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GEOGRAPHIC SPREAD OF TOURISM IN LONDON CRUCIAL TO ECONOMY

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In a response to the tourism review undertaken by the London development agency (LDA), LTB has said that increasing...
In a response to the tourism review undertaken by the London development agency (LDA), LTB has said that increasing capacity for tourism in London through geographical spread of the tourism product will help London maintain its world-leading economic performance.

LDA's consultation paper 'Towards a Tourism Strategy' for London was published in January 2002 and explored issues of funding, branding, strategic development and promotion. Consultation closed on 25 February. LTB has released its response on www.londontouristboard.com

LTB states in its response that it believes it is possible both to pursue selected niche markets and increase market share by investing in focused marketing campaigns and by linking volume growth to geographical spread. LTB believes that an integrated tourism strategy should achieve both. Greater emphasis on encouraging repeat visitors will also assist in retention of market share.

Paul Hopper, managing director of LTB, said: 'London is a world-class, culturally diverse city attracting around 28 million visitors a year, 50% of whom are repeat visitors. To ensure a sustainable tourism industry - which benefits Londoners, the London economy and indeed the rest of the UK - the industry, the mayor and LDA, London boroughs and LTB must work together to develop the tourism product across the city and ensure adequate transport links.

'Residents and visitors, particularly those who have been before, want to see a constantly evolving city which offers diversity and quality across the visitor experience.'

LTB believes that London needs a clearly focused tourism strategy, developed by the LDA on behalf of the mayor, which will enable a planned and sustained approach to marketing, developing and managing tourism and skills development.

Mr Hopper said: 'The key element in delivering an effective tourism strategy for London is funding. LTB has greatly welcomed the LDA's consultation paper, which recognises that much greater funding is needed to bring visitors to London and ensure that the opportunities for Londoners and the economy are maximised.'

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