It was reported that the capital’s economy lost £7.4bn normally generated by international tourists in 2020. How much of this do you hope to recoup through your international tourism campaign?

Marketing campaigns are an effective lever to drive additional economic value to the economy, as we saw with my £6m domestic Let’s Do London campaign, which generated an additional £81m for London’s economy.

My international Let’s Do London campaign aims to help speed up London’s tourism recovery by attracting additional visitors and expenditure. It will be measured by London & Partners (L&P) against total visitor value to the London economy based on additional international visitor spend. L&P will also calculate the return on investment for the Let’s Do London international campaign with an expectation of 10:1.