World warms to Olympic Britain

Published on 17/01/2013 00:37

Britain’s standing as a country where tourists are welcome has been enhanced by last year’s Olympics, it has been revealed.

Britain is also rated more highly for sporting prowess following the Games, a worldwide survey by VisitBritain showed.

Research in 15 countries asked people to rate 50 nations in various categories before the Games and afterwards.

In the category of the “warmth of welcome to overseas visitors”, Britain moved from 12th before the Games to ninth afterwards. In the “excels at sport” category, Britain moved from seventh to fifth, while Britain as a nation “brand” moved from fifth to fourth.

But despite coverage of the torch relay, the view of Britain as being “rich in natural beauty” barely improved.