Sadiq Khan, the newly re-elected mayor of London, has announced plans for the largest domestic tourism campaign the city has ever seen. As COVID-19 restrictions are eased, the plans are designed to help revive the crippling state of the economy and tourism industry. Khan confirmed in a speech this morning that an immediate priority will be the new ‘Let’s Do London’ campaign, which is being created in partnership with London’s hospitality, culture and retail industries.
A programme of one-off special events created in partnership with London’s best-known cultural institutions and tourism attractions will be incorporated in the flagship campaign to encourage residents and visitors back into central London.
The campaign will be launched later this month with the capital’s renowned chefs, foodies and hospitality venues coming together to promote and celebrate London’s world-class food offer. New exciting public art installations will be set up to attract visitors back into London from this month.
TfL’s iconic roundel ‘Hockney Circus’ has been redesigned by David Hockney, one of the UK’s most influential living artists, in a special artwork as part of a takeover of Piccadilly Circus Station, starting today.
Yinka Ilori, award winning London designer, is turning central London into a huge outdoor art gallery. He is leading on ‘Asphalt Art,’ – a series of major new temporary streetscape contracts in central London and the City of London, in partnership with the London Design Festival and Bloomberg Philanthropies’ Asphalt Art Initiative.
Major creative festivals will be welcomed backed this season, such as London Fashion Week, the London Design Festival, Frieze London and the 65th BFI London Film Festival. All this before the return of winter’s major events and attractions. Throughout the year, there will be further wonderfully exciting announcements to showcase the city’s exceptional nightlife, cultural attractions and hospitality businesses as well as the city’s grassroots venues and how creative freelancers, artists and performers will be at the heart of the programme as it continues to develop.
A hefty sum of £6 million has been allocated by the mayor to directly support the new campaign, in addition to industry contributing over £1 million in funding and value-in-kind.
“It’s an honour to have been re-elected with a huge mandate as Mayor of the city I love – the greatest city in the world,” said Khan.
“This is the biggest domestic tourism campaign London has ever seen to champion our businesses, cultural institutions and attractions that have suffered so much during the pandemic. This is about getting the message out to Londoners and people across the country that our capital stands ready to entertain, inspire and enthral once again.”