But many ordinary tourists will steer clear of London during (and, probably, shortly before and after) the Olympics, predicts Tom Jenkins of the European TourOperatorsAssociation, a trade body.
An industry organization, the International Association of Antarctica TourOperators (IAATO), lacks legal authority but ostensibly oversees the industry.
Most travel companies in the region subscribe to IAATO, the International Association of Antarctic TourOperators, which sets guidelines to manage tourism here.