The resurgence of London: ‘Let’s do London’ and its remarkable impact

The Purpose

The purpose of the Let’s Do London campaign is to reignite London’s tourism sector and revitalize the city’s cultural and economic attractions, which have been severely impacted by the COVID-19 pandemic. It aims to inspire confidence, boost consumer spending, and encourage people to experience London’s leisure, retail and culture to drive economic recovery.

The Challenge

Central London, the economic engine of the capital and the UK, faced a dramatic decline in its cultural and hospitality sectors due to the pandemic. The closure of galleries, museums, music venues, theatres, pubs and restaurants, along with the collapse of international tourism and the shift to remote work, has significantly impacted the city’s economy. The challenge is to rebuild London’s tourism sector, which plays a vital role in the city’s economic revival and job protection.

Let’s Do London has resulted in 330,000 additional visitors to the city and an associated £81 million increase in visitor spending.

The Solution

The Let’s Do London campaign, launched by the Mayor of London, seeks to address the crisis by targeting Londoners, domestic day-trippers, and overnight visitors. It combines a marketing campaign with a year-long cultural program that focuses on free and outdoor events, strategically using real-time data to intervene in economic cold spots across central London in collaboration with various partners. This campaign represents the largest domestic tourism effort in the city’s history, bringing together business districts, the culture and hospitality sector, Transport for London, and the Greater London Authority. It includes over 500 events and activations, promoting numerous local businesses.

The Impact

Let’s Do London has resulted in 330,000 additional visitors to the city and an associated £81 million increase in visitor spending. Approximately 45% of organisations have reported increased commercial activity due to the campaign, and 90% agree that it has added value to the wider local economy. As the world begins to open up again, the campaign’s focus is shifting to attract more domestic and international tourists, with an additional £10 million investment in key visitor markets like the USA, France and Germany. The campaign’s learnings will inform a new long-term tourism strategy aimed at making London a more resilient, inclusive and environmentally sustainable destination for the future.

Source: World Cities Culture Report 2022

Images Courtesy © Greater London Authority