Tour brings cash boost for London
London will benefit from an astonishing cash injection of £115million during the three days that the Tour de France is in town.
The event makes its debut in the capital this weekend with the opening ceremony on Friday, followed by the prologue on Saturday and Sunday's first stage.
A study by UK Sport has forecast that income from the spectacular will far outweigh the £6.8m cost of bringing the Tour to London, making it a major staging post in Mayor Ken Livingstone's quest for the capital to become a magnet for international sports franchises.
UK Sport, who have devised an economic impact formula based on previous major events, made their prediction on the likely spending on hotels, restaurants and entertainment of the Tour's entourage of 4,800 people, 2,000 international media and the huge crowds which will descend on the capital.
Organisers stress London may also enjoy long-term spin-offs for tourism as the 'Grand Depart' is broadcast by 78 television companies with an audience of two billion. Images of Tour cyclists flashing past such iconic venues as Buckingham Palace and the Houses of Parliament will effectively be a postcard to potential tourists in 190 countries.
It is estimated the prologue will attract a crowd of one million, while one-and-half million fans are expected as the peloton travels from Greenwich to Canterbury.
All the routes will be lined with London 2012 paraphernalia, sending out a positive message to the whole world.
Coming to a place called London: the Tour
A mini-boom for the London hotel industry is predicted this weekend, with 83,000 people to stay overnight and 35,000 to stay for two nights.
A marketing procession of 200 vehicles, representing 40 brands, is expected to parade along the route before the cyclists, tossing out freebie hats and sweets as they go.
