London launches new 2030 Tourism Vision set to transform city’s hospitality industry

Brits are “falling in love with their capital city again”, according to new data revealing the majority would prefer to holiday in London versus other European city breaks.

The research has been commissioned by London & Partners, which runs Visit London, to coincide with the launch of a new Tourism Vision, which outlines the city’s plans to transform its tourism and hospitality industry by 2030.

City destinations such as London are recovering “strongly” from the pandemic, with new research revealing nearly six in 10 Brits are feeling more confident about booking a city break again following the pandemic.

The research also revealed Brits were now more likely to book a city break than a coastal or rural getaway. Over 41 per cent believe city escapes offer more sights, more choice in restaurants and cafes, and easier transport options than a beach getaway.

The London 2030 Tourism Vision outlines the need to “create better experiences for Brits to enjoy” in the city and in turn, increase the amount of nights spent in London per trip.

The Vision proposes a number of measures including extending opening hours across the city to support increasing capacity, and calling on government support to improve infrastructure, allowing Brits to get in and out of the city.

Over half of participants agreed they like the idea of a ‘staycation’ in London, because it “puts money back into the UK economy”. And when it comes to city trips, London was rated as having more to offer than global competitor cities Paris, Amsterdam and Rome.

Rose Wangen-Jones, managing director, marketing, destination & commercial at London & Partners, commented: “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.”

By Matthew Neville – Correspondent, Bdaily

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