1. Londonunlimited PPD001 ® Tourism in London An overview of London’s visitor economy structure Phil Evans Greater London Authority

2. Londonunlimited PPD001 ® We operate under a four tier structure but the Mayor is in overall charge

3. Londonunlimited PPD001 ® The GLA is responsible for tourism policy and strategic planning

4. Londonunlimited PPD001 ® The London Development Agency has overall responsibility for the promotion and development of tourism in London -this includes the development and delivery of projects including training

5. Londonunlimited PPD001 ® Visit London is the marketing agency for tourism in the capital and it represents the industry as a partnership organisation

6. Londonunlimited PPD001 ® Visit London measures different market segments International Domestic Business/Leisure

7. Londonunlimited PPD001 ® There is also a division between day-visitors and overnight guests

8. Londonunlimited PPD001 ® The importance of the visitor economy to London… -it provides around 280,000 f/t jobs -it is worth around £15 billion pa -it represents 7% of all jobs in London -this is equivalent to 5-6% of GVA -a 1% increase in overseas visitors equals a 1.28% increase in employment

9. Londonunlimited PPD001 ® The LDA articulates Mayoral priorities through its Strategic Tourism Vision -and Tourism Action Plan documents

10. Londonunlimited PPD001 ® The five key themes are: A global city A quality visitor experience A sustainable and inclusive city Professionalism at every level Industry support and partnership

11. Londonunlimited PPD001 ® London’s overall income and visitor numbers appeared quite healthy…

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13. ® For most of the year, London is overcrowded, there seem to be too many tourists and we appear to have reached full capacity …so why are we seeking new and emerging markets?

14. Londonunlimited PPD001 ® Despite the predicted increase in international tourism over the next 12 years we fight for market share with new destinations

15. Londonunlimited PPD001 ® What are the threats to London’s visitor economy?

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17. ® The greatest opportunity