London Entices U.S. Tourists with Its Largest International Tourism Campaign

Now is the time to visit London! The Royal Celebrations are planned, the flowers are in bloom, and the city is buzzing with renewed energy. 

 London Mayor Sadiq Khan, the cast of the hit British musical SIX, and the iconic Coldstream Guards joined forces to kick off London’s largest-ever international tourism campaign following the lifting of US-UK travel restrictions. The London-themed takeover of Times Square was a strategic effort to launch the $12.5 million “Let’s Do London” campaign. Mayor Khan wants to get US visitors to put London at the top of their travel bucket list.

Led by London & Partners, which runs Visit London, the new “Let’s Do London” campaign aims to motivate US and global travelers to choose London for their next trip by shining a spotlight on the city’s diverse range of attractions, exhibitions, and events taking place this year. 

“There are so many great things to see and discover in London this year – from exhibitions, plays and restaurants, to sporting events, concerts, and historic attractions,” said Mayor Sadiq Khan, speaking in Times Square. “As we continue to recover from the pandemic, I’m delighted to be here in the US to say loud and clear that London is once again ready to welcome visitors from around the world.”

Prior to the pandemic, the US was London’s largest market for tourism, helping to make it the third most visited city on the planet. Tourism accounts for as many as one in five jobs in London and contributes almost 12 percent of the city’s gross domestic product.

So, it’s not surprising that they went all-out for this spectacular kick-off. In celebration of The Queen’s Platinum Jubilee year, London’s Times Square moment brought all the pomp and ceremony of the royal city, halting New York traffic on Monday with a formal presentation of the Coldstream Guards, installation of the iconic red phone booths, and a vintage black London cab for the over-the-top campaign in the States. New Yorkers and tourists alike were dazzled by a surprise performance by the cast of SIX, singing and dancing to a medley of “Ex-Wives” and the title song “Six” from their award-winning musical that is currently playing on Broadway and London’s West End.

London is poised to have a momentous 2022 with the return of major events, including the 50th anniversary of Pride in London, the Notting Hill Carnival, and the unveiling of Big Ben’s new facelift after five years of renovations. 

“London is the place to create memories in 2022 – from once-in-a-lifetime royal celebrations for Her Majesty’s Platinum Jubilee, to amazing experiences like ABBA Voyage – catch them while you can,” said Laura Citron, CEO at London & Partners, which runs Visit London. “In London, you can visit the iconic sights, shop in our bustling boutiques and markets, relax in the cutest cafes and pubs, see incredible live shows, and discover local hidden gems around every corner. Londoners are ready to welcome our guests from the US with open arms.”

Sports fans will also be able to join the crowds at sporting events, with the return of the NFL London series and London’s first Major League Baseball Home Derby X global tour event. London will also host the UEFA Women’s EURO football championship at Wembley and the world-famous Wimbledon tennis championships. 

And for music concertgoers, Adele, Elton John, and The Rolling Stones are scheduled to perform at Hyde Park and the all-new ABBA Voyage concert will open at a custom-made theater in the Queen Elizabeth Olympic Park.

There will be a summer of world-class visual art for Londoners and visitors to see blockbuster art exhibitions, such as Picasso Ingres: Face to Face at the National Gallery, Surrealism beyond Borders at Tate Modern, Edvard Munch at The Courtauld Gallery, and the opening of Queer Britain, London’s first LGBTQ+ Museum in Kings Cross. 

Stars of the screen – including Mark Rylance, Amy Adams, and Beverly Knight – tread the boards of the West End’s famous theaters, while Shakespeare’s Globe plans a series of special events to celebrate its 25th anniversary. The Elizabeth Line, a new Underground line from east to west London, is also due to open on May 24th, giving visitors a new high-speed route across the city.

It looks like US travelers are eager to get back to London, too. According to TripAdvisor, Americans – when planning a trip to London – are currently searching for iconic landmarks such as the Tower of London, Buckingham Palace, Tower Bridge, and the London Eye. US travelers are also searching for information about London’s famous food market, Borough Market, and one of the city’s most visited museums, the British Museum. Additionally, the Harry Potter Tour at Warner Bros. continues to excite US audiences, an attraction that has long fascinated film fans, which has only increased with the release of the third installment of the Fantastic Beasts series. The city continues to grace the screens in both hit movies and top TV shows such as Bridgeton and Ted Lasso.   

The “Let’s Do London” campaign is estimated to reach over 43 million individuals in the US via several channels, including video on demand, YouTube, social media, and advertising. The campaign will run alongside the Mayor’s ongoing domestic marketing campaign, which has already brought in an additional $101.8 million in spending and 330,000 visitors to the city.   

Need more inspiration to plan your trip to London? Check out VisitLondon.com for additional destination and travel information.