The submit London’s tourism industry to see boost from GBP10 million campaign but COVID-19 challenges remain appeared first on TD (Travel Daily Media) Travel Daily.
London’s tourism sector will profit from the deliberate multi-million-pound campaign to drive guests to town, says GlobalData. However, the main information and analytics firm notes that the tourism industry stays in a precarious place because of the COVID-19 pandemic.
Hannah Free, Travel and Tourism Analyst at GlobalData, feedback: “London’s tourism industry has been badly affected by COVID-19, which has kept many business and leisure tourists away from England’s capital. While rural staycation areas in the UK have been able to capitalise on changes in demand, tourism businesses in London have suffered and continue to face a barrage of challenges. This includes the UK government’s plans to increase VAT in April 2022, staff shortages exacerbated by Brexit and COVID-19, concerns around health due to the pandemic, and the rising cost of living.”
COVID-19 associated journey restrictions noticed worldwide arrivals to the UK declined by 80.2% year-on-year (YoY) to 7.8 million in 2020, in accordance to GlobalData. Concurrently, inbound tourism spending declined by 84.2% YoY, from $43.2 billion in 2019 to $6.8 billion in 2020, which may have decimated lots of London’s tourism and hospitality companies that rely upon worldwide vacationers. As journey restrictions ease globally, the Mayor of London, Sadiq Khan, plans to encourage worldwide vacationers to return to London with a £7 million ($9.5 million) worldwide advertising campaign.
Free provides: “GlobalData forecasts expect international arrivals to return to pre-pandemic levels by 2024, with a projected 39.8 million visitors. However, competitor cities are already out-promoting and out-spending London. For instance, New York has been running a £30 million ($40.1 million) tourism campaign since April 2021. With England’s capital on the backfoot, the city will face additional challenges attracting visitors.”
The Mayor reportedly plans to spend a further £3 million ($4.1 million) attracting home vacationers to London as an extension of ‘Let’s Do London’. However, a GlobalData survey* reveals that 68% of UK respondents are involved about consuming out at eating places due to COVID-19 danger and an extra 69% are involved about visiting retailers.
Free concludes: “While the proposed campaign will be a welcomed driver of domestic tourism, a cornerstone of promotional activity will need to showcase London as a safe destination to attract visitors.”
The submit London’s tourism industry to see boost from GBP10 million campaign but COVID-19 challenges remain appeared first on Travel Daily.