Executive Summary

The purpose of this research is to make recommendations for improving London's destination
management strategy as a tourism destination. Various major tourist initiatives in London were
examined in order to attain the aforementioned goals. First, an overview of London as a tourist
destination is provided. This is followed by an examination of the destination's main
stakeholders as well as its existing marketing strategy based on the 4Ps. (Product, Price,
Location, and Promotion) As a result, the branding strategies for the locations are discussed. In
addition, this research examines London's market segmentation in order to identify the visitor
profile and visitor characteristics of visitors visiting the city. Afterwards, a list of
recommendations is offered.
Table of Contents
Executive Summary.........................................................................................................................1

Introduction.....................................................................................................................................4

Key Stakeholders.............................................................................................................................4

Tourism Organizations................................................................................................................6

Government Entities....................................................................................................................6

Local Community........................................................................................................................7

Marketing Mix.................................................................................................................................7

Product.........................................................................................................................................8

Price.............................................................................................................................................8

Place..........................................................................................................................................10

Promotion..................................................................................................................................11

Destination Branding.....................................................................................................................11

Market Segmentation.....................................................................................................................12

Geographic................................................................................................................................12

Demographic.............................................................................................................................13

Psychographic............................................................................................................................13

Behavioral..................................................................................................................................14

Challenges faced by London as a destination................................................................................14

Recommendations.........................................................................................................................18

Improvement of repetitive visitors’ services.............................................................................18

Preparations for recovering Covid-19.......................................................................................19

Providing tourists with better accessibility................................................................................19

References.....................................................................................................................................20
Introduction

The capital of the UK is London, and it coexist with lively urban life. It's one of the oldest
capitals of the world, enriched in cultural legacy and history. A record number of tourists to the
city are attracted every year. London has been a major tourism destination for many years and is
now ranked 3rd behind Bangkok and Paris with an increase of 19.09 million visitors in 2018.
However, the real number of tourists planned, including both domestic tourists and day tourists,
is far larger, with 274 million each year. [ CITATION Max20 \l 1033 ] [CITATION Lon16 \l
1033 ].

London is one of the most important cities in Europe, with a total population of 8.53 million
people, located in southern England and on the astride Thames River. [ CITATION off16 \l
1033 ],[ CITATION Max20 \l 1033 ]The City is served by six large airports, with a great
majority of arriving visitors (London City, London Heathrow, London Gatwick, London Luton,
London Stansted, and London Southend). [ CITATION Vis20 \l 1033 ](

Key Stakeholders

Freemon [ CITATION Gos08 \l 1033 ]defined the tourist actors as 'any identified group or
individual which may impact the attainment of the objectives of an organization or who may be
affected by the aims of an organization.' A tourist destination may be seen as a group of
interconnected stakeholders integrated into a social matrix. A synopsis of the main stakeholder
groups for London tourism based on their interests is presented in the below shown table.
Table 1 : Key Stakeholder of London, UK

TOURISM ORGANIZATIONS  Visitor Attractions

 Hotels & Restaurants
 Travel Agencies
 Resorts
 Tourism Societies.
 Caravan Clubs
 Historical Attractions
 TOURISM ESTABLISHMENTS
 AND ENTERPRISES

VISITORS  Professional
 Leisure
 Business & Holiday, VFR
 Business Tourists.
 Food Tourist.
 Adventure Tourists.
 The Eco Tourist.
 Event Tourists.
 Religious Tourists.
 Leisure Tourists.
 Medical Tourists.

GOVERNMENTAL BODIES  Greater London Authority (Gla),

 Visit Britain (Vb), Association Of
British
 Travel Agencies (Abta)

TRANSPORTATION COMPANIES  Airports (Heathrow, Gatwick, Luton),

 Tel
 Cross Rail
 London Taxi Service
 British Airway
 Virgin Trains
 Mega Bus
 Hip-On-Hip-Off Bus

LOCAL COMMUNITY  London Community

 Voluntary Sector
 London Ista Community
 The Christian Community In London
  Community Led Housing London

