism industry.

Tourism Minister Margaret Hodge said: "London 2012 is a huge opportunity for the UK tourism industry. In five years' time millions of visitors will be coming here for the first time and we want them to come back time and time again - and bring their family and friends. It's about creating a lasting legacy.

"This strategy will help every sector of the industry - from the smallest B&B to the largest chain hotel, from the quiet seaside town to the noisy theme park - to gear up, improve its service and improve its welcome in time for 2012."

VisitBritain chief executive Tom Wright added: "With these strategies in place, coupled to the right commitment and investment from public and private sectors, we can leverage our global network of offices - particularly in emerging markets with the greatest potential for future growth - to create the biggest audience for British destinations."

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By Daniel Thomas

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