London’s cultural institutions an incentive for business travel

Many of London’s most well-known cultural institutions are coming together in a new initiative to promote the capital’s autumn season, as forecasts show over two million visitors are expected to visit exhibitions and events in the city.

“London’s cultural offering is of great importance to the business tourism and events sector as organisers of incentive and reward programmes seek out unforgettable experiences for their clients,” says Barbara Jamison, Head of Business Development – Europe at London & Partners and Site GB Chapter President 2014.

“London offers unrivalled access to private viewings in art galleries, behind-the-scenes theatre and gallery tours, and discussions with well-known artists, actors and musicians.

“Clients can live and breathe culture by participating in hands-on motivational events such as acting or producing their own Shakespeare play, making their own recording at Abbey Road Studios, treading the boards of our famous London theatres, or having a meeting or private event at The Royal Opera House,” she adds.

London & Partners, the Mayor’s official promotional company for the capital, and the GREAT Britain campaign have produced a short film previewing the Autumn Season in London as preparations start for the key period in the cultural calendar.

A launch event at Tate Britain (14 August) saw industry leaders from London’s museums, art galleries, theatres and centres of performing arts gather to promote the upcoming season. The reception featured special previews of blockbuster exhibitions across the Barbican Centre, the British Museum, IWM London, the Museum of London, the National Gallery, the Natural History Museum, the Royal Academy, Tate Britain, and the Victoria and Albert Museum.

“Overseas visitors to our cultural institutions generate an estimated £4bn annually to London’s economy,” says London & Partners CEO Gordon Innes. “London’s global success continues to see record tourism figures. It is our job as a company to promote the capital’s strengths to the world and particularly our cultural collage of history and heritage, museums and art galleries, and theatre and performance.”

Do you have a news story for CN? Email: Zoe Vernor

Paul Colston

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Paul Colston

Managing Editor, Conference News & Conference & Meetings World.

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