Tourism Development in London .pdf

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1、TourismDevelopmentinLondonAStrategicOverviewDeborahEvansJuly2008TourismDevelopmentinLondon•TourismStructure•MarketOverview-DestinationLondon•StrategicObjectives•CurrentLDAFocus•FuturePlans2WhodoeswhatinTourismMayorofLondonGLALDAVisitLondonSkills&trainingMarketingcampaignsBu

2、sinesssupportPublicRelationsProductdevelopmentBrandingQualityConventionBureauVisitorInformationLDASubRegionalProgrammeLondonBoroughsTourismCouncilsIndustry3DestinationLondon-MarketOverviewTourism–avitalsectorinLondon•26millionstayingvisitorsin2007•130milliondayvisitors•£15b

3、illionvisitorspend•253,000jobsin2006•5.4%oftotalLondonemployment4Marketconditionshavebeenstrong•Visitorexpenditureup4%in2007tonewrecordlevel•Averagehotelroomoccupancyuptonearly83%in2007•Roomratesup9%to£130•Demandidentifiedfor50,000newhotelroomsby20265Growthisslowingthisyear

4、•London2012expectedtogenerate£2billioninextraeconomicbenefit•Highgrowthinvisitsfromemergingmarkets,butUKandUSdeclining•Stayingvisitsdownby4%in2007•And‘creditcrunch’likelytohaveanadverseimpactonthevisitoreconomy•Hopetoretainspendlevelswithflatvisitornumbersin20086Whyinvestin

5、tourism?Tourismis:--thesecondlargestsectorinLondon’seconomy(intermsofwealthandjobcreation)--aproventoolforregeneration--afragmentedindustrywiththousandsofsmallbusinesses--avitalsourceofattainablejobsAndmodestinvestmentreapssignificanteconomicbenefit7London’scompetitiveposit

6、ionStrengths•Richhistoricalandculturalvisitoroffer•Viewedasa“mustsee”destinationinmanymarkets•ConstantevolutionofLondonasadestination•Majoreventse.g.CulturalOlympiad•GlobalnatureofLondonandLondonersWeaknesses•Perceivedasanexpensivedestination•Pooraccessibilityforyoungfamili

7、es,oldervisitorsanddisabledvisitors•Poorperceptionsofcustomerservice,linkedtovalueformoney•Mazeofuncoordinatedvisitorinformationprovision8OurstrategicobjectivesLondonTourismVision2006-2016•EnsureLondon’svisitoreconomyispositionedtomakethemostof2012•EnhancethemarketingofLond

8、onasavibrantanddiverseworldcity•Improvethequalityofthevisitorexperienceandthetouri