The visitor economy has been identified as a key area of activity in the East Midlands Strategy for the 2012 Games, which sets out the region's ambition in the run up to the games and beyond.

East Midlands Tourism has, together with a 2012 visitor economy steering group, agreed three objectives around which the visitor economy will focus its activity.

• Develop the region's tourism offer by building closer links with sporting and cultural events
• Support the visitor industry to raise product and service quality standards via the East Midlands' 'Quality ImprovementProgramme', and a regional commitment to skills development within the sector
• Fully exploit the 2012 'platform' to grow visitor numbers to the region before, during and after the Games, securing a wider East Midlands visitor audience as a lasting legacy

The photographic images of East Midlands Athletes in East Midlands locations have been transformed into a short film.

This unique film  captures current and aspiring Olympians and Paralympians in some of the East Midlands key tourism destinations.

The inspiring film, like the images showcases the East Midlands as a region of sporting excellence and a great place to visit in the run up to the 2012 Games and beyond.

To watch the film please follow the link below:

East Midlands Tourism has commissioned photography of regional Olympians and Paralympians set in key tourist attractions in the East Midlands.

This unique collection of images captures current and aspiring Olympians and Paralympians, many of whom live as well as train in the East Midlands, taking part in their chosen sport at leading tourism attractions around the region.

They showcase the East Midlands as a region of sporting excellence and a great place to visit in the run up to the 2012 Games and beyond.