London tourism remains robust despite the United Kingdom’s decision to leave the European Union. A study by London & Partners found that two-thirds of Americans who visited London in the past two years plan to return soon, encouraged in part by favorable post-Brexit exchange rates. Many U.S. visitors also singled out the city’s cultural offerings—museums, West End musicals and galleries—as the top reasons they consider London the world’s best cultural destination.
Since 2012, 7.9 million Americans have traveled to London, and museums and galleries in the city report an 11 percent increase in American visitors. Beyond museums, the survey identified film and television locations as a major draw: King’s Cross Station remains a must-see for Harry Potter fans, while sites associated with films such as Skyfall and Notting Hill continue to attract visitors.
“Our city’s world-class museums, galleries and exhibitions have firmly positioned London as one of the most welcoming and culturally rich cities to visit,” said Sadiq Khan, Mayor of London. “Not only does our unique cultural scene make a substantial and vital contribution to our city’s economic prosperity, but I’m delighted to see that London’s creative sector plays such an important role in entertaining tourists from across the Atlantic. The many millions of visitors who come here time and time again are sending out a clear signal that London is truly open to everyone, and this is the message we will continue to send around the world.”
Gordon Innes, CEO of London & Partners, added: “From the Queen to Adele, Tower Bridge to The Shard, and Picasso to Sir Elton John, London offers one of the most diverse and stimulating cultural experiences of any city in the world. With new museum openings, a stunning array of world-class exhibitions and events, 24-hour travel on the night tube, and improved value for international visitors, there has never been a more exciting time to come to London.”
The survey also asked Americans which famous Londoner they would most like to travel with. The Queen topped the list, followed by David Beckham and Adele.
