Supporting London's visitor economy
Every year, millions of visitors from around the world visit London. Whether travelling for leisure or business, from overseas or from other parts of the UK, visitors are vital to the capital’s economy. They help to make London a diverse and vibrant global city.
London offers memorable experiences, world-class culture, arts and heritage, star attractions, and exceptional food, hospitality and nightlife.
Our thriving visitor economy helps ensure companies continue to invest in London, The benefits to our city are huge, with 16 million people visiting London every year.
Thriving in a changing world
The pandemic’s impact on London’s visitor economy was undoubtedly tough. We are working hard to drive the industry’s recovery in a way that is sustainable, resilient and inclusive.
We are working to ensure it remains a place that Londoners are proud of, and that welcomes and entertains people from the UK and beyond, as a world-leading global city rich in history, culture, diversity and innovation.
Tourism and London & Partners
London & Partners is London’s official destination agency, which receives funding from the Mayor of London.
It exists to support the Mayor’s priorities by promoting London internationally as a leading world city in which to invest, work, and visit.
London & Partners promotes London across the world and attracts overseas companies, talent, events and visitors to the capital. London & Partners works to attract international business conventions and conferences, major sporting and cultural events and promotes London to international leisure visitors.
London & Partners’ Tourism Vision 2030, sets out a strategic vision to ensure long-term, resilient and sustainable success for London’s tourism.
London's Visitor Experience Strategy defines the city's priorities to deliver the London 2030 Tourism Vision. A strong visitor experience is essential to encourage repeat visitors and strong word of mouth recommendations.
The impact of the pandemic and cost of living hit London’s tourism and hospitality industries hard. The Mayor has recognised the importance of these sectors in helping London get back on its feet and continue its development as the best place to work, live and visit.
The Mayor invested £2.4m in London & Partners’ Let’s Do London tourism campaign which helped to attract an additional 308,000 international visitors generating an additional £162m tourism spending in 2023 alone. Let’s Do London has supported London’s economy to roar back from these challenges.
Over the last three years, Let’s Do London has helped attract over 850,000 additional tourists, contributing over £360 million to London’s economy.
Retail
The retail sector is an integral part of London’s economy and retail shops are a central feature of the Central Activities Zone (CAZ), town centres and high streets across the capital.
The retail sector has faced tremendous challenges from the pandemic, Brexit and the withdrawal of the VAT-free shopping scheme. The sector continues to call for the reinstatement of the VAT-free shopping scheme, a business rates reform and changes to visa rules and Sunday trading hours.
City Hall has been vocal about the reinstatement of the VAT-free shopping scheme and supported the sector through various initiatives including Highs Streets for All Challenge.
Hospitality
London’s hospitality sector plays an important role in the vibrancy of London’s visitor economy and employs 593,000 Londoners – or 9 per cent of capital’s employment.
The sector has faced immense challenges from Brexit, Covid and the cost of doing business. While hospitality has enjoyed an increase in spend in the summer and winter months key issues remain. The sector has continued to call for a lower rate of VAT and business rates reform to boost growth.
City Hall has supported the sector to recover and grow through initiatives, such as Let’s Do London, Grow London Local as well as through advocacy. We have engaged directly with industry through trade bodies such as UK Hospitality and the London Business Forum on key issues.
Culture and Creative Industries
Our cultural and creative sectors are vital elements of London’s attractiveness as a visitor destination. London is a leading creative capital city, which attracts talent and enterprise from all over the world. The creative economy is estimated to provide one in six jobs in London and the creative industries generate around £47 billion for the London economy. It is also one of London’s fastest growing sectors.
Mayor Sadiq Khan will support London’s creative and cultural sector to continue making and exporting the best products and services in the world.
Alongside a clear strategy for the London’s night time economy, the Mayor continues to invest in Creative Enterprise Zones. These are areas of London we can focus on to support artists and help creative businesses put down roots and thrive. They will help artists and creative businesses to stay in London by providing affordable workspace, business support, and new routes into creative jobs.
Night time economy
1.6 million people, or one-third of London’s workforce - usually work in the evening or at night.
Our restaurants, theatres, cinemas, music venues, clubs and bars are world famous and a huge attraction for everyone who lives or works here. They also attract millions of international visitors each year and are growing faster than the wider economy. But there is much more to London at night.
London’s night-time economy is a vital part of its offer as a 21st-century global city. The city’s diverse range of theatres, pubs, restaurants, music venues and nightclubs is second to none.
The Mayor has published his vision for London to become a truly 24-hour city which is welcoming and accessible for all. This includes a range of activities and services, from museums and theatres opening later, to late night shopping, and round-the-clock health services.
Next steps
The Mayor will work to address some of the big barriers preventing growth in the visitor economy, including:
- lobbying on behalf of industry over recruitment from the EU
- lobbying for continued visa free travel to the UK for European citizens
- enhancing Wi-Fi connectivity across London for the benefit of visitors
- making it easier for tourists to walk, cycle or use public transport
- improving international connections including lobbying for continued membership of the European Common Aviation Area.
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