Destination City

The City is the birthplace of London with a unique and diverse offer. Destination City will celebrate, promote, and support the Square Mile’s unrivalled history and heritage, its world-class arts and culture, and its outstanding restaurants, cafes, hotels, pubs, and bars to UK and global visitors.

It marks a generational opportunity to write a new chapter in the City’s history.

What is the Destination City programme?

It sets out a vision for the Square Mile to become a world-leading leisure destination for UK and global visitors, workers, and residents to enjoy.

It was launched on 19 May 2022 by the Policy Chairman Chris Hayward. He outlined a package of measures designed to boost the vibrancy of the Square Mile, drive forward its recovery from the pandemic and increase its attractiveness to talent.

A dedicated visitor website was launched in June 2023.

Read the latest news releases for the Destination City programme.

Key features of the Destination City programme

• A £2.5 million annual investment to boost the Square Mile’s leisure offer, building on recent cross-London campaigns and creating a leading City destination for workers, residents and UK and international visitors to enjoy.
• Through partnerships with brands, City Business Improvement Districts, and landowners, Destination City will deliver an exciting all-year-round events programme. 
• Major events and new and exciting seasonal arts and culture activity will enliven the City’s streets and venues, encouraging audiences to experience this part of London in a new way.  
• We are delivering a new visitor and tourist brand for the City of London, boosting the Square Mile’s position as a global leisure destination. This is providing a powerful new voice for the Square Mile’s businesses and cultural attractions, and new tourism, travel, media, and commercial partnerships are helping promote the City to London, UK, and global audiences. This includes a major new City of London destination brand and website.
• We are making radical changes to the Square Mile’s streets to support Destination City, with wider pavements, al-fresco dining, and first-class infrastructure for our pedestrians and cyclists.
• City roof gardens, terraces, and viewing galleries are already a magnet for visitors with the Sky Garden, on top of 20 Fenchurch Street, welcoming over 10 million visitors. And we are using our planning powers to create new inclusive public spaces and cultural experiences.
• Destination City builds on a long track record of culture investment in the Square Mile. The City Corporation is already the fourth largest funder of heritage and cultural activities in the UK and invests over £130m every year. 
• We are working with all our attractions, from the Barbican Centre and Guildhall Art Gallery to Tower Bridge and The Monument, to draw in UK and international visitors, workers, and residents.