WEST END COMMISSION 29 TH NOVEMBER 2012

WHO ARE WE? London & Partners is the official promotional organisation for London, incorporating the official convention bureau for London. We promote London as the world capital of business, the world’s leading centre of talent and creativity and the world’s top visitor destination. And we attract and deliver value to businesses, students and visitors.

PROMOTIONAL STRATEGY Twin mission: To Enhance London’s Reputation To deliver maximum additional economic value for the London Economy During 2012 Maximise London’s positive exposure during the Olympic and Paralympic Games Position London as the world capital of business Attract foreign direct investment and events which support the growth of world class business clusters. Help London businesses to access global value.chains Position London as the world’s leading centre for talent and creativity Make London knows as a leader in cutting edge innovation and trends in contemporary culture Attract new leading academic and research centres Position London as the world’s top visitor destination Give visitors compelling reasons to come, and return, to London. Turn visitors into ambassadors

visitors2011 receipts Overseas15.2 million (+3.5%) £9.4 billion (+7.1%) Domestic11.1 million (-2.6%) £2.4 billion (-0.6%) Day trips297 million£10.9 billion LEADING VISITOR DESTINATION

OPPORTUNITIES/THREATS OPPORTUNITIES  Growth in emerging markets  Luxury sector/Retail  Build on London’s inherent strengths: o History and culture o 150 theatres o Green spaces o Famous landmarks & monuments  Olympic Legacy  New Iconic events – e.g. Ride London THREATS  Immigration & Aviation Policy  Increased retail competition within London  High Cost of Stay

6 LONDON AS A CENTRE FOR TALENT AND CREATIVITY 108,710 international students study in London HEIs – a 5% increase in the last academic year – generate £5.7bn and 94,000 jobs International students account for 26% of the total London student population. Overall, London is home to 24.2% of all international students studying in the UK. There are students from 213 nations studying in the capital. London has more international students than New York (78,888) and Melbourne (63,450). The economic impact of international students studying in London is over £2.5 billion per annum. The number of HE students from non-EU countries measured 73,680 in 2010/11, an increase of 2.2% in the last academic year. 53% of international students studying in London are postgraduate students, down 1% decrease on last year.

OPPORTUNITIES/THREATS OPPORTUNITIES  Prestige of “London Degree”  Growth in emerging markets  Build on alumni networks  Focus on countries where London is under-represented (Nigeria, Saudi Arabia, Malaysia, Brazil)  Collaboration between London’s universities and international academic institutions THREATS  London Met - Tarnished reputation in India  Immigration  Increase in fees  Increased competition

WORLD CAPITAL OF BUSINESS No.1 European City for Business – 22 nd year running Direct flights to over 400 destinations worldwide More than 50% of all European Headquarters are in London Home to world class business clusters, Tech, Life Sciences Europe’s leading Financial centre World media centre 22,000 tech companies, home to Tech City Life Sciences hub Retail capital of the world Risen from 19 th in 2009 to 7 th 2011 in International Congress and Convention Association (ICCA) league table

WORLD CAPITAL OF BUSINESS  London regained its position as the world’s leading destination city in 2011  It attracted 375 projects in 2011 – this represents more than 1/3 of all UK projects Source: fDi Intelligence, from the Financial Times Ltd Source: FDI Markets, from the Financial Times, 2012

FDI project locations by borough Source: Nexus

2011 London & Partners’ confirmed projects by country of origin 11

Top 10 Sectors by number of projects for

2011 Confirmed Projects by Function 13

OPPORTUNITIES/THREATS OPPORTUNITIES Prestige Emerging Markets European HQs Growth of existing stock Retail Halo effect of Major Conventions THREATS Aviation Capacity Cost Hi-tech/creative sectors moving East Planning flexibility Eurozone Crisis Increased competition – e.g. Switzerland re HQs/Hedge Funds

ENHANCING LONDON’S REPUTATION – THE OPPORTUNITY London & Partners was created to position London with a single voice as the world’s leading city The 2012 games has provided the platform We have the opportunity to update perceptions and to reach new audiences To take this opportunity we have to work together with London stakeholders to position London

WHY LONDON’S REPUTATION MATTERS London faces intense competition from mature and fast growing cities: New York, Tokyo, Paris, Singapore, Hong Kong, Shanghai, Mumbai, Sao Paulo, Istanbul, Dubai and Seoul. GLOBAL COMPETITION THREATS TO COMPETITIVENESS CUSTOMER BEHAVIOUR LEADS TO GROWTH London faces significant threats to its competitive position: EU banking regulations, UK regulation, visa difficulties, aviation capacity Direct experiences, what the city does and what others say lead to city reputation, which in turn influences customer behaviour Increased reputation This leads directly to increased visitors, students and business investment

WHAT IS OUR APPROACH A clear understanding of London's place in the world A clear articulation of London’s promise An invitation to our audiences A framework to position London DEVELOP PLATFORM GALVANISE LONDON’S INFLUENCERS DEVELOP PARTNERSHIPS ROLL OUT PROGRAMME Work with London’s array of organisations and national stakeholders in order to maximise our reach Associate the city with world leading organisations and brands New messaging across our all our activities Work with partners to amplify what is happening in London and extend its reach