Plan De Accion Londres

London Tourism Action Plan
2009-13
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1. Mayor’s foreword

2. Background

6. Key achievements 2006-09

3. The importance of tourism

7. Strategic priorities for the Plan

4. Leadership in tourism

5. Strategic framework for tourism in London

8. London Tourism Action Plan 2009-13

9. Measures of success

10. Abbreviations

11. Glossary

ContentsMayor’s foreword

2

Background

4

The importance of tourism to London

6

Leadership in tourism

10

Strategic framework for tourism in London

13

Key achievements 2006-09

17

Strategic priorities for the
London Tourism Action Plan 2009-13

19

London Tourism Action Plan 2009-13

21

Measures of success

38

Abbreviations

40

Glossary

41

London TourismAction Plan 2009-13

1

1. Mayor’s foreword

2. Background

6. Key achievements 2006-09

3. The importance of tourism

7. Strategic priorities for the Plan

4. Leadership in tourism

5. Strategic framework for tourism in London

8. London Tourism Action Plan 2009-13

9. Measures of success

10. Abbreviations

11. Glossary

Mayor’s foreword
London has been voted thegreatest destination in the world and my
vision for London is to see it remains as the greatest city, for visitors,
workers, students and residents alike. I want it to excel amongst other
global cities, providing the highest standard of living for its people
and dynamism and energy for its enterprises. London’s strength as
the leading visitor destination is based on these qualities alongside itstraditions, its diversity and its heritage.

London Tourism Action Plan 2009-13

2

1. Mayor’s foreword

2. Background

6. Key achievements 2006-09

3. The importance of tourism

7. Strategic priorities for the Plan

4. Leadership in tourism

5. Strategic framework for tourism in London

8. London Tourism Action Plan 2009-13

9. Measures of success

10. Abbreviations11. Glossary

London. I am also Chair of the London Skills and
Employment Board and direct the London Learning
and Skills Council with its £635 million adult skills
budget. Recently, I launched the Promote London
Council to create a more comprehensive and joined
up approach to marketing the capital, particularly
in the run-up to the London 2012 Olympic and
Paralympic Games.

thank youfor your comments and support in creating
this Action Plan and I look forward to continuing to
work with all London stakeholders to deliver this
Plan and ensure that our capital continues to be the
leading global destination for visitors.

At the time of going to publication, we are facing
tough economic conditions and the recession has
affected us all. In response to these challengingtimes I have created a package of practical
measures. Through my Economic Recovery Action
Plan we will refocus resources and build on existing
success. This will include extra support and
advocacy for the city’s tourism industry, recognising
the important role that tourism has to play in
London’s wider economic recovery.

The Games offer us a massive incentive and
opportunity to show off thecity both to visitors
during the time they will be here and through the
media to a massive worldwide audience. London
has the chance to reinforce its status as a first class
visitor destination and advance its standing in new
markets on the back of the Games. This Tourism
Action Plan has a key role to play in delivering
my aim of providing an inspirational citywide
experience for everyonein the capital and to
maximise the opportunities for legacy.

Boris Johnson
Mayor of London

Through providing additional funding for
marketing, the official tourism organisation for the
capital, Visit London, has delivered a number of
successful promotional campaigns to attract more
visitors to the city and inject new income into the
city’s economy. Already, we are seeing the...