Plans to ensure that UK tourism gains an extra more then £2 billion when London hosts the 2012 Games, were published today by Tourism Minister Margaret Hodge -

Winning: A Tourism Strategy for 2012 and Beyond, drawn up with VisitBritain and Visit London, provides a blueprint to help the £85 billion industry gear up to prepare to welcome millions of new visitors in the lead up to and beyond London 2012.

The UK is a hugely successful tourist destination. Our world-class hotels and attractions drew in 32.2 million oversees visitors in 2006 while London saw overseas tourist numbers rise to a record 15.6 million.

But not every business is up to scratch. Currently just 53 per cent of accommodation in the UK is signed up to the national star-grading scheme and only 34 per cent of the capital's accommodation has any kind of quality mark. And we're not always good at welcoming people - the UK ranks 14th out of 40 countries for our welcome.

The strategy aims to change that. It sets out how tourism must: 

• engage all UK businesses in a new campaign aimed at domestic and overseas visitors starting at the Beijing handover in 2008;
• develop a skilled workforce providing better customer service; 
• drive up quality in accommodation by increasing the number of places (to 85 per cent) that are accredited under the national star-grading scheme; 
• promote the UK as a key location for international business visits and conferences; and
• improve sustainability by ensuring that the needs of the environment are central to the development of the tourism industry.

Margaret Hodge said:

"From the London Eye to the Lake District we have some of the finest tourist attractions in the world. We've got a good image as a tourist destination - but I want that image to be excellent.

"London 2012 is a huge opportunity for the UK tourism industry. In five years time millions of visitors will be coming here for the first time and we want them to come back time and time again - and bring their family and friends. It's about creating a lasting legacy.

"This strategy will help every sector of the industry - from the smallest B&B to the largest chain hotel, from the quiet seaside town to the noisy theme park - gear up, improve its service and improve its welcome in time for 2012."

VisitBritain Chief Executive Tom Wright said:

"The Olympic and Paralympics Games represent a decade of opportunity for the whole of the UK with benefits in the years before, during and after the event itself. VisitBritain is already committed to raising the quality of the visitor experience with a Welcome to Britain Charter in development while we also encourage more accommodation providers and attractions to join the quality-assessment schemes. Furthermore our international marketing strategies, working with our partners, will help to develop the global perceptions of Britain and generate ever more visitors and win more major events.

"With these strategies in place coupled to the right commitment and investment from public and private sectors, we can leverage our global network of offices - particularly in emerging markets with the greatest potential for future growth - to create the biggest audience for British destinations."

Visit London Chief Executive James Bidwell said:

"The London 2012 Games are a once-in-a-generation opportunity to showcase London and the DCMS tourism strategy is an important framework to assist the industry in the run up to the London Games. London plays a crucial role in driving the nation's visitor economy and a major gateway role in drawing visitors to Britain. Almost 50 per cent of overseas visitors to Britain include London as part of their visit.

"The focus of Visit London will be to lead the capital's tourism industry on the benefits and challenges presented by the Games - to ensure that they capitalise on the estimated £1.5 billion or over two-thirds of the overall benefit.

"Success for London will be to leverage the 2012 Games so that our capital remains a genuine global leader as world economic power and influence nexorably shifts towards emerging markets."