The Mayor of London has launched a new promotional agency to entice tourism and investment into the capital, CIT Magazine reports.
London & Partners will assume the role of three existing bodies: Visit London, Think London and Study London; in a bid to consolidate all their functions and experience under one roof.
The capital already welcomes almost 25 million visitors a year, some whom frequent the vibrant party venues London offers alongside the mainstay attractions. The city also creates 6,100 jobs through inward investment and attracts 105,000 international students.
The Mayor of London, Boris Johnson, said that the new strategy will also promote London domestically, reminding Brits of the many cultural and business attractions on offer.
He described the city as “an extraordinary place of opportunity and without doubt the best big city to visit, study and invest in.”
“We have some of the world’s greatest cultural attractions from our theatres to museums, some of the finest universities and colleges, and we offer unrivalled choice for those seeking to invest,” said Mr Johnson.
The Mayor also said that a constantly improving commuter transport system and an abundance of clean public spaces were good reasons to visit London.
According to BBC News, a major aspect of London & Partners work will be to work closely with both the transport and film industries in the city.
Dame Judith Mayhew Jonas, interim chair of London & Partners said: “As a city, we already lead the way for visitors, businesses and education and now we have the opportunity to develop our strengths even further.
“London & Partners will be able to champion everything that makes the capital so dynamic and secure its future as a leading global city,” she added.