Brits are falling in love with their capital metropolis once more, based on new knowledge revealing the bulk would like 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 the town’s plans to rework its tourism and hospitality business by 2030.
Rose Wangen-Jones, managing director, advertising and marketing, vacation spot & business 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 corresponding 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 more likely to ebook a metropolis break than a coastal or rural getaway. Over 41% consider 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, enhance the quantity of nights spent in London per journey. The Vision proposes plenty of measures together with extending opening hours throughout the town to help with rising capability, and calling on authorities help to enhance infrastructure, permitting Brits to get out and in of the town.
London makes Brits proud
Brits are followers of London: with virtually 60% saying they had been proud to name London their capital metropolis. Over half additionally agreed they like the thought of a ‘staycation’ in London, as a result of it places a reimbursement into the UK financial system. And with regards 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 progress for each guests and Londoners.
Visitors need a combination of iconic and new journey experiences
When it involves the sort of actions Brits are in search of from a journey journey, virtually 1 / 4 stated their favorite a part of London is its historic websites, with London’s most iconic landmarks corresponding to Buckingham Palace, Tower of London, Big Ben and London Eye that includes within the high 5 decisions.
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, using a canal boat and exploring a Roman temple rating as among the most sought-after choices.
Three quarters of respondents stated they would want to make three or extra journeys to London earlier than they felt they’d seen every little thing they needed 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 the town and giving vacationers and Londoners new and thrilling components of London to discover.
Sustainability shall be a high shopper precedence – with encouragement from the business
Green points have gotten a high 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 determination making. With greater than a 3rd open to contemplating a extra sustainable UK ‘staycation’ versus a visit overseas, there may be clear urge for food from customers to make greener decisions when they’re introduced with them.
As a metropolis with excellent connections to the remainder of the world, there may be extra to be carried out to steer guests to include neighbouring European locations into their travels and encourage sluggish journey. London gateway journey presently accounts for 12% of all visits to the capital metropolis – with the Vision predicting this may and may go additional by 2030.