Tourism Organizations

Tourism organizations, for example the public and private sector, may be separated into
different sectors depending on separate interests and priorities, further broken down into sub-
sections such as government bodies, accommodation or tourist attractions. [ CITATION
Mor13 \l 1033 ]- defines officially formally formalized and codified formalized formalized The
city generates the most turism revenues in 2018, with 54 percent of its entire incoming tourist
numbers accounted for inside London in 2018 [CITATION Con20 \l 1033 ].London has several
tour providers that range from visitor sites (the London Eye, the Tower of London), world class
lodging and restaurants that serve both the high-end customer with hotels such as 'The Savoy,
Sofitel London St. James.' [ CITATION Vis201 \l 1033 ] In addition, six airports where the bulk
of incoming tourists enter the city are located. In addition to the 600 DMOs throughout London,
there are more than 2300 travel agencies in the UK. [ CITATION АВТ20 \l 1033 ].

Government Entities

A government system can identify several stakeholders with various goals and duties.
[ CITATION Tim08 \l 1033 ]Many government agencies work together to promote London
globally and regionally. The Digital, Cultural, Media and Sports Department (DCMS) is one of
the largest government agencies in the world that supports development, improves people's lives
and promotes Britain. DCMS' main purpose is to maintain and promote the British history,
while enabling communities and industries to develop by boosting the image of Britain and
displaying the distinctiveness of the country [ CITATION DCM20 \l 1033 ]

The DCMS-funded Visit Britain (VB) is the national tourism organization in charge of the
development of the UK visitors' economy through global marketing. VB also works along with
tour operators, airlines, international brands and the UK's statutory tourism agencies in
conjunction with UK Trade & Investment. Moreover, the European Office in Brussels in
London monitors and impacts EU policies and also identifies opportunities to get EU subsidies
for London. The organization is committed to promoting the work and objectives of the Mayor
of Brussels in the EU and among the other Brussels stakeholders and cities.
It ensures that, in the development of EU programs and policies, the interests of London are
taken into consideration. London & Partners is the official international marketing, investment
and trade agency of the city at a regional level. It aims to foster London as one of the world's
leading cities to visit, invest in, study, meet and grow at an international level. [ CITATION
Lon20 \l 1033 ]

Local Community

In the provision of services to city residents and stakeholders, voluntary, social and community
venture sector organizations in London play a vital role. London has the largest community
support organizations in the UK. Europe 2020 (City of London) Organizations such as the
London Community Foundation (LCF) are committed to helping the town community uncover
pioneering ideas with small startups that are not publicly advised [ CITATION The20 \l 1033 ].

In addition, the Government of the United Kingdom has unveiled in 2018 its "Green Paper"
Community Integrated Strategy (CIP), which focuses on the quality of life and supports the
local communities and stakeholders in their efforts to live, work, socialize and learn as a
community based on common rights, responsibilities and opportunities. The government-
supported "Tourism Sector Deal" also helps small companies, inventors and entrepreneurs to
deliver and increase productivity across London.

In addition, to launch a coordinated strategy to maximize the growth of their local visitor
economy and enhance low-season visits, the formation of touristic zones will bring together
local organizations and enterprises. DCMS (EIB) (2020); (2020). In addition, SMEs will receive
a concentrated training of digital skills and also practical leadership and management counseling
in order to enhance community production in the framework of the 'Be the Business' program.

Marketing Mix

Marketing is a continuous process of planning, investigating, updating, and evaluating activities

to fulfill the demands and expectations of destinations and tourists This section will examine the
four key elements named 'Product, Pricing, Place, and Promotion.'
Product

Consumers expect items to satisfy their needs and to respond to their expectations [ CITATION
Hor16 \l 1033 ]. Not just the physical items on hand, but also the ambiance around the site
comprises a destination product. The product may be identified as London in this situation. It
includes more broadly assets such as 'attractions, restaurants and lodging' and the historical
value and culture of the city [ CITATION She19 \l 1033 ].

London is famous for a great number of attractions and experiences such as Arts & Culture as
National History Museum, British Museum, The National Gallery, Historic structures e.g.
Westminster Abbey, Tower of London, St. Paul's Cathedral, Palace of Westminster, Casinos
like Empire Casino, The Hippodrome Casino, Cultural institutions & Theaters such as
Shakespeare's Globe, National Theater, Parks and Gardens as Kew Gardens, Hyde Park as well
as plenty of Clubs and Pubs all differentiating from one another. [ CITATION Max20 \l 1033 ]
Aside from the above London offers some of the most unique tourist experiences such as the
"London Eye experience, Hop on Hop Off Bus Tour or the Thames river cruises. Furthermore,
London is acclaimed for MICE tourism where many travelers from around the world visit the
city to participate on meetings, exhibitions and conventions. [ CITATION Vis20 \l 1033 ].

