News

LONDON mayor Ken Livingstone is going cap in hand to the industry to support a multi-million pound tourism plan for the capital.

Along with British Airways chairman Lord Marshall and London Tourist Board chairwoman Tamara Ingram, Livingstone has launched a three-year strategy - Visit London - to improve leadership, funding and the structure of London’s tourism.

He has earmarked £4 million for the plan, on top of £3 million already dedicated to improving tourism this year, and wants industry to match him penny for penny.

The main goals are professional private sector involvement and investment, increased awareness from Government, strategies for enhancing London’s tourism infrastructure and better use of data to improve marketing.

Livingstone said: “With growing competition from around the world, London can no longer afford to take its status for granted. We could do much better, but for too long the tourist industry has lacked sufficient Government support and a sense of strategic direction.”

He will be involved in developing a new company to market London, which will be set up by April 2003.