Mayor of London, Boris Johnson, has outlined plans to boost cultural tourism in the UK capital.
He says he wants visitors to enjoy the “giant oak trees” of major cultural institutions, but also “dig deeper into the undergrowth and savour the wild flowers of our quirkier and more off beat attractions.”
A new report,
Value of Cultural Tourism to London, published by the Greater London Authority shows cultural tourists spent £7.3bn in 2013, generating £3.2bn for the economy and supporting 80,000 in the capital. Four out of five travellers say culture is their main reason for visiting London.
However, much of the capital is missing out on this bonanza. London’s top 20 attractions account for 90 per cent of tourist visits and, according to Transport for London, most first time visitors stay within zones one and two - the inner core of the city.
Mayor of London, Boris Johnson, believes more needs to be done to maximise the potential of culture in the capital and aims to increase its economic impact further, creating jobs and ensuring the sustainability of cultural organisations.
“Cultural tourism generates billions for our economy, but we are up against other great destinations, like New York, Paris, Amsterdam and Berlin, who are also competing for the attentions of the savvy traveller,” says Johnson.
“We celebrate our world class museums, galleries, theatres and concert hall in the heart of the city, but we must stop underselling the cornucopia of other cultural riches to be found right across the capital.”
City Hall is now working with the capital’s promotional agency, London and Partners, VisitBritain, the Association of Leading Visitor Attractions and cultural leaders to investigate how partnerships, collaborative working and more effective use of marketing and resources can be used to promote the less obvious cultural choices.
An Evening Standard poll asking Londoners to recommend a hidden cultural gem received 974 suggestions, the most popular included Sir John Soane’s Museum, walking along the Thames, Horniman Museum, pie and mash shops and the William Morris Gallery.
