Destination City

The City is the birthplace of London and crucial to the success of the entire country. The nation’s legal, financial, and journalistic professions all developed in the Square Mile; hence the world-famous Old Bailey, Bank of England, and Fleet Street are all in the City. Destination City builds on this outstanding history and is designed to attract the next cluster of expertise – such as tech – to the Square Mile.   

What is the Destination City programme?

• It is the City of London Corporation’s growth strategy for the Square Mile as a world-leading business and leisure location.
• It is delivering a seven-day-a-week Square Mile that is a global magnet for businesses and residents, visitors, and workers alike.
• Attracting new businesses and people to a dynamic and thriving City is vital for the Square Mile’s future. Destination City supports a first-class culture and leisure offer that is a crucial part of growing our vibrant Square Mile to support London and the whole United Kingdom.
• Destination City was Policy Chairman Chris Hayward’s flagship programme upon entering office to encourage footfall and spend in the Square Mile as a means of post-pandemic recovery.

A dedicated visitor website was launched in June 2023.

Read the latest news releases for the Destination City programme.

How does Destination City contribute to economic growth?

• The City of London is driving strong economic growth with a record-high 615,000 Square Mile jobs. Destination City is maximising the Square Mile’s appeal for workers and businesses by offering an unmatched culture, leisure, and hospitality scene, and improving pedestrian connectivity, and, with a first-class service for our firms.
• Business in the City is booming, with the tech industry driving strong job growth. To remain the leading global financial centre, the Square Mile needs broad appeal to attract business and that is what Destination City is designed to achieve.
• Financial and professional services is one of the most productive industries in the country, contributing a record £110bn in taxes in 2023, equivalent to 12% of total UK tax receipts, more than the government’s annual education budget. By strengthening the Square Mile, Destination City is playing a leading role in the success of the whole United Kingdom.

Key features of the Destination City programme

• The UK is a cultural superpower and the Square Mile plays a central role in its ongoing success. The City of London Corporation contributes over £130m in capital for culture and provides culture for the capital. We manage a range of world-class cultural and heritage institutions, including the Barbican Centre, Tower Bridge, Guildhall School of Music & Drama, Guildhall Art Gallery, the London Archives, and Keats House. We also support the London Symphony Orchestra, and the London Museum.
• The City of London Corporation is partnering with the Greater London Authority to build a new world-class London Museum which will become a cultural and economic cornerstone of Destination City.
•  Under the City of London Corporation’s new sport strategy, our ambition is for the Square Mile is to become a global destination for sport by 2030. Celebrating and maximising the positive impact of sport for all our stakeholders is integral to our Destination City ambitions for economic growth across the City. 
• The City of London Corporation is using its planning powers to create a welcoming and vibrant Square Mile for businesses, residents, and visitors alike. We work with developers to create world-class free-to-access public spaces such as Horizon 22 and the Sky Garden, so that the City of London can be as attractive and as inclusive as possible. 
• The City of London Corporation manages over 180 individual parks, gardens, churchyards, plazas, and other smaller sites in the Square Mile, worth over £126 million every year in benefits to society.
• As part of the Square Mile’s leading leisure offer, we have experiences to cater for everybody, attracting people to spend time in the City and boosting our global competitiveness. The Square Mile is home to almost 1,000 outstanding licensed premises, with 16 of them benefitting from 24-hour licenses, and over 300 serving alcohol after midnight. Over 140 pubs, cafés, bars, and restaurants offer al fresco seating, boosting the City’s vibrancy. 

Independent Review 2024

Following a review by Paul Martin Review in April 2024, the Destination City programme was expanded and now brings together a wider series of projects and activities that will position the City as a magnetic destination – for businesses, workers and visitors.

Interested in supporting the implementation and direction of the Square Mile’s growth strategy – Destination City?

The City Corporation’s Policy and Resources Committee is establishing a new, informal, Destination Advisory Board to provide guidance to City leaders on how to position the Square Mile as a magnetic destination – for businesses, workers and visitors. The Board will bring together City Corporation elected Members and external experts. External Board Members are asked to submit an application in the form of an Expressions of Interest (max 2 pages).

Review the Terms of Reference for the new Board and the assessment criteria against which applications will be assessed.

Submit your application to the Destination City Team before the 28 October deadline.