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Visitor strategy

With over 2,000 years of experience in welcoming the world, the City has always been, and continues to be, one of the most historic, yet innovative destinations, welcoming business and leisure visitors from across the globe.

Nationally, it leads all English local authorities for its use of heritage to foster a distinctive identity and enjoys the number one spot for engagement in culture, as identified in the Royal Society for the encouragement of Arts, Manufactures and Commerce’s (RSA) latest Heritage Index (2016), and in the Government-commissioned Active Lives Survey conducted by Ipsos MORI in 2017.

This is the City of London Corporation’s fourth Visitor Strategy. Since that last strategy, huge progress has been made in delivering its vision – to significantly develop our visitor economy and, in so doing, enhance London’s attractiveness as a place to visit and do business.


Such a unique destination needs unique management and that’s where the Visitor Strategy (7MB) and supporting methodology (1MB) comes in.


Our Vision

The City of London is London. It is the birthplace of our capital, with a history stretching back over 2,000 years. Its stories, sights, smells and sounds are unique and are integral to England’s political, social, literary, artistic and financial history. More than that, they have played a part in shaping the history of so much of the wider world.

As such, the City significantly contributes to London’s attractiveness as a place to be, and our vision is that the visitor assets and services provided by the City Corporation engage and inspire all visitors to London.

Our aim is to develop the City as a vibrant, attractive and welcoming destination for all, leveraging these attributes to showcase London as a world-leading place to visit and do business through four strategic priority areas:

  1. Brand positioning and promotion
  2. Develop and share our offer
  3. Build a quality welcome
  4. Support and expertise

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