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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
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.
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: “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:
· 28% of adults are inspired to take up swimming during 2012 and 20% are inspired to take up cycling.
· 69% of the Chinese population are inspired to watch basketball during 2012. Nearly a third (30%) of the international survey is inspired to watch athletics/running.
· Half of visitors to London are inspired to visit a museum or historic building. Slightly more (53%) will visit a tourist attraction such as Madame Tussauds and 57% will visit a park, river or public space.