City launches its destination brand and website

Update June 20: the City issued a release highlighting the new website and listing Top 40 Things to Do in the birthplace of the capital. See end of post for more.

The City Corporation has launched the brand and website for its Destination City programme, aimed at attracting more visitors and their spending. Previous Destination City posts here.

The City’s news release says it marks a “generational opportunity to write a new chapter in the City’s history”.

“The platform will showcase the best of the City’s consumer offer to London, UK, and international visitors – promoting its world-leading culture, heritage, attractions, experiences, hotels, pubs, bars, and restaurants.

“Speaking to an audience of leading political, media, travel, tourism, and City business figures last night, the City of London Corporation’s Policy Chairman, Chris Hayward, said the new consumer brand and marketing channels will “tell the City’s story, complementing the promotional platforms of our partners, and supporting City businesses.”

“It is a pivotal moment for the City Corporation’s flagship Destination City programme, which sets out a vision for the Square Mile to become a world-leading leisure destination for UK and global visitors, workers, and residents to enjoy.

“Mr Hayward said the new brand and website will play a key role in making the City of London a “thriving, seven-day-a-week destination, powering the City’s recovery”, driving footfall and spend, and future economic vitality.

“He said: “By making the City’s voice heard; by speaking about the opportunities for like-minded brands, organisations, and investors to get involved; by working together; we can redefine the Square Mile as a destination of choice for years to come.”

“Mr Hayward said that when he became political leader of the City Corporation a year ago, he made recovery from the pandemic his “core priority”.

“He said that total jobs in the City have increased to a record high of over 587,000 in 2021, with City Tube journeys now at around 80% of 2019 levels across the whole week, and weekend activity is now above pre-pandemic levels.

“City attractions welcomed 4.9 million visitors in 2022, including the Barbican performing arts centre, the largest of its kind in Europe.

“The City’s iconic Sky Garden, London’s highest garden, hit 10 million visitors this year. And the Elizabeth Line brings an extra 1.5 million people to within a 45-minute commute of the City.

“The Migration Museum is making the City its permanent home. A place exploring how the movement of people to and from the City has shaped who we are today.

“And the Museum of London has embarked upon an extraordinary journey with Londoners to create a world-class new museum in the heart of West Smithfield, due to open in 2026”.

The Evening Standard has covered the launch, essentially quoting the release.

I gather that there may be an event for residents about the destination city programme in the autumn, by which time we will have had Bartholomew Fair.

There was some indication last week that the Corporation is thinking about the contribution residents can make – and how they can benefit from Destination City.

This was contained in a note circulated at a City Question Time event, reporting back on the previous January event.

It said “The Corporation’s intention with Destination City is to make the City a better place to live, as well as visit. Currently, too much of our City is closed on the weekend, by shopping locally, exploring the City’s cultural gems and engaging with Destination City events such as the upcoming Bartholomew’s Fair in September, you can help ensure that our City remains open to you 7 days a week.

“Additionally, a Corporation Common Councillor who resides within the City has joined the City Envoy Network to represent the collective views of residents”.

I hope that opens the way to discuss Can Destination City also help create a Liveable City? as I posted in December, and How Bartholomew Fair might benefit City residents and visitors all year.

Update June 20. The news release says:

The City of London has launched its first destination website dedicated to showcasing the City’s world class culture and heritage, its experiences, its food and drink, its places to stay and most importantly, its best kept secrets…

Looking for the best things to do in London this summer? Look no further than the City of London, an unrivalled destination for the ultimate London summer. Whether it’s a first timer visiting, a local worker in the area or a seasoned resident, the City is a one stop spot for all things art, culture, history, dining, and more.

For the first time, the City of London is sharing its top 40 unmissable experiences, boasting a lively programme of free and paid activities including everything from spectacular rooftop bars to unique family art trails and extraordinary historic tours.

Make the most of the exciting event programme, whether it’s raising a glass for charity at the City Beerfest in Guildhall Yard, celebrating Pride at the Duckie Summer Fete or packing a picnic for an evening at the Barbican’s outdoor cinema. Catch a lunchtime concert at Leadenhall Market’s Funky Friday sessions or watch the Grand Prix live on the big screens while you experience a racing simulation – the offerings are endless.

If you’re looking to wet your whistle, the City is home to London’s best rooftop bars and outdoor terraces. Enjoy exclusive summer experiences such as Bloom by Four Seasons Pop-Up Rooftop Bar or Pan Pacific’s new summer al fresco seafood and cocktail terrace. If you really want to impress, take your guests to the phenomenal Sky Garden.

There’s even more on offer to entertain the whole family. Whether you’re keeping the kids busy with much-loved mischief-maker Morph on the adventure art trail, or following along Tower Bridge’s Cat Trail inspired by the beloved books, you’ll find something the whole family will get involved in.

Whatever you’re looking to do, the City of London promises a fantastic day or night out for every season.

It then lists 40 suggestions here.

Leave a Reply

Your email address will not be published. Required fields are marked *