A Tourism Vision for London

Discover our new vision for London’s tourism industry.

We collaborated with more than 100 of the capital’s tourism businesses, including Gatwick Airport, Hilton, Merlin Entertainments and Airbnb, as well as leading industry associations such as the Association of Leading Visitor Attractions (ALVA) and the British Hospitality Association, to define a new vision for London’s tourism industry.

We believe that if this vision is realised, tourism will drive economic growth and stimulate the city’s cultural scene, support even greater numbers of jobs and strengthen London’s reputation as an open and welcoming city.

Why is tourism important to London?

Tourism plays a vital role in London’s economy. It employs one in seven of London's workforce and strengthens London’s reputation as an open and welcoming city.

1 in 7

of London's workforce is employed in tourism


of the capital's GDP is generated from tourism

* Statistics: Tourism: Jobs and Growth. The economic contribution of the tourism economy in the UK. Deloitte & Oxford Economics, 2013

The opportunity

Visits to the capital by 2025 are projected to attract 40.4m international and domestic visits annually – 30% more than in 2016 – but such growth and associated economic benefits will only be realised with a coherent vision and the means to implement it.


visits per year projected to London by 2025


projected into London from visitors by 2025

* Statistics: London & Partners analysis, 2017

I am delighted to endorse and support this new vision. It sets out a clear new direction for London’s tourism sector.
Sadiq Khan, Mayor of London

How London can get there

This vision outlines how creating a world-class visitor experience will be crucial to growing London’s tourism sector.

The industry believes this can be achieved through activity in four areas:

  • Pre-visit promotion: convincing more people to choose London by attracting more first-time visitors; drawing more visitors during off-peak seasons and directing them to locations where London has capacity; and showcasing London’s cultural offer.
  • Visitor experience and information: providing visitors with information to help them do more and see more in London; improving information to help them find rewarding food experiences; and encouraging visitors to explore areas beyond central London and connect with Londoners.
  • Infrastructure and amenities: ensuring London can sustain and accommodate the growing number of visitors; and investing in culture, amenities and digital infrastructure.
  • Developing the infrastructure for business visits and events: strengthening the meetings and events proposition by understanding drivers for growth and reviewing capacity constraints; creating a world-class business visitor experience through greater coordination across the city; and addressing regulatory constraints that make London less attractive for delegates. 

A Tourism Vision for London

Thank you to all the organisations that kindly gave their time and valuable insight to help deliver this vision.

There are so many exciting developments in the pipeline to help London maintain its attractiveness to tourists the world over. For tourists, this creates an exciting opportunity to experience the character and diversity of London’s people and places, facilitating cultural exchange.

Sharon Ament, Director, Museum of London