A major bid has been launched in the City – for the square mile to attract more tourists.
A website promoting London’s world-famous business district to leisure visitors has gone live – thecityofldn.com – which will showcase its cultural assets, from historic sites to state-of-the-art hotels and bars, alongside world class restaurants and pubs.
The Corporation of the City of London, which runs the Square Mile, has set up a programme to boost the leisure economy, called Destination City, with the website launch “a pivotal moment” for the policy.
Chris Hayward, the Corporation’s policy chairman, aims to make the City into a “thriving, seven-day-a-week destination” powering … recovery, driving footfall and spend, and future economic vitality.”
He added: “By making the City’s voice heard; by speaking about the opportunities for like-minded brands, organisations, and investors to get involved; by working together; we can redefine the Square Mile as a destination of choice for years to come.”
City attractions drew in almost 5 million visitors in 2022, from the Barbican to the Sky Garden, with the Elizabeth Line putting 1.5 million more people with 45 minutes of the City. The line was a year old on May 24, with 140 million journeys made so far, and 600,000 made on a typical day.
The initiative has set its sights on what it calls “experience seeker” visitors, more adventurous tourists who want new and unique ways to spend their leisure time, both from the UK and abroad,
Its first major event was held in October, when the City held a mass treasure hunt, a maze of adventures, three carnival inspired fairs, and a spectacular fire finale. Called The Golden Key, it attracted over 30,000 people, with the increased footfall boosting Square Mile cafes, pubs, bars, and restaurants.
The Museum of London had its busiest day of the year, with over 3,000 visitors.
And there are already signs that weekends in the City are getting busier after the pandemic, having long been quiet compared with the bustling business week before Covid. Saturday and Sunday traffic at City tube stations is already above where it was before lockdown on both days, up 107% and 131% respectively.
City attractions drew in almost 5 million visitors in 2022, from the Barbican to the Sky Garden, with the Elizabeth Line putting 1.5 million more people with 45 minutes of the City.
