Re-elected London mayor Sadiq Khan is putting domestic tourism at the forefront of a new campaign that will take priority as one of his first jobs in his second term as mayor.
Khan is to launch a major £6m Let’s Do London campaign to help lure people to the capital and give tourism a ‘shot in the arm’ to help the sector get back on its feet after Covid-19.
Visitors from the UK are being urged to take a staycation in central London, with the campaign promoting events from the delayed Euro 2020 football tournament to a David Hockey exhibition at the Royal Academy of Acts.
The capital will host a series of one-off events, outdoor screenings and late-night openings under the London Lates initiatives. Artist Hockney will play a part in turning London into a huge outdoor art gallery, and has resigned the Tube roundel as ‘Hockney Circus’ in a special display.
Road crossings and street furniture in the West End will be redesigned in a partnership involving Royal Academy artists.
London Fashion Week, Frieze London, the London Design Festival, and the 65th BFI London Film Festival will return in the autumn.
The Let’s Do London campaign will continue throughout the year. Kate Nicholls, chief executive of UK Hospitality said: “The ‘Let’s Do London’ campaign is a shot in the arm to help revive the capital’s ravaged visitor economy.”
Details were announced at Shakespeare’s Globe on Saturday night as Khan was formally signed in as mayor for a further three years, as City Hall promised “the biggest domestic tourism campaign the capital has ever seen”.
Khan said: “The work begins anew today to refresh and reignite our city and to kick-start our economy as London continues to reopen.
“This is about getting the message out to Londoners and people across the country that our capital stands ready to entertain, inspire and enthral once again.
“With restrictions on international travel likely to continue this year, Londoners and visitors from the UK have a unique opportunity to experience all the capital has to offer without the queues.”