Brits are falling in love with their capital metropolis once more, in accordance with new knowledge revealing the bulk would favor to vacation in London versus different European metropolis breaks and 60% are proud to name London their capital metropolis. The analysis has been commissioned by London & Partners, which runs Visit London, to coincide with the launch of a new Tourism Vison, which outlines town’s plans to remodel its tourism and hospitality business by 2030.
Rose Wangen-Jones, managing director, advertising and marketing, vacation spot & industrial at London & Partners, stated: “So much has changed since our last Tourism Vision back in 2017 – we knew it was absolutely essential to create a new framework to support one of London’s most vital industries. It has been so rewarding to lead such a collective effort along with organisations across the tourism industry in London, creating a vision that we know will benefit both Londoners and tourists alike. Sustainability, inclusivity and resilience, all of which are increasingly important to visitors and the industry, are all at the heart of our shared vision as we work to make London a brilliant experience for all.”
The Mayor of London, Sadiq Khan, stated: “Tourism is a key driver of London’s economy, supports over half a million jobs, and is one of the cornerstones of our diverse, vibrant, global city. This Tourism Vision builds on the inspiring way the tourism and hospitality sector came together during the pandemic, working collaboratively for the benefit of their businesses and the capital’s recovery, and I am looking forward to taking the next steps together as we build a better London for everyone.”
UK guests are flocking again to London
City locations similar to London are recovering strongly from the pandemic, with new analysis revealing almost 6 in 10 Brits are feeling extra assured about reserving a metropolis break once more following the pandemic. The analysis additionally revealed Brits had been now extra prone to e book a metropolis break than a coastal or rural getaway. Over 41% imagine metropolis escapes provide extra sights, extra alternative in eating places and cafes, and simpler transport choices than a seaside getaway.
The London 2030 Tourism Vision outlines the necessity to create higher experiences for Brits to get pleasure from within the metropolis and in flip, improve the quantity of nights spent in London per journey. The Vision proposes numerous measures together with extending opening hours throughout town to help with rising capability, and calling on authorities help to enhance infrastructure, permitting Brits to get out and in of town.
London makes Brits proud
Brits are followers of London: with nearly 60% saying they had been proud to name London their capital metropolis. Over half additionally agreed they like the concept of a ‘staycation’ in London, as a result of it places a refund into the UK financial system. And relating to metropolis journeys, London was rated as having extra to supply than international competitor cities Paris, Amsterdam and Rome.
The new Vision outlines the necessity to guarantee London’s tourism and hospitality business brings prosperity and good development for each guests and Londoners.
Visitors need a combination of iconic and new journey experiences
When it involves the type of actions Brits are in search of from a journey journey, nearly 1 / 4 stated their favorite a part of London is its historic websites, with London’s most iconic landmarks similar to Buckingham Palace, Tower of London, Big Ben and London Eye that includes within the prime 5 selections.
At the identical time, Brits are in search of the ‘unexpected’ in London, with over half shocked by the variety of hidden gems throughout the capital – with rooftop cinemas, driving a canal boat and exploring a Roman temple rating as among the most sought-after choices.
Three quarters of respondents stated they would wish to make three or extra journeys to London earlier than they felt they’d seen all the things they wished to within the metropolis.
According to the Vision set out by London & Partners, by 2030, the UK capital metropolis ought to provide a wider vary of ‘visitor districts’, spreading numbers throughout town and giving vacationers and Londoners new and thrilling elements of London to discover.
Sustainability can be a prime client precedence – with encouragement from the business
Green points have gotten a prime consideration for travellers, with over half of Brits saying they do think about their carbon footprint when reserving a vacation. However, most admit this presently solely performs a small function of their choice making. With greater than a 3rd open to contemplating a extra sustainable UK ‘staycation’ versus a visit overseas, there’s clear urge for food from customers to make greener selections when they’re introduced with them.
As a metropolis with excellent connections to the remainder of the world, there’s extra to be performed to steer guests to include neighbouring European locations into their travels and encourage gradual journey. London gateway journey presently accounts for 12% of all visits to the capital metropolis – with the Vision predicting this will and may go additional by 2030.