London tourism can be one of the big winners at the 2012 Olympic Games and Paralympic Games, according to the Games organisers.

Keith Mills, deputy chairman of the London 2012 organising committee, told tourism representatives that the Games could be worth as much as £2bn to London's visitor economy.

Speaking at Visit London's annual general meeting, Mills said: "The Games in London will showcase the capital's people, places, cultures and capabilities to the world like never before."

Mr. Mills spoke of the importance of a coordinated approach between the London 2012 organising committee and tourism agencies in promoting London in the lead up with the Games.

"Thoughtful planning and the careful building and nurturing of effective, mutually beneficially partnerships between public and private sector agencies, international partners, and the Olympic organisers will be needed to maximise this once in a generation opportunity," Mills added.

James Bidwell, chief executive of Visit London, said: "Although 2012 is seven years away, we need to maximise the benefits before, during and after the Games take place.

"We're looking forward to working closely with the London 2012 Organising Committee to develop a promotional strategy that makes the most of the opportunities to encourage visits to London."

The annual general meeting was addressed to over 100 representatives from London's tourism sector, including attractions, hotels and restaurants.