The European Tour Operators Association gets it right again. After multiple attempts to warn the various Olympic hype merchants that there would be no tourism benefits from the London Olympics its predictions of an actual decline in tourism are coming true. Among those taken in by the hype are hotels which have been jacking up their prices in expectation of a visitor bonanza. This has only added to the developing disaster and brought BoJo out in hives as he warns of 'repercussions for years to come' if London gets it wrong.

According to ETOA it's already too late. It reports: 'Several operators are effectively dropping London as a tourism destination for the bulk of 2012.' Worse, it says: 'As London is removed from the product offer, the rest of the UK goes with it.'

After years of responding to good advice with hype SebCo Ltd has also started to call on hotels to come to their senses and adopt a fair pricing charter. Some hope!

ETOA's Tom Jenkins sums up the situation: “An industry stands in jeopardy through overhyped fantasies of bonanza.”