Association of Leading Visitor Attractions

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05 Sep 2017

Roadmap for London tourism predicts 30 per cent visitor increase by 2025

Sadiq Khan has set out his tourism vision for the UK capital through to 2025, with the London mayor eyeing significant increases in tourism and revenue thanks to the newly-laid out industry masterplan.

Headed up by London & Partners (L&P), the tourism plan forecasts a 30 per cent increase in international and domestic visits to 42.6 million visitors annually, with a projected spending jump of 50 per cent to £22bn (US$28.4bn, €23.9bn).

“The benefit visitors bring to the city is huge – around one in one in seven of London’s workforce are employed directly or indirectly by the tourism sector – and this is an industry that provides opportunities to people at every stage of a career, from entry level jobs to senior management,” said Khan.

“This new vision to progress London’s position as a global capital for tourism sets out a clear new direction for London’s tourism sector, identifying where future growth will come from and the real opportunity we have to harness and manage that growth for the benefit of Londoners and visitors alike.”

China and India will be key markets if the tourism vision is realised, with Chinese visitor numbers expected to double by 2025 and Indian visitors to increase by 90 per cent.

The plan is split into four parts – pre-visit promotion; visitor experience and information; infrastructure and amenities; and developing infrastructure for business visits and events.

“Our vision is that visitors will be able to unlock the best version of London for them by tailoring
their experience,” said the report.

“They will be provided with better online and offline information to help them navigate the city more effectively and make more informed choices.

“They will be encouraged to do and see more of London, which will increase their satisfaction and likelihood of returning.

“The tourism industry will work together to manage the expected significant visitor growth
in a sustainable way.

“We will achieve our vision by balancing the needs of Londoners and visitors, with more
Londoners recognising the importance of the visitor economy and benefiting from its social
and economic impact.”

More than 100 industry partners including the likes of Merlin Entertainments, Airbnb and Gatwick Airport have backed the mayor’s new tourism vision, as well as industry associations such as the Association of Leading Visitor Attractions (ALVA) and the British Hospitality Association (BHA).

According to L&P research, the British capital is the most searched for destination in the world for city and short breaks, with searches increasing roughly 17 per cent each year. The most popular reason overseas and domestic tourists travel to London are its offerings in culture, arts, history and heritage, with its West End theatre district a particular draw.

To read the full tourism vision report, click here.