Mayor to help promote London’s off-beat attractions to tourists

The Mayor of London Boris Johnson has pledged to help London’s niche cultural attractions reach out to more of the millions of tourists that visit the capital every year. 90% of visits by tourists are to London’s top 20 attractions, but City Hall believes they have an appetite for more off-beat cultural experiences. The Mayor’s office is now working with the capital’s promotional agency London and Partners, Visit Britain, the Association of Leading Visitor Attractions and cultural leaders to investigate how partnerships, collaborative working and more effective use of marketing and resources can be used to promote London’s diverse cultural offering.

The announcement coincides with the publication of a new report on The Value of Cultural Tourism to London, by the Greater London Assembly. It estimates that in 2013 cultural tourists spent £7.3bn in London, generating £3.2bn for the economy and supporting 80,000 jobs.

Boris Johnson said: “Cultural tourism generates billions for our economy, but we are up against other great destinations like New York, Paris, Amsterdam and Berlin who are also competing for the attentions of the savvy traveller. We celebrate our world-class museums, galleries, theatres and concert halls in the heart of the city, but we must stop underselling the cornucopia of other cultural riches to be found right across the capital.”

A recent poll, which asked Londoners to choose their favourite hidden cultural gem, highlights the sort of attractions the Mayor has in mind. Responses included Denis Severs' House in Folgate Street, the William Morris Gallery in Walthamstow and the Ovalhouse Theatre in Lambeth.