Only in London focused on the unique and exceptional experiences, sights and attractions that make London such a popular destination for visitors from all over the world.  It also encouraged Londoners to enjoy the distinctive and rich diversity of their own city.  The campaign theme was developed following Visit London’s extensive research into the city’s key visitor markets.  This found that people were keen to come to the capital but wanted to be stimulated by London’s unique offering at a good value price.

Please find the Visit London - Only in London results for Westminster below:

Europe

• The overall European campaign Return On Investment from a total spend of £1.27m (with £44k from each Borough) was 29:1
• The overall campaign delivered 403,000 incremental visitor nights and an Economic Benefit to Westminster of nearly £37m
• Based on 35.7% of international spend in London (according to LATI) being spent in Westminster, this resulted in an Economic Benefit to Westminster of £13.2m

North America

• The overall North American ROI from a total spend of £1.275m (with £22.5k from each Borough) was 84:1
• The overall campaign delivered over 1m nights and an Economic Benefit to London of over £106m.
• Based on 35.7% of international spend in London (according to LATI) being spent in the Westminster, this resulted in an Economic Benefit to Westminster of £38.2m

United Kingdom

• The overall UK campaign ROI from a total spend of £542k (with £33.3k from each Borough) was 621:8
• The overall campaign delivered 37,000 nights and an Economic Benefit to London of £4.7m from the domestic market.
• Based on 34.5% of domestic spend in London (according to LATI) being spent in the Westminster, this resulted in an Economic Benefit to Westminster of over £1.6m.

 

As part of the evaluation, Visit London asked the surveyed campaign respondents if they had visited Madame Tussauds, the National Gallery and Phantom of the Opera or another West End show (as a few examples in Westminster) and the results for both those living in London and out of London were very strong as the table shows below: