Working Paper 54: Visit London's leisure tourism marketing campaigns

This paper estimates the economic impacts of leisure marketing campaigns conducted by Visit London in North America, Europe and Australia for London and the UK.

This research enhances the methodology originally developed in Working Paper 46, refining both the assessment of the economic benefits of Visit London activity as well as the costs (both direct and indirect) of campaign activity. The enhanced methodology is tested for the first time outside of the North American market.

This evaluation provides a more in-depth qualitative analysis of survey findings and recommends areas for further research in future evaluation.