Price

Although markets are growing and families are generating more discretionary cash, most
international passengers are famous for their price sensitivity on a journey. Some of the price
variables include accommodation, attractions, transit and food. World WTO (2007) Some
prominent London attractions are free of charge, like the "British Museum, the Museum of
Natural History and the Chinese City," however others demand a price based on the times and
activities. [ CITATION Vis20 \l 1033 ] On the other side, the attractions are offered for both
individual charges and more affordable packages.

The cost of some of London's most famous tourist sites is outlined in Table 2 in both directions.
Table 2 : Ticket Price for London Famous Places

Attraction Price per head

 $

Tower of London  Adult: 35.06

 Child: 17.47

Madame Tussauds London  Silver tickets : 36.95

 Gold tickets : 44.95
 Platinum tickets : 58.95
 Children below 5 yrs : free

 Adults : 48
SEA LIFE London Aquarium  Children(2-15) : 35
 Student : 39

London Dungeon  Adults (age 16+) – 36.35·

 Children (age 3-15) – 31.43·
 Children under 3 – free

Buckingham Palace  Adult: 31.07

 over 60 and students : 17.00
 under 17 : 28.14
 free for children under 5.

St. Paul’s Cathedral   adults : 21.11

 students and seniors : 18.76
 children : 9.38

London Eye  Adult : 35.18

 Child : 28.14

London tower bridge  Adult : 12.43

 Child : 6.21

Globe theatre London  adults : 19.93

 visitors aged 60 and over : 18.18
 students aged 16 and over : 15.83
 children : 11.73

Westminster abbey  adults : 26.97

 visitors aged 60 and over : 23.45
 students aged 16 and over : 23.45
 children : 11.73
It's a marketing opportunity for London as a tourist destination that many people are ready to
pay for the experience. [ CITATION Vis202 \l 1033 ] London also provides a range of
possibilities for accommodation, from pricey, well-known hotel chain stores costing about
£200-300** to more economical solutions, for example aparthotels and online platforms for
rooms rental. [CITATION tAi18 \l 1033 ]. Buchung.com, 2016. Moreover, when intangible
assets such as the environment, culture, a wide choice of foodstuffs and ties to the city are taken
into account, London may also provide its consumers with "value for money" as a trip.

Place

It is essential to correctly place a product. The basic objective of marketing a place is for
visitors who are most likely to visit there to receive its services. [ CITATION She19 \l 1033 ]
Destinations through third party intermediaries have been promoting their goods and services
for many years. Since technology progressed in recent years, however, numerous sites began to
recreate themselves on the market utilizing digital technology and media. Defines formalized
[ CITATION Cam18 \l 1033 ] The London DMO welcomes travelers, including traditional tour
operators, in a range of ways [ CITATION She19 \l 1033 ].

London is a world-famous destination for many, and London uses various strategies to reach its
distant markets, including government action towards partnerships with organizations such as
UK Hospitality (UKH) for domestic tourists [ CITATION UKH20 \l 1033 ] and the introduction
of monthly newsletters through London and partners. London offers the best possible service to
many tourist destinations. Europe 2020 (L&P) Moreover, maintaining official social media
platforms as a result of everyday developments in London, including Facebook, Twitter and
Instagram.

All the information that a visitor needs to visit London, including sights, hotel and transit, is
included on the Visit London website. For individuals interested in the Visit London Newsletter,
the website enables an email subscription to the website. [ CITATION Vis20 \l 1033 ] However,
they don't investigate third-party companies like as TripAdvisor or Expedia if cooperation are
viable. It does not offer language options to non-English speaking customers, for example Asian
markets, despite being regarded as one of the major future tourism markets.

