A review of tourism policy for the 2012 Olympics

This review considers the main tourism policy documents published by the UK Department for Culture, Media & Sport which are explicitly linked with the hosting of the Olympic Games in London in 2012. It reflects on the use of evidence gained from wider events hosting strategies utilized elsewhere, but notes concern about the lack of a coherent marketing theme and the potential to spread the tourism benefits beyond the main event venues. It concludes citing again the oft-noted problem about the links between tourism and wider cultural strategy development.

Culture and the 2012 games: creating a tourism legacy?

The role of tourism in delivering wider economic legacies is strongly stated in recent national tourism policy documents. The Olympic Games are envisaged to have the legacy impact of ‘4 million extra visitors’ and ‘50,000 extra jobs’ over 4 years (DCMS (2011). Government Tourism Policy, p. 15). This paper considers the nature of Olympic tourism and the possible contribution of the Cultural Olympiad to developing a cultural tourism legacy. It does this by investigating local perceptions of culture and local cultural enactments in the London Borough of Hackney, one of the five boroughs surrounding the Olympic Park. This research shows that local cultural enactments and programming connected to the Olympics are largely motivated by a wider social agenda. They are funded by a wide variety of arts, social and youth programmes and largely reflect initiatives and projects that were already in place in the Borough. While there is an acceptance that cultural events might stimulate the visitor economy, specific discourses around ‘tourism’ and ‘tourists’ are not expressed by the people engaged in the local process.

The complexities of tourism and regeneration: the case of the 2012 Olympic Games

Regeneration proposals typically seek to use a range of physical, economic and social initiatives to tackle inequality and improve areas. Often they attempt to change the image of places, making them more attractive to tourists, investors, and residents. The role of tourism in these regeneration processes is complex and contested. Tourism elements are often not well understood by decision-makers and sometimes create tensions with wider social regeneration aspirations. Using concepts from complexity theory, this paper interrogates the relationship between tourism and wider regeneration aspirations connected with the 2012 Olympic Games. It uses complexity theory to explore the context within which policies are developed, and the relationships between different policy initiatives. Both are highly complex, constantly evolving and sometimes ambiguous. It argues complexity concepts might be used to help to develop deeper understanding of the relationships between tourism and regeneration.

Exploring the intangible impacts of cultural events on the creative sector: Experiences from the Cultural Olympiad programmes of Torino 2006 and London 2012

This paper engages with the debates around the Olympic legacy by exploring the qualitative, intangible impacts of the Cultural Olympiad programme on local small creative firms in Torino, Italy and London, UK. The research objectives are achieved through a qualitative study of local small creative firms’ perceptions of the impacts of the Olympic Games’ cultural programme on their activities. To achieve this, Torino 2006 and London 2012 are used as case studies. The findings of this exploratory study show that cultural events can impact the creative sector. They do this by providing opportunities for mutual learning and access to initiatives that may generate ideas and new skills, as well as contributing to the development of a creative field. The study also explores the weaknesses and missed opportunities linked to the Cultural Olympiad programme, as perceived by creative practitioners. These include the lack of information and failure to engage smaller businesses. Based on qualitative analysis and discussion, recommendations for future organizers and further research are provided.

London 2012: changing delivery patterns in response to the impact of the Games on traffic flows

The paper addresses road freight transport operations during the London Olympic and Paralympic Games in 2012. It presents work carried out prior to the Games to understand pre-Games patterns of freight deliveries in London (for both light and heavy goods vehicles) and the results of modelling work carried out to assess the likely impacts of the Games road restrictions on freight operations. The modelling results indicated that increases in total hours travelled carrying out collection and delivery work would range from 1.4% to 11.4% in the six sectors considered. The results suggested increases in hours travelled in excess of 3.5% in four of the six sectors modelled. The possible actions that could be taken by organizations to reduce these negative impacts were also modelled and the results indicated that such actions would help to mitigate the impact of the road restrictions imposed on operators during the Games. The actual impacts of the 2012 Games on transport both in general terms and specifically in terms of freight transport are also discussed, together with the success of the actions taken by Transport for London (TfL) to help the road freight industry. The potential freight transport legacy of the London 2012 Games in terms of achieving more sustainable urban freight transport is considered and the steps being taken by TfL to help ensure that such a legacy can be realized are discussed. Such steps include policy-makers continuing to collaborate closely with the freight industry through the ‘London Freight Forum’, and TfL's efforts to encourage and support companies revising their delivery and collection times to the off-peak; improving freight planning in the design and management of TfL-funded road schemes; electronic provision of traffic information by TfL to the freight industry, and the further development of freight journey planning tools.