The Department for Culture, Media and Sport (DCMS) are responsible for championing the tourism and leisure industries at the national level. With strategic partners and sponsored bodies they help to improve the quality of what the UK has to offer.  DCMS aim to maximise the contribution of the tourism and leisure industries to the economy and improve the quality of life for all.

The 2012 Olympic Games and Paralympic Games provide the UK's tourism industry with its biggest opportunity in recent years.  England's Northwest is working hard to ensure that the region benefits from London 2012.    DCMS launched "Winning: A Tourism Strategy for 2012 and Beyond" which aims to maximise the potential benefits offered to UK tourism by the London 2012 Olympic Games and Paralympic Games including the significant legacy expected, not just for London but for the whole country.