London launches new campaign to boost domestic tourism

Published on : Tuesday, May 11, 2021

London Mayor Sadiq Khan has recently announced plans for the biggest domestic tourism campaign the capital has ever seen. The plans are designed to help the economy get back on its feet as COVID-19 restrictions are eased. Khan has confirmed that immediate priority will be given to the new ‘Let’s Do London’ campaign, which is being created in partnership with the city’s hospitality, culture and retail industries.

The flagship campaign has been introduced to encourage Londoners and visitors back into central London and will include a programme of one-off special events created in partnership with London’s best-known cultural institutions and tourism attractions. It will kick off later this month with the capital’s famous chefs, foodies and hospitality venues coming together to promote and celebrate London’s world-class food offer. There will also be new exciting public art installations to attract people back into London from this month.

David Hockney, one of the UK’s most influential living artists, has redesigned TfL’s iconic roundel ‘Hockney Circus’ in a special artwork as part of a takeover of Piccadilly Circus Station. Turning central London into a huge outdoor art gallery, award winning London designer Yinka Ilori is leading on ‘Asphalt Art,’ a series of major new temporary streetscape commissions in central London and the City of London, in partnership with the London Design Festival and Bloomberg Philanthropies’ Asphalt Art Initiative.

The autumn will welcome back major creative festivals, such as London Fashion Week, Frieze London, the London Design Festival and the 65th BFI London Film Festival, before the return of major events and attractions over the winter. There will be further exciting announcements across the year to showcase London’s world class nightlife, cultural attractions and hospitality businesses as well as the city’s grassroots venues and how creative freelancers, artists and performers will be at the heart of the programme as it continues to develop.

The mayor has allocated £6 million to directly support the new campaign, in addition to industry contributing over £1 million in funding and value-in-kind. Khan said in a statement that it is an honour to have been re-elected with a huge mandate as Mayor of the city he considers the greatest in the world. He shared that this will be the biggest domestic tourism campaign London has ever seen to champion its businesses, cultural institutions and attractions that have suffered so much during the pandemic. He mentioned that the campaign is about getting the message out to Londoners and people across the country that the capital stands ready to entertain, inspire and enthral once again.

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