1、1VisitLondon——theMay’sPlanfTourisminLondonContents1FewdbytheMayofLondon12Introduction23London’sVisitEconomy34TheMay’sRole75ChallengesfTourisminLondon106PrinciplesoftheMay’sPlan157HeadlinesfActionPlan178ganisationalStruct
2、ure219ANewStart–drivingtheprocessfward2410Glossary2511Abbreviations301FewdbytheMayofLondonTourismisvitaltoLondon’sprosperity.Oursisawldcitywithunrivalledappeal.ButwithgrowingcompetitionfromotherdestinationsaroundthewldLo
3、ndoncannolongeraffdtotakeitsstatusfgrantedrestonitslaurels.AlthoughLondonattractsalargenumberofoverseasdomesticleisuretouristsrankshighlyasadestinationfbusinesstravellerswecoulddomuchbetter.Ftoolongthetouristindustryhasl
4、ackedsufficientgovernmentsupptasenseofstrategicdirection.London’stourismhaslongneededablueprintflongtermgrowth.Thishasneverbeenmeurgentthannow.Theeventof11SeptembershookinternationaltourismprofoundlyhitLondonparticularly
5、hard.Therehavebeenseveralstagesinmystrategytorestrengthenthisvitalindustry.MyfirstprogrammewasemergencyaidtoattractpeoplebacktothehardhitWestEndtheatrelbyofferingdiscountedticketstoeveryoneinthecountry.Thisledtothesaleof
6、47000tickets.ThesecondstepwastosetuptheLondonTourismActionGroupwhichwkingwiththeLondonTouristBoardoffereda‘GreatLondonDeals’campaignwithhundredsofcutpriceoffersfthecapital.Thenextstepistolauncharadicalmarketingcampaignft
7、hecapitaltorevampthelongertermstructuresfpromotingtourisminLondon.Ihavethisyearput£3millioninto3developLondon’sTourismoverthethreeyearsfrom20034–20056.IthasbeeninfmedbyaStrategicReviewofTourisminLondoncommissionedbytheLo
8、ndonDevelopmentAgency(LDA)byextensiveconsultationwithindustryboughsotherstakeholderstheinputoftheGreaterLondonAuthity(GLA)Group.ItbuildsonthewkoftheLondonTourismActionGroup(LTAG)indevelopingarapidresponsetotheimpactonthe
9、tourismindustryoftheeventsof2001.This3yearplanftourisminLondonistheresultofayear’swkbytheLDAGLAMay’sadviss.ThisdocumentpresentshighlevelobjectivesfLondon’stourismsectoutlinestheframewkfdeliveringtourismsupptoverthe3yearp
10、lanperiodbeyond.AmedetailedActionPlanwillbedraftedconsulteduponwithinthecurrentfinancialyearinwhicharangeofactionswillbedefinedfdifferentpartners.ThesewilllinktotheMay’sfthcomingCulturalStrategy.VisitLondonisalignedtothe
11、May’sstatutystrategiesinparticulartheDraftLondonPlan(DLP)EconomicDevelopmentStrategy(EDS)publishedbytheLDATransptStrategyhasbeenpreparedwithregardtotheMay’scrosscuttingthemesofequalityhealthsustainability.Theseconnection
12、swillbereflectedinthedevelopmentofthedetailedActionPlan.TourismisavitalcomponentofLondon’seconomy.TheMayhasadutytopromotetourismtoassisthimincarryingoutthisdutyhereceivesagrantfromtheDepartmentofCultureMediaSpt(DCMS).The
13、MayhasdelegatedpowertotheLDAtoundertaketheGLA’sobligationstotheDCMS.VisitLondonhasbeendevelopedalongsidethecurrentprogrammeofactivitiesf20023agreedbetweentheMayDCMStoensureacontinuationindeliveryofservices.Thisisbeingdel
14、iveredonbehalfoftheMaybytheLDAthroughLondonTouristBoardConventionBureau(LTB).In20023theprogrammeofactivitiesfocusesonpromotingGreaterLondonasatouristdestinationasaGatewaytotheUK.Toalesserextentitaddressesencouragingdomes
15、ticUKvisitstoLondondevelopingthetourismproduct.TheMaythroughtheLDAhasallocatedanadditional£1.25milliontotourismin20023.3London’svisiteconomyEconomicsignificanceTheEDSfLondonrecognisesthetourismhospitalitysectasoneofthemo
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