REPRESENTATIVES from more than 250 North-East businesses have been told about the opportunities next year's London Olympics could bring to the North-East's £4bn tourism industry.

Delegates at today's breakfast briefing at Newcastle Uniteds St James' Park ground were told the event would bring improved external perceptions, greater profile and a major boost for the regions visitor economy, which supports more than 65,000 North-East jobs, in both the short and long term.

The event was organised by the NewcastleGateshead Initiative, which is responsible for promoting the area to visitors, with speakers including Roger Mosey, BBC's director of London 2012 and Tess Longfield, head of international destination PR at national tourist board VisitBritain.

St James' Park will host some of the Olympics football tournament, staging nine matches on six days between July 26 July and August 4 2012, including the men's quarter final.

NewcastleGateshead Initiative's chief executive, Sarah Stewart said: "We feel strongly that, as a region, we can't just sit back with a cynical smile and maintain that the Olympics will only make a difference in London.

"We all, as businesses and organisations, must maximise the opportunities on offer for the benefit of NewcastleGateshead and North East England as a whole.

"Our aspirations are long term. While encouraging visitors to travel here during 2012, it's equally important that we play a role in inspiring them to visit post-Games."

The event also featured a question and answer session with Olympians and Paralympians Stephen Miller, Chris Cook and Allison Curbishley.