The document summarizes findings from a global study on attitudes towards visiting London before the 2012 Olympics. Key findings include: 1) Awareness of London hosting the 2012 Olympics increased significantly after the Beijing handover ceremony, with over 70% now aware. Awareness is highest in China, India, and Spain. 2) Around 15% said the Olympics would influence their decision to visit London in the next 12 months, unchanged since the handover. Interest is highest among Chinese and younger adults. 3) Nearly half feel more positive about London as a destination now due to it hosting the Olympics, with little negative impact. Positivity is strongest in India and China. 4) Most were aware

1. Global Research: Benchmark Attitudes towards Visiting London before 2008 Olympic Handover Wave 2 – October 2008 Undertaken for

2. Journey through document Introduction: Aims, scope and method Main study findings Points to Ponder…

3. Introduction: Aims, Scope and Method

8. Global market coverage optimised to represent developed and emerging

9. Robust coverage within each market enabled good spread of gender and age Even spread across gender Broad spread across total age of 18-65 years All Non Rejecters of visiting London in the future Subsequent waves matched initial wave’s gender and age split per market: Total number of interviews: Wave 1 Pre handover: N=4064 Wave 2 Post Handover (Oct 08): N=4035

10. All interviews followed a simple question structure Q1 - Which of the following cities do you think will be hosting the 2012 Olympics? (London’s 2012 host city status then revealed to all) Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months? Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Q5 - After the Olympic flag has been officially handed over to London at Beijing in August 2008, how do you think you will feel THEN about London as a potential holiday destination? (NOT ASKED POST-HANDOVER) Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?

11. Main study findings from Wave 2 research, conducted Oct 2008

12. Which of the following cities do you think will be hosting the 2012 Olympics?

13. Over seven in ten are now aware of London’s 2012 host city status Most in the UK aware of location of 2012 Olympics Two thirds of non UK are aware that London is host city of 2012 Olympics Q1 - Which of the following cities do you think will be hosting the 2012 Olympics? 1% 2% 3% 1% 4% 73% 96% 65% 2% 5% 6% 1% 1% 13% 17% 3% 3% 3% 1% Total (4035) UK(1009) ROW (3026) Paris Beijing London Rome Athens Stockholm Don't Know None of these

14. Correct attribution increased in all markets. Highest awareness outside UK in China, India, Spain US market have lowest awareness overall, though this has increased significantly since handover Very high awareness in China, dramatic increase since handover Awareness – by Market Not available

16. What ONE THING could potentially influence your decision to visit London in the next 12 months ?

18. No change since handover in influences on visiting London in next 12 months Potential Drivers to visiting London – by Market Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months?

20. Few differences in influences on visiting London by age; Olympics slightly more appealing to under 45s No major difference in influences since handover: 35-44 yr olds slightly more influenced by Olympics now, than pre-handover Q2 - What ONE THING could potentially influence your decision to visit London in the next 12 months ? Potential Drivers to visiting London – by Age % stating Olympics pre handover: 14% 17% 16% 13% 9% 9%

21. Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW ?

23. Positive reactions to London as a holiday destination have increased very slightly since handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: 44% 47% 37% 36% 48% 50%

24. India & China most positively influenced markets. India and US more positive now than pre-handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: Pre handover 44% 38% 36% 27% 42% 48% 67% 75% 25% NOW (Oct 08) 47% 33% 40% 22% 40% 46% 78% 79% 38% Positive/Negative impact of London hosting 2012 Olympics – by Market

25. Positivity towards visiting London NOW due to host status greatest amongst 18-34s, as pre-handover Q3 - Does the fact that London is hosting the 2012 Olympics make you feel more positive or negative about London as a potential holiday destination NOW? Any positive: Pre handover 44% 50% 49% 43% 39% 33% NOW (Oct 08) 47% 52% 52% 44% 43% 37% Positive/Negative impact of London hosting 2012 Olympics – by Age

26. Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics ?

27. 7 in 10 are aware of the Olympic handover, higher in UK and China, lowest in US Awareness of handover at the end of the previous Olympics Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Awareness of handover by Age Awareness of handover by Market

28. Awareness levels of the handover rose post-handover in UK, but fell in US Q4 - Were you aware of a handover at the end of the previous Olympics to mark the start of the next Olympics? Awareness of handover at the end of the previous Olympics Total (4035) Pre handover 63% aware Awareness of handover by Age Awareness of handover by Market Pre handover : 61% 60% 64% 67% 70% Pre handover : 54% 51% 64% 57% 61% 79% 93% 52%

29. On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?

30. The positive influence of London’s 2012 host status has improved slightly since pre-handover Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all? Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 3.98 4.66 NOW (Oct 08): 4.84 4.16 5.07

31. Indians & Chinese more likely to be influenced by upcoming host status…France and US least influenced, though US improved since handover Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all? Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 3.78 4.18 3.63 4.23 4.32 5.92 6.21 3.64 NOW (Oct 2008) 4.84 3.84 4.48 3.49 4.23 4.64 6.73 6.79 4.53

32. Younger potential travellers continue to be more likely to be influenced by host status to visit London Degree to which London’s 2012 Olympic host status will influence decision to visit London in next 12 months – by Age Mean Score Pre Handover 4.49 4.64 4.77 4.41 4.41 3.84 4.84 4.96 5.02 4.75 4.84 4.37 Q6 - On a scale of 1-10, will the fact that London is hosting the 2012 Olympics influence your decision to visit London in the next 12 months, where 10 is Definitely Influence and 1 is Not influence at all?

33. Points to ponder…

38. Thank you