The British Council has welcomed research findings from VisitBritain and the GREAT campaign that show the impact of the London 2012 Games on the UK’s overseas image.
John Worne, Director of Strategy at the British Council, said:
“This research confirms our view that 2012 put the UK’s vibrant culture on the world stage like never before. The English language, UK education opportunities, the Arts and our way of life have never been in greater demand worldwide – our ‘soft power’ is a world class asset for the UK.
“All the signs point to a significant return on the UK’s investment in the big events of 2012. But we can’t rest on our laurels – the only way to ensure that we continue to enjoy a positive image in the eyes of the world is to keep ourselves on the world stage through international education, language learning, and sharing our great cultural assets.”
See details of the British Council’s own research on how the UK’s big events of 2012 have benefited the UK’s reputation overseas.