Tourism agency London & Partners (L&P) says the domain will boost the city’s online identity and create a valuable revenue stream.
Mayor Boris Johnson supported an application by L&P to set up and run the domain name which will allow businesses and individuals to register .london names for websites.
Last week the Internet Corporation for Assigned Names and Numbers (ICANN), the body which oversees the creation of new domains, approved London’s application.
The first domains are expected to go on sale in early 2014 after consultations with key stakeholders including London First, Federation of Small Businesses (FSB), Transport for London and London boroughs
The allocation and sale of domains will be overseen by Minds + Machines on behalf of L&P which says any profits generated will be invested back into the city.
Mayor Johnson said the application’s success would help the capital “reinforce our position as a world leading digital innovator.”
Gordon Innes, CEO, London & Partners said, “The Dot London project brings variety and choice to the domain name market around one of the most famous city names in the world.
“We will be working hard with our partners in the months ahead to create opportunities for London and Londoners, and ensure a successful launch of the new domain.”
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