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 The Tour de France is the biggest annual
sporting event in the world and is probably the only one that
is free to watch. It is broadcast worldwide to an estimated
two billion people and is followed by many millions of
spectators along the route.
Before the race, a huge promotional cavalcade of vehicles brings
a carnival atmosphere to the streets, showering the crowds with
souvenirs and gifts.
Organisers expected that more than three million people would
line the streets in this country alone, with a further 12 million
watching the remaining 19 stages through France.
With such a huge audience watching, the Tour de France gives
Kent a remarkable opportunity to attract visitors to the county,
promote Kent worldwide and give businesses a chance to cash in on
an international extravaganza.
It is thought that the race generated at least £37million in
income for Kent businesses, from accommodation to food and drink,
souvenirs and travel.
It was also a chance for Kent to showcase not just its glorious
scenery and historic buildings but its ability to stage such a huge
and complex spectacle. With the 2012 Olympics and Paralympic Games
on the horizon, Kent is keen to prove it can play a part in staging
major worldwide events.
For businesses, the Tour de France helped to reinforce the
message that Kent is a prime location, between the continent and
London. TV viewers watched the riders leave London's historic
landmarks behind and then enter the scenic delights of the Garden
of England. |