London and the UK are receiving a massive tourism boost from the 2012 Olympic and Paralympic Games despite concerns before and during the event that it would have little impact, reveals research released at World Travel Market.

Almost two-thirds of senior industry executives attending World Travel Market this week state there has been an increase in demand for London following the Games, including more than a quarter that say there has been much more interest.

Furthermore, this interest has spread to the whole of the UK with 54 per cent of the 1,277 senior industry executives polled stating an upturn in holidaymakers’ appeal for the UK.

As a result of the increased levels of interest, 52 per cent of senior industry executives have increased their capacity for London and 42 per cent have increased their capacity for the UK following the Games.

The statistics fly in the face of concerns at the time that at best the 2012 Olympic Games would have a minimal impact on visitor levels to London and the UK while most pessimistic commentators claimed they would lead to a future drop in visitor numbers.

Reed Travel Exhibitions, senior exhibition director, World Travel Market, Simon Press said: “It just goes to show that if you get something the size and ambition of the Olympics right, the benefits down the line will be considerable.

“For more than two glorious weeks the eyes of the world were focused on the UK and the country delivered.

“Every man, woman and child who helped make the event such a success should feel very proud of the positive impact they have made and we hope the country continues to reap the benefits.”

results were revealed in the 2013 Industry Report which was released earlier.