Promotion

Promotion is the most essential and visible part of destination marketing as it involves the
efforts of the organization to engage with clients and improve its awareness of the destination.
Examples are Page (2011) and Pender and Sharpley (2004). [ CITATION Vis20 \l 1033 ];
[ CITATION DCM20 \l 1033 ]. With a budget of over £30 million, the UK can reach markets
throughout the globe with a major contribution [ CITATION Vis17 \l 1033 ]

Sales promotion and word of mouth marketing are two of the most potent marketing methods
currently available. (2011) (Qu, Kim, Im, etc.) The action plan for the City of London 'Visit the
City' aims at reaching the target demographic through a range of ways, including collaboration
with partners to develop a number of campaigns and initiatives such as 'easy access, retail
options, and cheap tourism.' Moreover, the marketing tactics of London are split into two
categories: "pull," in which campaigns and unique products attract people are employed, and
"push" in which third parties, such travel agents, sell the product to customers [ CITATION
Cit17 \l 1033 ].

Moreover, the official website of the Visit London includes the handbook "Welcome to the
London" and all the latest brochures. [ CITATION Vis201 \l 1033 ]. Besides the above,
information booklets may be obtained at airport arrivals, hotel lobbies and attraction sites on the
tourist sights of London.

Destination Branding

A brand is a distinctive trademark, or a symbol used to identify the goods or services of one
vendor or a group of vendors from those of competitors. It is also known as a destination's
competitive identity. The slogan "GREAT Britain" has long worked as a branding tool for the
United Kingdom. As the United Kingdom's "Global City," the term "London" is frequently used
to shape the country's image overseas. Changing the image of a site that has already been
formed, whether before or after a visit, is usually difficult.

Whilst Britain has a good image overseas, visitors cannot be attracted to visit just as many
places as other, since England is regarded as an entertaining tourist destination for its
commerce, business, culture and rich history. In 2011, in cooperation with Geith FCO and
DCMS, Visit Britain began its four-year campaign 'GREAT Image.' Their main objective is to
focus the attention of tourists to major triggers such as the heritage, culture, sport, adventure,
shopping and music of Britain. [ CITATION Vis15 \l 1033 ].

In addition, the USP of a location in the branding of destinations is highly essential as it seeks to
get emotional reactions from tourists to sell the destination with experiences that competition
does not give. Defining Khan (2014) It is to recognize everything Britain has to offer that the
word 'this is the United Kingdom.' The term 'home of great experiences,' part of the 'Great
Britain' camp, promotes the UK brand image via fantastic moments that travel throughout the
UK can only experience. [ CITATION Cit17 \l 1033 ].

Market Segmentation

Market division is the division of the main consumer market into smaller submarkets to engage
with customers and satisfy their special demands [ CITATION Smi56 \l 1033 ]. In order to
evaluate London visitors' visitors' profile and features, this part will study the client's
geographic, demographic, psychographic and behavioral aspects.

Geographic

London, one of Europe's main cities, is a tourist destination with world famous sights and
activities and some of the world's biggest sites [ CITATION Vis201 \l 1033 ]. London offers
easy access both to Europe and to North America, due to its important location near Europe
[ CITATION Hig20 \l 1033 ] There are plenty of sights, activities, restaurants and hotels in
London, and tourists have easy access. These features provide a good contribution to the
London visit.

As per information provided by the House of Commons Library, 37.9 million visits are received
in 2018, down 3 percent from 2017. However, if the whole visitor growth is considered between
1980 and 2018, a 205% increase is observed. Finding that 71% of the UK inbound visits are
Europe, 12% are North America and 16% are from other Nations when the number of visitors
by country of residency is examined.

London is a popular place for domestic visitors, apart from foreign vacationers. In the year
2015, the highest numbers of visits with 12,9 million domestic tourists were reported by a
survey of the domestic visitors between 2008 and 2018. In the preceding three years, however,
there was a small decline, with only 11.9 visits in 2018.

Demographic

The structure of tourism development and demand are defined by tourist demographics
[ CITATION UWT10 \l 1033 ]. London's peak season is between July and September with 30%
of tourists, although equivalent figures of 29% are observed between April and June. According
to data from Visit UK, the majority of vacations in London belong to Generation Y, with 23%
of visitors aged 25 to 34 and 21% aged 35 to 44 years.

Foremost because of variables such as expensive hotel and attraction rates, London is a "must-
see" city of the United Kingdom and is a costliest destination compared with other cities. The
tourist uses around £119 each night and £584 per trip.

