Destination: London

This Strategy and Action Plan

The publication of this strategy reflects the London Development
Agency’s (LDA) commitment to devolving budgets and delivery
of strategic priorities to sub-regional level. This strategy and action
plan cover a period of transition from a more centralised system
of tourism support to one which recognises the importance of
local knowledge and local ownership. Some parts of the strategy
are deliberately ‘generic’ in that they apply across London’s
sub-regions. Other sections are focused on the key assets and
issues of East London.

The process of developing this document, facilitated by Locum
Destination Consulting on behalf of the LDA, reflects an emerging
partnership between the LDA, TourEast London (TEL), Visit
London (VL), the Boroughs and the tourism industry across the
sub-region.

Extensive consultation with all stakeholders has fed into this
strategy. A consultation paper was widely circulated and received a
substantial response from private and public sector partners in
East London. A series of meetings with Borough representatives,
and three consultation seminars, also fed into the first draft of the
strategy. The first draft was circulated widely, and received detailed
responses from a range of stakeholders. This strategy has been
substantially revised in light of this feedback. (See Appendix 0 for
a list of consultees).

The overarching aim is to deliver the Mayor’s vision for a strong,
well-supported tourism industry right across the capital. The
Mayor has highlighted Growth, Diversity, Dispersal and Resources
as the key planks of his strategy for tourism. Sub-regional
empowerment is critical in all four areas. (See Appendix 1 for more
on the Mayor’s Strategy and the 3-year Tourism Action Plan (TAP)
for London, which set the context for this strategy.) Enhancing the
scope and capacity of a key delivery agency for each sub-region is
a critical success factor to the delivery of the whole TAP and in
addressing the Mayor’s vision.