The South Bank will be promoted as one of London's most desirable places to visit as part of campaign to encourage domestic tourism within the UK.
On Wednesday Mayor of London Sadiq Khan announced that £1.4 million has been raised to invest in a major domestic marketing programme through London & Partners, to make London as attractive as possible to domestic audiences.
South Bank BID is one of nine investment partners in this programme and has worked with its levy paying members to secure contributions towards the required investment that secures strategic partner status in this programme.
The other confirmed partners in the consortium are the Greater London Authority, Transport for London, New West End Company, Heart of London Business Alliance, City of London Corporation, Visit Greenwich, Shaftesbury and Capital & Counties (Covent Garden).
"Domestic tourism delivers high economic value for London – 13 per cent greater than the spend of international tourists," said Nic Durston, chief executive of South Bank BID.
"However, domestic tourism growth has been falling. This consortium will deliver a substantial investment in a major domestic marketing campaign, designed to bring the people of England back to our amazing capital city.
"By investing in this programme, through South Bank BID, we can deliver strong domestic visitor growth to support the independent hotels, unique retailers, globally-famous cultural institutions and major tourist attractions that give South Bank our unique identity as the cultural heart of London."
The campaign will run for two seasons – summer 2019 and winter 2019/2020. South Bank BID's investment will be dependent upon it securing a second five-year term when it ballots its levy payers to continue its work in summer 2019.
"We hope our businesses can see the huge opportunity this brings when we go to ballot", added Durston. "This is just the first year of what could be a three-year investment in a major domestic tourism marketing programme, funded through South Bank BID.
"With Illuminated River launching in summer 2020 in South Bank and Time Out Market arriving in 2021, these are exciting times for our neighbourhood, and the BID's investment in destination marketing through this programme and through Southbanklondon.com will mean residents, businesses and visitors can all benefit from the opportunity this brings to South Bank."
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