London’s tourism industry has been severely impacted by the COVID-19 pandemic, as well as the loss of tax-free shopping for international travelers. However, the city’s tourism has received a much-needed boost through the successful ‘Let’s Do London’ campaign led by Mayor Sadiq Khan. This campaign is being hailed as the largest domestic tourism initiative the city has ever seen.
Launched earlier this year, the ‘Let’s Do London’ campaign was designed to target both domestic and international audiences. Its main objective was to entice visitors back to the capital and stimulate spending within the city. Recent data now reveals that the campaign has been a resounding success, resulting in an additional £289 million in spending.
According to the mayor’s office, the campaign has achieved an impressive return on investment, with every £1 spent generating a £28 return. Moreover, it is estimated that the campaign will attract an extra 600,000 visitors from various parts of the UK, Germany, France, and the US. This is particularly noteworthy considering that other European cities offering tax-free shopping advantages have been more successful in attracting tourists.
To ensure the campaign’s success, Mayor Khan extended its reach by visiting New York earlier this year. The campaign allocated £7 million to entice international tourists, £2 million to attract overnight visitors from within the UK, and £1 million to engage directly with Londoners themselves.
Prior to the pandemic, London was the third most visited city in the world and enjoyed a thriving tourism sector, which accounted for one in seven jobs and contributed nearly 12% to the city’s gross domestic product. Additionally, visitors to London spent over £640 million in local economies outside of the capital.
The ‘Let’s Do London’ campaign has not only breathed new life into the city’s tourism industry, but it has also showcased London’s resilience and appeal as a global destination. As the campaign continues to yield positive results, it is expected to further boost tourist numbers and aid in the recovery of the local economy from the adverse effects of the pandemic. Londoners and visitors alike can once again look forward to enjoying all that the capital has to offer.
[Link 1](https://www.london.gov.uk/press-releases/mayoral/campaign-brings-289m-in-return-for-investment) [Link 2](https://www.visitlondon.com/things-to-do/sightseeing/london-attraction/lets-do-london-campaign)