In addition to international holidays, London is a popular location for domestic tourists. A

survey of domestic visitors from 2008 to 2018 revealed the highest number of visits in 2015
with 12.9 million domestic tourists. However, there was a modest decrease in the previous three
years, with just 11.9 visits in 2018.

Psychographic

Psychographs highlight the activities and qualities a visitor appreciates while on holiday
[ CITATION Sag74 \l 1033 ]. [ CITATION Coh72 \l 1033 ] says that visitors are characterized
as institutionalized or not institutionalized, depending on their relationship with local residents
and their use within the tourist industry. [ CITATION Coh72 \l 1033 ] also believes that
'organized mass tourists' tend before the arrival to reserve their vacations and like to stay within
their comfort zones, but that, while they have more flexibility and prefer personal choices,
individual mass tourists are akin to the former.

As a global destination, London attracts millions of international tourists from both short and
long-distance markets. While the EU remains the biggest inbound market for short-haul
journeys in Britain, IPSOS discovered that 58% of its long-distance customers (Asia Pacific,
Brazil) are booking their flights and lodgings in advance. In addition, 25% of Italian visitors
around Europe prefer to arrange their journey beforehand; 30% of Italian and Spaniard tourists
prefer to schedule bus visits outside London beforehand.
Furthermore, it is evident that every location is different from the other destinations. 39 percent
of recreational visitors mention historical importance and culture as the most compelling
reasons for visiting London whereas a single location might bring snow moaners, adventurers or
travelers from nature [ CITATION Lon161 \l 1033 ] In addition, as institutionalized mass
tourists, most visitors decide to visit known tourist attractions, restaurants and activities while
following the same holiday route. These travelers undertake to prepare for their holidays by
exploring the area before their arrival [ CITATION Wes15 \l 1033 ].

Behavioral

Travel is about how visitors act on the basis of their attitudes before, during and after the
journey (Vuuren and Slabbert, 2011). Visits to tourists can be impacted by their knowledge of
their area, distance from their journey, media coverage, marketing and available holidays
(British Tourist Authority, 2017). The majority of leisure travelers visit holiday resorts to escape
routine and choose a similar path during their visit [ CITATION Coh79 \l 1033 ].

Many UK shorter distance markets often buy shorter but frequent excursions, which allow them
to get to know the region better and to have confidence in organizing their own visits
[ CITATION Bri17 \l 1033 ]. 77% of visitors to the UK in 2015 visited the UK again, with 63%
being tourists. According to Visit Britain data. In addition, London has garnered the most
tourists, with 66% often returning.

Their incentives to visit London are another element affecting tourism, and in this respect,
events play a major part. In 2015, 43 percent of visitors to London came to participate in events
exclusively, according to London and partners [ CITATION Lon161 \l 1033 ]. London has
hosted some of the world’s most major events throughout the years, including the 2012
Olympics, the Rugby World Cup Finals and the NFL International Series [ CITATION
Lon161 \l 1033 ].

Challenges faced by London as a destination

Covid -19 Impact

In 2018, 6.7 percent of the UK's total value added was generated by the travel and tourist
industry. Since then, in 2020 and 2021, coronavirus (COVID-19) has been a pandemic with
government restrictions in the UK and elsewhere, which for a long time have been blocking
travel. Unnecessary travel inside the United Kingdom was originally discouraged on 16 March
prior to a national lockout on 23 March. The Commonwealth and Foreign Office recommended
on 17 March of non-essential transportation abroad.

As the opening of non-essential retail on 15 June and the adoption in July of quarantine-free
transit corridors gradually eased constraints, it became simpler to operate in various industries
but changing devolutionary and local limitations have had different effects on companies. The
second and third English lockdowns in November and January 2020 have again affected Travel,
and on 18 January 2021 the travel routes have been halted.

The significance of the local and business marketplaces.

The UK's primary markets are the local and business markets. According to VisitBritain's
research, the challenges confronting UK foreign tourism are caused not just by economic trends
and competitive activity, but also by the source market's specific difficulties. Western Europe
and its neighboring countries, such as France and Italy, make up the local market. France, Spain,
Germany, and the United States account for a third of all tourist spending in the UK economy
(Visitbritain). However, since 2006, the United Kingdom has lost market share and visitor
numbers. This means that the United Kingdom must protect its volume, value, and market share
in these sectors..

