CT Consults

London – Why try harder when you’re No.1?

Column in Trafalgar Square

The challenge

In 2015 London was announced as the most visited cultural destination in the world. No.1. Top dog. Job done? Not quite. London has always led by continually innovating and setting cultural trends. Pausing isn’t an option. 90% of London’s visitors follow the path of least resistance (but most congestion) and head to the top 20 attractions. London is so much more, both centrally and when striking out a little further. If encouraging people to explore, London has to then be navigable so that visitors can find the great stuff, the new stuff, in a city where Time Out lists 150,000 events across 55,000 venues daily.

'I Love Culture' totes bags sitting on chairs. Naming ourselves CT Consults

Our response

We produced a cultural tourism vision for the city, which we continued to support the Mayor of London’s Culture Team through publication, but also with advocacy, training, workshops and toolkits. The vision focused on the real London (where tourists feel like Londoners and locals can feel like visitors), brimming with distinctiveness and authenticity.

Kickstarting a new approach

For its Cultural Tourism Vision & Strategy for London, we successfully aligned economic development strategies for a range of agencies (including VisitBritain and London & Partners) and those for each of the capital’s boroughs, to support a tourism investment and visitor dispersal strategy that would deliver for the whole city. It responded to the market’s increasing demand for quality immersive experiences, surprising niche discoveries and a new approach to creating content to share it all. Subsequent work in places like Royal Greenwich have taken this forward, generating new public-private sector investment and partnerships, and growing visitor markets for parts of the city often overshadowed by the central London offer.

Glass clad oval shaped building in London
It is important that London is the best experience in the world, that it is the attack brand for the UK, but it needs to be much more multi-layered.”

James Berresford, (former) Chief Executive, VisitEngland

New cultural tourism impact baseline (2015)

Four out of five travellers say 'culture' is their main reason for coming to London and cultural tourists spend £7.3 billion a year, generating £3.2 billion for our economy and supporting 80,000 jobs in the capital.

Partnerships & joint campaigns

New approach to partnership working delivered successful Punk London anniversary campaign 2017

Celebrating London’s boroughs

New focus on diversity of London’s offer through London Borough of Culture programme

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