By 2016, London will be recognised as the leading global city for tourism and as a constantly evolving destination. Leading up to the Olympic and Paralympic Games in 2012, West London has a major role to play in helping to deliver a high quality visitor experience, continually surprising and exciting our visitors with a vibrant, contemporary, diverse offer in a historically and culturally rich environment.
Tourism in West London already contributes to the economic success of the region and to the quality of life for local people. The Games will create a worldwide profile and presents a great opportunity for West London to drive a dramatic increase in tourism and related industries. The experience of other host cities indicates that London’s visitor economy could benefit from as much as £2 billion.
Leisure tourists from London, the UK and abroad already enjoy a range of quality attractions, bars and restaurants and a wide-choice of hotels ranging from award-winning B&Bs to international hotel chains. Business tourists too enjoy world-class conferencing and exhibition centres at venues such as Earls Court Olympia and enjoy easy journeys from London Heathrow – the UK’s largest airport.
The Olympic & Paralympic Games will help to focus attention on strategic priorities. These include:
Improve quality of tourism product and visitor experience
Maintain and enhance marketing & promotion of London
Improve skills & training development within the sector
Improve information provision to visitors
Improve accessibility & inclusiveness
Encourage sustainable business practices
These key priorities are included in the London Tourism Action Plan 2006-09 which has been developed to realise these opportunities. HYPERLINK “http://www.lda.gov.uk/upload/pdf/London_Tourism__Action_Plan_2006-2009.pdf” \t “_blank” Click here for a copy of the plan.
West London Tourism Strategy
The West London Tourism Strategy is a creative joint venture between the London Development Agency (LDA), West London Business and Visit London. Fully supported by the West London Alliance and other major partners in West London, the Strategy capitalises on West London’s assets and opportunities – benefiting the entire community. It covers the London Boroughs of Brent, Ealing, Hammersmith & Fulham, Harrow, Hillingdon and Hounslow.
The strategy sets out the strengths of West London’s Tourism economy, drawing out five key objectives and action priorities. These are:
Leadership & Promotion
Market Development
Evidence and Intelligence
Product Development
People & Entrepreneurship
The Action Plan contains a number of priority actions including research to quantify the benefits of tourism to each borough, specific research into the views of visitors to the area, target markets and product clusters in order that the area can be marketed more effectively in the future.
The current Strategy and Action Plan is due for completion in March 2007 and a review of the sub-regional tourism programme is currently being conducted by the LDA. Learning from this review will help to shape the next strategy and will incorporate actions to maximise benefits for West London as a result of the Games. For more information about the review please contact Bianca Lapins, Tourism Development Manager – West London at HYPERLINK “mailto:biancalapins@lda.gov.uk” HYPERLINK “mailto:biancalapins@lda.gov.uk%20” \o “Email Bianca Lapins” \t “_blank” HYPERLINK “mailto:biancalapins@lda.gov.uk” biancalapins@lda.gov.uk
The action plan is implemented by the Tourism Development Manager and West London Business together with the West London Tourism Executive and Marketing Group which includes representatives from all sectors of the public & private sector. A copy of the West London Strategy & Action Plan can be found at HYPERLINK “http://www.lda.gov.uk/server/show/ConWebDoc.863” HYPERLINK “http://www.lda.gov.uk/server/show/ConWebDoc.863” \o “West London Strategy and Action Plan” \t “_blank” HYPERLINK “http://www.lda.gov.uk/server/show/ConWebDoc.863” http://www.lda.gov.uk/server/show/ConWebDoc.863
Tourism Network and Forums
The LDA and West London Business also operate a Tourism Network and hold four Tourism Forums a year. These forums are free to anyone in the West London Tourism industry and provide a great networking opportunity. Presentations form the main component of the events with industry colleagues presenting on hot topics such as business tourism, maximising West London’s cultural diversity, PR & marketing and developments at Wembley and Heathrow T5.
The Tourism Network also produces a regular tourism newsletter designed to keep tourism businesses in West London up-to-date with industry news, updates, projects and joint opportunities. If you would like to join the mailing list please email HYPERLINK “mailto:biancalapins@lda.gov.uk” \o “Email Bianca Lapins” \t “_blank” biancalapins@lda.gov.uk
Sporting Chance – Tourism provides information on developments in West London. Keep an eye on our HYPERLINK “http://www.westlondon.com/events_month.asp?id=0” \o “Events Programme” \t “_blank” Events Calendar for opportunities and presentations.
For a London-wide view, see Visit London HYPERLINK “http://www.visitlondon.com” \o “Visit London” \t “_blank” http://www.visitlondon.com
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