Seven out of ten visitors to London say culture is the reason they chose to come to the city. Throughout the world, London is famous for its cultural institutions and its capacity for nurturing new talent and innovation.

London’s museums and galleries attract millions of international visitors – the British Museum alone has around five million such visitors each year. London’s West End theatres have an enthusiastic global audience. And our city’s famous live music venues attract audiences, especially young people, from across the UK and beyond.

Culture and business

Given the current economic pressures, it is more important than ever for London to promote itself to investors and businesses as well as tourists.

London’s creative sector is truly international – for example, two thirds of the world’s largest multinational advertising agencies have their European headquarters here. We want to build on this success, to help London’s creative businesses develop their overseas markets and also to use culture to contribute towards the wider promotion of London as an effective and enjoyable place to do business.

Promoting London’s creative industries

The Mayor provides, where the economic case can be made, support for London’s creative industries events and festivals. High-profile international promotion is vital for many of London’s creative businesses and, events like London Fashion Week, Frieze Art Fair, London Design Festival and BFI London Film Festival bring not only overseas clients and buyers, but also a wider global focus to London.
As well as boosting inward investment to London’s economy, these events are also an important part of the UK industry calendar and London’s cultural life, and recent efforts to make these events more publicly accessible are to be endorsed.

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