Autumn is coming…and Sadiq Khan hopes it will bring more tourists
London mayor Sadiq Khan has launched a new plan to boost the capital’s status as a world-class tourist destination as the city prepares for a 30% rise in visitor numbers by 2025.
The plan, devised by VisitLondon and backed by more than 100 tourism partners, recommends increasing visitor numbers during off-peak periods and using technology to allow them to see more of the city.
With more than 40 million visitors a year expected to descend on London by 2015, the mayor said it was important to ensure the growth was sustainable.
"It’s important that all Londoners benefit from a growth in tourism. By inspiring visitors to come to our great city during quieter periods like autumn and to find hidden gems off the beaten track, we can ensure that the projected growth in visitor numbers is sustainable and that the tourism and cultural industries work for everyone."
One of the key suggestions from London & Partners, which runs VisitLondon, is that the industry curates content into seasons or themed months to encourage visitors during off-peak periods.
This month sees the launch of the fourth ‘Autumn Season’ campaign, which aims to showcase the city’s cultural highlights.
"London’s Autumn Season will show visitors what it is like to explore the city like a Londoner, whether that’s finding the capital’s secret treasures or visiting its world-leading exhibitions and shows. More than ever it is vital to ensure that the capital extends a warm welcome to all guests of our incredible city," added the mayor.
Tourism spending in the capital is projected to rise 50% to £22 billion a year by 2025.
China and India are likely to be the fastest growing markets for tourism in London, with visitor numbers from China more than doubling in the next eight years and India numbers rising by 90%, said the report.
The surge in visitors could be boosted in the short-term by currency fluctuations. Separate research from London & Partners shows that around two thirds of international visitors say they are more likely to visit London given more favourable currency rates.
However, the Tourism Vision report states that the growth in visitor numbers is not a given with increasing competition from other destinations fighting to attract new visitors and other challenges such as continued access to talent, the supply of new hotel rooms and aviation capacity that could constrain growth.
Linsey McNeill
Editor Linsey McNeill has been writing about travel for more than three decades. Bylines include The Times, Telegraph, Observer, Guardian and Which? plus the South China Morning Post. She also shares insider tips on thetraveljournalist.co.uk
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