Demands are changing in new ways.

International tourism is progressing to the point that customers are seeking fresh and varied
activities that will keep them entertained at all times. Consumers are clamoring for new types of
tourism, including eco-tourism, health tourism, sports tourism, activity tourism, and education
tourism. This indicates that tourists are no longer interested in the country's culture or physical
location. As a result, in order to attract tourists' attention, the sector should focus on activity
tourism and educational tourism.

Increasing competition, as well as competition from new locations.

Another issue is competition from current and new destinations. Emerging tourist destinations
such as China, Malaysia, and Dubai are seeing rapid growth in the tourism sector. Competitors
are acting quickly, putting money into marketing efforts and dealing with policy concerns. The
US government recently released a tourist strategy and national travel plan to address visa
difficulties, border controls, and image concerns. The primary task here, however, is to develop
a competitive, world-class tourist industry in the United Kingdom that matches both the quality
and the best of British business and creative policies in order to create value and improve
competitiveness.

Rising of Market

As a consequence of growing destinations and other exceptional destinations such as France,

Italy, Malaysia, Turkey, and the United States of America, the global market place has grown
extremely competitive. China, Turkey, Malaysia, Dubai, and Egypt were identified as important
target regions for tourist growth in the strategic assessment. Despite the fact that the industry
exceeded the cut-off threshold established for 2012, the country's standing in the global market
continues to deteriorate. This is due to the fact that the global marketplace is becoming more
competitive, and nations such as France, the United States, China, Germany, and Dubai have
realized the potential of tourism. This has reawakened them to provide growth and jobs in the
face of a challenging economic environment.

Hospitality and food taxation

According to research, UK hotels and restaurants are overtaxed, resulting in lower income for
the rest of the economy. As a result, most hotels and restaurants in the United Kingdom charge
the full VAT rate on tourist accommodation, meals, and attractions. In the United Kingdom,
there are a number of stores and restaurants that levy a tax on all purchases made by visitors.
McDonald's is a good example: every food purchased from McDonald's is subject to tax. The
majority of tourists have lost interest in visiting the United Kingdom as a result of this.

Entry Visa

Another problem affecting Britain's attractiveness as an international tourism destination is the

difficulty of obtaining an entrance visa. It is common knowledge that obtaining a tourist visa to
the United Kingdom is quite tough. It is not only difficult to obtain a visa, but it is also costly
when compared to other tourist locations. For example, a tourist visa to the United Kingdom
costs £78, whereas a Schengen visa costs £53. As a result, individuals would rather travel to
Germany, France, and other European countries than to the United Kingdom. Since travelers
from China, India, and other African nations are now visiting Germany and France, this has
resulted in poor performance.

Climate Change

The weather condition in UK is seen as a drawback and hindrance to tourism in United

Kingdom. As the weather in UK is unpredictable, tourist most often complain of been disturbed
by rain and unfavourable weather conditions. This has negatively affected the industry since
most people are discouraged and lost interest in embarking on tourism to UK.

Urban tourism is considered to have reemerged as a result of the growing popularity of

historical and cultural tourist activities (European Communities, 2000; [ CITATION Cri16 \l
1033 ] [ CITATION Max20 \l 1033 ]. As one of the most dynamic sectors today, tourism is not
immune to social, political and economic turmoil [ CITATION Mor04 \l 1033 ]. While the
majority of areas fighting for success in tourism are one of the greatest income-generating
industries, they face various barriers or negative effects as a result of the rapid development of
the business.

With London as the third largest tourist destination [ CITATION Mas19 \l 1033 ] it offers a
range of attractions, from historic buildings to museums and art galleries [ CITATION Vis202 \l
1033 ], and one of the biggest challenges facing the city is to ensure sustainable tourism
development in terms of improvements of attractiveness, high traffic congestion and the public [
CITATION Cri16 \l 1033 ] [ CITATION Max20 \l 1033 ]. As London has several historic
buildings and nature parks, local authorities must ensure that the above-mentioned effects are
not adversely affected in future plans for tourist development.

