Four London boroughs have joined with the Mayor to fund a major new campaign to promote tourism in the capital.
The City of London, Camden, Westminster and Kensington & Chelsea, who together account for around half of all spending by tourists in the capital, have contributed £400,000 towards the £2m ‘Only in London’ campaign.
The campaign, which officially launches on Wednesday 29th April, is designed to highlight the “truly unique experiences” which London has to offer.
Mayor of London Boris Johnson said: “These additional funds to the war chest from our partner boroughs will make a big difference to the results of our exciting campaign and will help boost visitor numbers further.”
“Whilst we kick off our marketing drive today with ‘West End it’s Time’, a unique initiative to drive visitors into the centre of London, it is crucial that we take nothing for granted and continue shouting from the rooftops that London is a fantastic city to visit, whether filling your shopping bags, visiting one of our incredible museums, or grabbing a meal.”
Officials say they expect the campaign to deliver an additional £60m in economic benefits to the city by the end of the year. Figures supplied by London’s tourism chiefs suggest Visit London’s £600,000 winter marketing campaigns brought £6.7 million to the economy.
Visit London’s Chief Executive Sally Chatterjee commented: “I’m delighted that four key central London boroughs have backed the “Only in London” campaign. Tourism is an industry that can produce results even in a recession, so it’s essential that we continue to promote London to both domestic and international audiences. The ‘Only in London’ campaign keeps London at the forefront by promoting the great one-of-a-kind experiences that only our capital can offer. We want to challenge visitors to discover things that make London one of the most incredible cities in the world.”