Greater London

Around 90% of London's visitors concentrate on just 20 attractions, creating congestion while leaving much of the capital's cultural offer underexplored. The Mayor of London's Culture Team commissioned CTConsults to develop a city-wide Cultural Tourism Strategy that would encourage visitors to discover more of London's neighbourhoods, communities and creative experiences.

The strategy championed the ‘real London’ — where visitors could experience the city like Londoners, while inspiring Londoners to rediscover their own neighbourhoods. Alongside the strategy, CTConsults supported its implementation through advocacy, training, workshops, publications and practical toolkits for partners across the capital.

Working with organisations including VisitEngland, local authorities and cultural partners, we aligned cultural and economic development priorities to support visitor dispersal, tourism investment and sustainable growth. From the strategy, new programmes and campaigns have flowed — including Punk London and London Borough of Culture, helping embed culture at the heart of London's social and visitor economies.