Celebrate the best of British
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Love British Food 2012
2012 will be the most patriotic year in our lifetimes with the Diamond Jubilee and the arrival of the greatest sporting event in the world on our shores. What better way to express our patriotism than through food! Which is why in 2012 we are planning activities throughout the Diamond Jubilee year and we are changing the dates of British Food Fortnight, for one year only, to run at the same time as the Olympics under the banner ‘Love British Food 2012’. The attention of the world will be on us so let's use the opportunity to put not just Britain but British food in the best possible light! Food and sport go hand in hand: sport inspires us to be more active and eat more healthily and food is part and parcel of getting together with family and friends to enjoy great sporting occasions.
Dates of Love British Food 2012 are 27th July to 12th August 2012
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- It is estimated that £2 billion could be generated and that almost two-thirds of this growth will happen in the four years after the Games so make sure you get your share by getting involved!
- VisitBritain predicts that 50-70% of the net economic benefit will come through hospitality and tourism over 7-10 years.
- Being involved will generate as much profit as if it were Christmas! And every day will be a weekend in terms of customer expectations and purchasing patterns.
- Over 8,000 full-time equivalent jobs will be created by the Games and the UK hospitality industry has the potential to create 236,000 new and additional jobs by 2015 as a result.
- How other countries have benefited from previous games:
- Number of international visitors doubled the decade following the Barcelona 1992 Games.
- Sydney games boosted Australian economy by US $3.3 billion.
- The Athens 2004 Games contributed to a 10 per cent increase in inbound visitors in 2005.
- This is a nationwide opportunity. Everyone in the country will be looking to be patriotic. There will also be overseas visitors everywhere, not just during the Games but in the build up too. Olympic competitions are taking place in many locations - click here to see where. And there will be training camps across the country where visiting teams will be based and one of them may be near you.
- While visitor numbers will peak during the opening and closing ceremonies of the Games, don't forget there is a huge amount of revenue to capture during the run-up, during and after the Games. For example, in London, the Mayor will be providing a range of free-to-access events across the city - including Live Sites click here] with capacities of up to 50,000 showcasing local and international talent, the Cultural Olympiad [click here] and the Mayor's Outdoor Arts Festival. And Councils across the country will be organising numerous public events.
- Read what LOCOG has to say about British Food Fortnight - Jan Matthews' article in The Grocer of 18 September 2010 - “Countdown to a special British Food Fortnight” - download the PDF.
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