Five-ring circus

WHEN asked why the United States is a fine place, few would instinctively mention its hosting of the 1996 Olympics in Atlanta. Greece's status as an economic and political pariah has not been greatly eased by fond memories of Athens 2004. Still, in the unquantifiable world of soft power, hosting an Olympic games is a big deal. Some 100 presidents, princes and other national leaders will flit by London at some point during the games, along with up to 40,000 journalists. Britain's government hopes to change their view of the country, drum up investment and improve bilateral relations in what a foreign office official politely calls a “relatively unchallenging” forum. It is the political equivalent of corporate entertaining, only with a more expensive tent.

Foreigners' views of Britain have changed surprisingly little since the 1950s, when it was backing out of empire and giving up on hats. Respondents to the Anholt survey, an international poll to which diplomats pay attention, describe the country as nice but dull: a predictable, trustworthy place. As national stereotypes go this could be worse, but it is strikingly close to the Britain that the New Labour government thought it was leaving behind when London's bid triumphed back in 2005. In addition to remedying this, the government hopes to use the games as a giant networking opportunity for the business folk who will be flying in for corporate boondoggles. Before a javelin has been thrown or a hurdle cleared, a government-sponsored conference for would-be investors will be completed at Lancaster House.