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1、1Visit Londonthe Mayors Plan for Tourism in LondonContents1 Foreword by the Mayor of London 12 Introduction 23 Londons Visitor Economy 34 The Mayors Role 75 Challenges for Tourism in London 106 Principles of the Mayors Plan 157 Headlines for Action Plan 178 Organisational Structure 219 A New Start d
2、riving the process forward 2410 Glossary 2511 Abbreviations 301 Foreword by the Mayor of LondonTourism is vital to Londons prosperity. Ours is a world city with unrivalled appeal. But with growing competition from other destinations around the world, London can no longer afford to take its status fo
3、r granted or rest on its laurels.Although London attracts a large number of overseas and domestic leisure tourists, and ranks highly as a destination for business travellers,we could do much better. For too long the tourist industry has lacked sufficient government support and a sense of strategic d
4、irection.Londons tourism has long needed a blueprint for long-term growth. This has never been more urgent than now. The event of 11 September shook international tourism profoundly and hit London particularly hard.There have been several stages in my strategy to re-strengthen this vital industry. M
5、y first programme was emergency aid to attract people back to the hard-hit West End theatreland by offering discounted tickets to everyone in the country. This led to the sale of 47,000 tickets.The second step was to set up the London Tourism Action Group which,working with the London Tourist Board,
6、 offered a Great London Dealscampaign with hundreds of cut-price offers for the capital.The next step is to launch a radical marketing campaign for the capital and to revamp the longer-term structures for promoting tourism in London. I have this year put 3 million into 2this from the London Developm
7、ent Agency, and intend to provide 4 million next year. I want this to be matched by a similar sum from the private sector.Londons tourism will continue to face challenges. We all hope that a new Gulf War can be avoided but if it does come, London will be faced with the challenge of rapidly rebuildin
8、g visitor confidence in the capital. We must hit the board running for this challenge by revamping our tourist delivery now.Alongside these immediate challenges a growing level of activity needs to be sustained in order to fight growing competition from rival destinations. We need to strengthen our
9、position as one of the top tourist destinations of the world. This is why I have decided to radically step up the support given by the public sector to tourist sector support in London.With my agreement, the London Development Agency has appointed advisers KPMG to look at all the implications of a n
10、ew delivery structure for tourism in London. I expect their work to be completed in time for this structure to start delivering against my plan by April 2003.Visit London my three-year strategic plan for tourism in London will:Provide new direction for Londons tourism industry, marked by a strong pr
11、ivate sector ethos I nominated an expert in marketing, Tamara Ingram, Chairperson and Chief Executive of one the worlds largest advertising agencies, McCann Erickson, as new Chair of the London Tourist Board and Convention Bureau. She was subsequently appointed by the LTB Board.Move tourism up the p
12、olitical agenda and secure increased funding through public-private partnership.Co-ordinate and engage the many stakeholders more effectively.Work at improving the London product by taking a clear strategic approach to the capitals infrastructure needs.Create a step-change in marketing with smarter
13、targeting.Ensure improved data intelligence is gathered to monitor trends and make London even better for the future.Lets all work together towards creating the best possible welcome forLondons visitors.Ken LivingstoneMayor of London2 IntroductionThis paper sets out a framework for a programme of ac
14、tion by the Mayor and partners to 3develop Londons Tourism over the three years from 2003/4 2005/6. It has been informed by a Strategic Review of Tourism in Londoncommissioned by the London Development Agency (LDA), and by extensive consultation with industry, boroughs and other stakeholders and the
15、 input of the Greater London Authority (GLA) Group. It builds on the work of the London Tourism Action Group (LTAG) in developing a rapid response to the impact on the tourism industry of the events of 2001. This 3-year plan for tourism in London is the result of a years work by the LDA, GLA and Mayors advisors.This document presents high-level objectives for Londons tourism sector and outlines the framework for delivering tourism support over the 3-year plan period and bey
