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The London Tourism Vision 2006-16 recognises the changing global context for tourism in London and outlines the key challenges and priority areas for future action up-to and beyond the 2012 Olympic and Paralympic Games.
The associated London Tourism Action Plan 2006-09 is the first of three Action Plans to deliver the London Tourism Vision and aims to lay the tourism foundations needed to contribute to the success of the London Games in 2012.
The Vision
By 2016, London will be recognised as the leading global city for tourism and as a constantly evolving destination. London will deliver a high quality visitor experience, continually surprising and exciting our visitors with a vibrant, contemporary, diverse offer in an historically rich environment. Tourism in London will contribute to the economic success of the city and the quality of life for Londoners.
 Key Themes
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A global city
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A quality visitor experience
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A sustainable and inclusive city
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Professionalism at every level
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Industry support and partnership
Sustainability Charter
Improve the sustainability and environmental performance of London’s visitor economy which is part of the London Development Agency’s London Tourism Action Plan below:
- Continue to implement the sub-regional agenda to encourage distribution of visitors throughout London
- Promote London’s environmental assets including the parks, open spaces and waterways
- Promote “healthy” London including healthy food, green space and sport facilities
- Encourage visitors to enjoy London in a sustainable way through specific marketing messages, e.g. promote the use of public transport, cycling and walking
A successful tourism destination is one in which accessible and inclusive services and facilities are the norm rather than the exception. In order to achieve an inclusive destination, it is crucial to understand visitors’ motivations and barriers to visiting London.
In terms of environmental sustainability, work must be done to encourage tourism businesses to improve environmental performance. Similarly, visitors must be encouraged to reduce their impact on the global and local environment.
 The London Development Agency’s 'Sustainable Development Framework for London' was endorsed by the Mayor at its launch on 5th June 2003. The London Framework sets out a sustainable vision for the capital and includes a set of objectives to guide decision-making.
1. Responding to increased consumer awareness of sustainability issues
Research cited in the UNEP/WTO ‘Making Tourism More Sustainable’ guide indicates that consumers are interested in the inter-relationship between their activities as tourists and the environment. There is ‘considerable willingness’ amongst visitors to pay more to support local environments and communities.
2. Green, healthy London
London has an abundance of environmental assets including the Royal Parks, the River Thames, London’s canals and numerous parks and open spaces. Ensure that all these opportunities are promoted, encouraging a wider participation in physical activity, with links to London as a sporting capital in the run up to the London Games.
3. Raise awareness of sustainability issues amongst visitors
Encourage more sustainable visitor behaviour by supporting visitors to buy local products, increasing understanding of local communities, and minimising visitor damage to natural and built heritage.
4. Promote regeneration
The goal of tourism development should be to address not only gaps in existing provision, but also to exploit opportunities to contribute to the Mayor’s wider objectives, including social and environmental regeneration. It is important that any new visitor facilities should be in locations well served by public transport and be sensitive to the local environment.
5. Improve local understanding and access
Improve Londoners’ understanding of the benefits of tourism so that a sense of pride is built amongst communities and a better understanding of the benefits that the industry brings and ensure that Londoners have access to tourist attractions.
6. Improve local employment and skills
Ensure that Londoners have access to quality employment opportunities in the tourism sector and provide the skills to enable career progression.
7. Ensure a balance of visitor types
Ensure a sustainable balance of visitor types by value and volume in order to avoid over-saturation which detracts from the visitor experience.
8. Inclusivity
Work to ensure that London’s tourism offer or marketing promotions do not have a disproportionate negative effect on some groups such as older people or certain faith groups.
9. Community integration
Facilitate product development amongst London’s diverse communities, in order to further integrate those communities into the tourism sector by bringing new products to market, thus generating economic and social benefits.
10. Improve environmental performance
Work with tourism businesses to encourage improvement of environmental performance including efficiency of energy and resource use and improving use of local supplier networks.
More Information
Find out more and download related documents at www.lda.gov.uk/server/show/ConWebDoc.1513
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