Let's Do London: domestic recovery campaign 2021

An aerial view of Tower Bridge with a boat passing through on the river Thames, and The Shard and City of London in the distance
An aerial panorama of Tower Bridge. Copyright: 2022 Ingus Kruklitis/Shutterstock. Image courtesy of Ingus Kruklitis/Shutterstock.
Find out about the highly successful domestic Let's Do London campaign, which ran from May 2021 to March 2022.

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 


additional visitor spend


return on investment


social media engagements


target audience reached


value in kind


UK media coverage

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

ALVABaker Street Quarter PartnershipCovent Garden capco
City of LondonGrosvenorHilton
Historic Royal PalacesHeart of London Business AllianceMarriott International
MerlinNew West End CompanyRoyal Albert Hall
Science MuseumShaftesburySOLT
South Bank BIDTateThe British Museum
The Crown EstateThe National GalleryNatural History Museum
V&AVisit GreenwichZSL London Zoo