Let's Do London: domestic recovery campaign 2021

Our citywide Let’s Do London campaign, commissioned by the London Tourism Recovery Board, aimed to drive consumer spend and footfall across London's tourism, retail, hospitality and cultural sectors.

London needed a consumer recovery campaign – international and domestic visitors to London spent nearly £11bn less year-on-year in 2020 due to the coronavirus pandemic.

As part of the Mayor of London's £6m recovery fund, London & Partners convened the tourism industry and delivered a recovery marketing campaign to support the reopening of central London, with an initial focus on domestic audiences.

About the Let's Do London campaign

From May 2021 to March 2022, the Let’s Do London recovery leisure campaign aimed to generate incremental visits and consumer spend across our key target audiences: Londoners, domestic daytrippers and overnight stays.

To attract London visits, we inspired our audiences to enjoy all the amazing things to do in London, while also providing reassurance that the city could be visited in line with the UK government’s roadmap and safety guidelines.

The business tourism side of the campaign also aimed to encourage the domestic business community and event planners to bring their events, conferences and meetings to London to help protect jobs in the hospitality industry.

The campaign was commissioned by the Tourism Recovery Board, delivered by London & Partners and supported by the Mayor of London, Transport for London and key tourism stakeholders. 

All London tourism businesses from across the leisure, culture and hospitality sectors were invited to use the campaign or support it.

Key results and highlights 

Be part of the Let’s Do London campaign

You can get involved in the next phase of Let's Do London. Our international recovery campaign targets French, German and US audiences, as well as continuing to inspire domestic audiences – find out how to take part in the campaign!

London recovery campaign supporters