FROM PROMISES TO REALITY - Analysis on the Impact of the 2012 Olympic Games in Stratford
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2025-07-03
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en
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Abstract
This thesis develops an analysis of the legacy of the London 2012 Olympic Games in
Stratford, examining how the event’s promises turned into outcomes for tourism, infrastructure,
and local development. The main research question explores the extent to which the Olympic
Games delivered their promises regarding short-term and long-term transformation in
Stratford. The thesis then focuses on the availability and affordability of accommodations and
their influence on the rise of short-term accommodation platforms, such as Airbnb.
Furthermore, it examines the long-term economic impact of the Olympic Games on attracting
tourists to small and new businesses, such as cafés and restaurants. Finally, it also analyses to
what extent the Olympic Venues and eco-friendly infrastructures have remained in use and
succeeded in attracting tourists. All of these areas allude to the final goal of this thesis, which
was to understand if Stratford had become a tourist destination, and if its regeneration has been
successful in attracting visitors over time.
Through a mixed-methods approach, the findings reveal that although the Olympic
Games led to an important physical regeneration, the social and tourism-related outcomes were
uneven and limited. Short-term rental platforms experienced rapid growth in Stratford
following the Olympic Games, resulting in rising rents and a decline in affordability for
tourists. This trend suggests that the promise of affordable accommodation for all tourists has
become commercialized. When it comes to small and new businesses, they saw minimal
advantages from tourism due to the Olympic Games. Tourist activity was focused on
commercial areas, while smaller businesses faced challenges such as low visibility and limited
inclusion in destination marketing strategies. Lastly, Olympic Venues and eco-friendly
developments avoided abandonment after the Olympic Games, but their tourist appeal is linked
to scheduled events or local leisure.
Despite a rebranding in accessibility, Stratford did not become a distinct or competitive
tourist destination. The promises of the Olympic Games were not consistently maintained or
converted into a lasting tourist appeal. Stratford still lacks a tourism identity that includes
distinct visitors and local businesses in the long term. Olympic legacies cannot be maintained
without inclusive strategies.
Keywords: Olympic Legacy, Stratford, MSE, Sustainability, Tourism economy.
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