Tower Bridge with Olympic rings
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London's tourist trade hopes for an Olympic boost

21 July 2012 Last updated at 09:21 BST

As thousands of people arrive in London for the Olympics, the capital is gearing up with a series of cultural celebrations.

The Games' organisers want to involve as many people as possible through the Cultural Olympiad festival.

For the tourism industry it's a chance to sell the capital as a destination, as Nick Higham has been finding out.