In addition, millions of visits to London might create tensions between residents and tourists
since everyday activity can be hindered by situations such as an over tourism [ CITATION
Aut16 \l 1033 ]. London also has an important difficulty with the lack of planning supply
throughout the 33 municipalities of the capital to promote tourism expansion. Despite the fact
that most local counties view the improvement of tourism as a strategy, there was a shortage of
funding allocation for the national and local tourist authorities [ CITATION Max20 \l 1033 ].

While this may be due mainly to the beginning of the financial crisis of 2007-2008, a further
reduction in this situation might occur due to BREXIT effects.
The UK's inbound tourism strategy plan 2012-2020 indicated that by 2020 the nation is
expected to welcome 40 million tourists. However, London may have difficulty reaching these
objectives due to the consequences of BREXIT. The EU is currently the main tourism market in
London and EU nationals will have to comply with the same rules as non-UK residents with
regard to getting visas once the BREXIT transition period expires by the end of 2020

Although not confirmed, in the future after BREXIT the government plans to keep visa-free
access for all EU nations [ CITATION BBC17 \l 1033 ]. The impact of Covid-19 on travel is
perhaps one of the most urgent concerns facing London. The virus affected 146 nations with the
first case detected in China in December, with the number growing by the day [ CITATION
Gos20 \l 1033 ].

With the rapid spread of the pandemic, the governments worldwide quickly locked up and
effectively stopped their travel and the tourism industry is one of the first and most affected
companies due to the outbreak [ CITATION Vis20 \l 1033 ]. In addition, due to travel
constraints, tourism in recent months has stalled and has forced companies associated with
tourists to close temporarily. The UK currently faces a 55% reduction of expectation in income
in tourist revenue for 2020 and a 24% drop in domestic tourism revenue, with a total revenue
loss of £37,2 billion. as an industries worth over £127 billion per year [ CITATION Vis202 \l
1033 ].

Furthermore, the solutions listed above address just a sub-set of identified issues. New research
is required to develop more ideas to enhance London as a tourist destination. As a result, the
marketing mix, target branding and market segmentation must be thoroughly examined.

Recommendations

Looking at prior debates, the following suggestions are designed to provide London an insight
into how it may evolve into a worldwide destination for tourists.

Improvement of repetitive visitors’ services

As indicated in section 5.4, 63% of London tourists were consumers again in 2015.
[ CITATION Vis17 \l 1033 ]. Whereas the recurrent fraction is substantial, repeated consumers
are less likely than first time visitors to revisit the same attractions, resulting in decreased
consumer expenditure during repeated visits. London is proposed that a loyalty program be
launched through a partnership with key attractions, theater and restaurants where repeated
visitors may enjoy the perks such as attraction and transportation price savings to accumulate
loyalty points to obtain a meal free of charge.

This may be further enhanced by the establishment of the priority lines for repeat visitors who
have more than a specified number of visits in the city at London airports, such as passengers
who have visited the priority lines more than three times.

Preparations for recovering Covid-19

The tourist industry has become one of the most heavily affected enterprises on earth, as
governments worldwide face millions of dollars in damages, because of the current pandemic
problem. The Bank of England warns that the country might be on the approach of one of the
worst recessions records with BREXIT husking the UK economy. It is thus essential for the
Londoner authorities to start work on rehabilitation measures to guarantee that tourism in
London recovers from present conditions as soon as feasible [ CITATION Vis20 \l 1033 ].

Visit Britain may work with L&P on developing post-Covid 19 marketing efforts in conjunction
with the NHS to highlight London's cautious steps to ensure visitor safety. Moreover, all official
London websites, including local council sites, may promote measures to help small-scale
businesses recover from the current crisis.

Providing tourists with better accessibility.

London is one of the world's top destinations, a world tourism hub. In comparison with fewer
visa constrained competitors, London has however lost competitive edge over the years, as a
tourism destination. In addition, the inbound visitation rates may drop when the BREXIT
transition period is over, considering that Europe is presently Britain's main inbound market for
tourism (Amex, 2019). The UK Government is thus informed that it is becoming more lenient in
terms of the tourist visa requirements with regard to existing markets such as the Asian Pacific.

This can be done by permitting online applications for visas which can immediately be
submitted by visitors to the United Kingdom embassy or by introducing the normal 6-month
visa for 2 years. The government also suggests that once the transition period expires, the visa-
free travel to London for EU tourists is kept by the government.
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