Wimbledon is preparing to cash in on the tennis championships with up to 500,000 visitors expected to pass through the area over the tennis fortnight.
For the first time ever, the army of fans arriving at Wimbledon station will be directed through the village on the way to the All England Club in a bid to provide a shot in the arm for the local economy.
More than 10,000 free guides have also been produced as business owners attempt to drive traffic into the area’s bars, restaurants and shops.
Diana Sterck, chief executive of Merton’s Chamber of Commerce, said: “There’s been a lot of interest to get involved with the guides and everyone wants to make the most of the next two weeks.
“It’s actually quite a mixed picture in Wimbledon and some shop owners even say they lose trade during the fortnight because of all the crowds.
“But businesses have to embrace the tennis by being more enterprising and exploiting the increased footfall.”
Members of the chamber will share a kiosk with the All England Club in the town centre, encouraging people to spend more time in the area.
Elsewhere, a contest to crown Miss Wimbledon has even been arranged to coincide with the tennis and according to the organiser, it will help promote the town to people across the world.
The event’s founder Mark McGough, said: “We’ve been going for a couple of years now and we want to expand and use the contest to show the world that there’s more to Wimbledon than the tennis.
“It’s our hope that the winner of Miss Wimbledon becomes a global ambassador for the whole town.”
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